Year: 2019
Type: dissertation
Study design: Observational Study
Abstract: Objectives: Affections are relevant for consumers to develop close and special relationships with brands. In this context, this research aims to understand the antecedents and consequences of “Brand Sensuality” and “Brand Affect” and to test the moderating effect of gender. Methodology: Through a survey, 234 valid answers were obtained (female and male) and, in order to test the 19 research hypotheses proposed along the conceptual model, we used the structural equation model. Results: for the first time It was evidenced a positive impact of “Brand Sensuality” on “Brand Affect”, bringing essential contributions to the universe of brands. In the global context we find that “Brand Experience” has a positive impact on “Brand Sensuality”. About “Brand Sensuality” consequences, it can highlight its impact on “Brand Love” and “Brand Loyalty”. Regarding “Brand Affect”, there is a greater consistency of results. With regard to their background, it is possible to see that Brand Experience, Hedonic Product and Brand Trust are key variables in achieving Brand Affect and important to brand management. Analyzing the consequences, it is easy to see their impact on “Brand Loyalty”, “WOM”, “Brand Love” and “Price Premium”. Contributions: This dissertation aims to contribute to the clarification of the concept “Brand Sensuality”, proposing new lines of interest for its development. Thus, it is suggested the introduction of new variables to ascertain the knowledge of this new construct. The results should be a stimulus for other researches in marketing and branding, since the development of this research clarifies the concept of “Brand Sensuality”, often confused and referred to as “Brand Sense”. " On the other hand, some of its antecedents and consequences are exposed and the concepts of “Brand Affect” and “Brand Sensuality” are consolidated. Originality: The originality of this theme is cross-sectional at both national and international levels, as Brand Sensuality had never been addressed as a central variable.
Author: Nunes, Carlos Daniel Vaz
Language: Galician
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7071393721