Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective
-
Published:2023-01-28
Issue:2
Volume:13
Page:36
-
ISSN:2076-3387
-
Container-title:Administrative Sciences
-
language:en
-
Short-container-title:Administrative Sciences
Author:
Rodrigues Diana1, Sousa Bruno12ORCID, Gomes Sofia3ORCID, Oliveira José3ORCID, Lopes Eunice24ORCID
Affiliation:
1. Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal 2. CiTUR Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal 3. REMIT—Research on Economics, Management and Information Technologies, University Portucalense, 4200-072 Porto, Portugal 4. TECHN&ART, Polytechnic Institute of Tomar (IPT), Estrada da Serra, 2300-313 Tomar, Portugal
Abstract
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the energy transition, they have to reinvent themselves, retaining a focus on offering a unique and personalized experience for the consumer without forgetting the factors that influence the decision-making process. Therefore, current research aims to understand the relationship between brand love and other behavioral constructs, including brand attachment, brand satisfaction, brand loyalty, and positive word of mouth, as well as its influence on consumer behavior in the Portuguese automotive market, more specifically regarding the brands Audi, BMW, and Mercedes-Benz. Based on the literature review, a questionnaire survey was conducted on a group of 324 respondents. From this sample, it was possible to develop a conceptual model and formulate six research hypotheses. The results reveal that brand attachment and satisfaction have a positive influence on brand love, which has a positive influence on brand loyalty and positive word of mouth. In addition, brand attachment is positively related to brand loyalty, which has a positive impact on loyalty. Therefore, this article presents some insights from the perspective of digital marketing (i.e., e-WOM and social networks) and territory management (i.e., notoriety and positioning of territories). In the end, the limitations of the study will be presented, and guidelines for future research will be outlined.
Subject
General Business, Management and Accounting
Reference62 articles.
1. The role of brand love in consumer-brand relationships;Albert;Journal of Consumer Marketing,2013 2. Brand passion: Antecedents and consequences;Albert;Journal of Business Research,2013 3. Consumers’ relationships with brands;Alvarez;Current Opinion in Psychology,2016 4. Alves, Aline, Nascimento, Ana, Ulhôa, Andrea, Batista, Bruna, Venturine, Cleidson, Rodrigues, Domingas, Moreira, Elisabete, and Silva, Francisco (2021). Reflexões em Torno de Metodologias de Investigação: Recolha de Dados, Universidade de Aveiro. 5. Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment;Alves;Journal of Tourism, Heritage & Services Marketing,2022
Cited by
8 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
|
|