Escalas Concorrentes Para Mensuração do Amor à Marca: Um Estudo no Contexto Nacional

Flávio Santino Bizarrias, Evandro Luiz Lopes

Resumo


As marcas desempenham um papel preponderante na estratégia de marketing das organizações. Em um ambiente cada vez mais competitivo, estabelecer diferenças significativas na percepção dos consumidores é um desafio cotidiano. As marcas proporcionam oportunidades de intensificação do relacionamento com os consumidores, em um patamar mais abstrato e subjetivo. Ao mesmo tempo, os consumidores encontram nas marcas oportunidades de extensão de sua identidade. Com base na teoria do relacionamento com as marcas, o construto Amor à marca estabelece que os consumidores formam relações afetivas fortes com as marcas, ampliando sua identidade.  Mesmo que o estudo do construto Amor à Marca seja bastante recente, várias pesquisas têm sido desenvolvidas no sentido de se determinar formas de mensurá-lo, culminando na criação de uma ampla gama de escalas. Devido à falta de consenso sobre qual é a mais eficiente, este estudo comparou as três escalas mais utilizadas para a mensuração do Amor à Marca, utilizando para validação nomológica a lealdade, o boca-a-boca positivo e a percepção de valor utilitário. Por meio da análise de equações estruturais, constatou-se que a escala de Carrol e Ahuvia (2006) obteve melhores resultados na explicação das variáveis dependentes escolhidas.


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DOI: http://dx.doi.org/10.18256/2237-7956/raimed.v7n1p180-207

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