ESTUDO DOS FATORES QUE INFLUENCIAM A FIDELIDADE FEMININA ÀS MARCAS
Palavras-chave:
Comportamento do Consumidor, Fidelidade à Marca, Conscientização da marca, Conscientização da qualidade, PerfeccionismoResumo
O presente estudo tem como objetivo analisar como o perfeccionismo feminino, a consciência de marca feminina, a consciência de qualidade feminina e a satisfação feminina se relacionam com a fidelidade feminina à marca. Foi realizado um survey com 349 consumidoras autodeclaradas. Os dados foram tratados por meio de Equações Estruturais. Como principais resultados, o presente estudo demonstra que: a) Uma marca focada em vestuário feminino que gera consciência de marca influencia positivamente a satisfação feminina com a marca que a entrevistada tem em mente; b) A consciência da qualidade feminina influencia positivamente a consciência de marca, a lealdade feminina à marca e a satisfação feminina com a marca; c) O perfeccionismo feminino interfere positivamente na consciência e na qualidade da marca, bem como na satisfação feminina. De forma prática, amplia a possibilidade de gestores realizarem ações de marketing com o objetivo de fidelizar mulheres. A pesquisa contribui para a compreensão do comportamento feminino em relação à fidelização feminina. Por meio dos achados, foi possível desvendar um modelo teórico que demonstra alguns antecedentes de tal construto. Até o momento, não foi encontrado nenhum modelo que revele tais condições.
Referências
ABC News. (2012, fevereiro 7). Karl Lagerfeld Says Adele is “Too Fat”. ABC News. https://abcnews.go.com/blogs/entertainment/2012/02/karl-lagerfeld-says-adele-is-too-fat
Açikgöz, F. Y., Kayaku?, M., Z?bav?, B.-?tefania, & Kabas, O. (2024). Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty for the Hewlett-Packard Brand. Sustainability, 16(22), 1–17. https://doi.org/10.3390/su16229681
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Allen, P. (2013, outubro 29). Fashion designer Karl Lagerfeld facing legal action for “discriminating” against bigger models by saying “nobody wants to see curvy women on the runway”. Daily Mail. https://www.dailymail.co.uk/news/article-2479131/Karl-Lagerfeld-facing-legal-action-discriminating-bigger-models.html
Alvarez, C., David, M. E., & George, M. (2023). Types of Consumer-Brand Relationships: A systematic review and future research agenda. Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113753
Amine, A. (1998). Consumers’ true brand loyalty: the central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
Asif, M., Abbas, K., Kashif, M., Hussain, S., & Hussain, I. (2015). Impact of brand awareness and loyalty on brand equity. Journal of Marketing and Consumer Research, 12(1), 67–72. https://core.ac.uk/download/pdf/234693989.pdf
Bae, J.-H., & Jeon, H.-M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability, 14(18). https://doi.org/10.3390/su141811713
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
Bernabé, M., Merhi, R., Lisbona, A., & Palací, F. J. (2023). Perfeccionismo y engagement académico, el papel mediador de la pasión por los estudios. Educación XX1, 26(2). https://doi.org/10.5944/educxx1.33706
Bertolotti, F., Gavazza, A., & Lanteri, A. (2023). Dynamics of Expenditures on Durable Goods: The Role of New-Product Quality. The Economic Journal, 133(652), 1641–1656. https://doi.org/10.1093/ej/uead006
Bronnenberg, B. J., & Dubé, J.-P. (2017). The Formation of Consumer Brand Preferences. Annual Review of Economics, 9(1), 353–382. https://doi.org/10.1146/annurev-economics-110316-020949
Campo, K., Gijsbrechts, E., & Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219–242. https://doi.org/10.1016/S0022-4359(00)00026-9
Castro Longhi, T., & Vianna, F. A. N. (2020). O corpo padrão da indústria do vestuário produzido em larga escala e o real padrão corporal das mulheres. Actas de Diseño, 15(31). https://openurl.ebsco.com/EPDB%3Agcd%3A11%3A14028651/detailv2?sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A142416871
Chelladurai, P., & Riemer, H. A. (1997). A Classification of Facets of Athlete Satisfaction. Journal of Sport Management, 11(2), 133–159. https://doi.org/10.1123/jsm.11.2.133
Chen, L., Chen, G., Wang, S., & Jiang, L. (2023). The Effect of Perfectionism on Consumers’ Intentions to Purchase Imperfect Products. Behavioral Sciences, 13(3), 1–18. https://doi.org/10.3390/bs13030269
Chernishenko, J., Mesler, R. M., & Basil, D. Z. (2021). I can be perfect! Implicit mindset moderates the relationship between perfectionism and consumers’ maladaptive weight management behavior. Personality and Individual Differences, 183. https://doi.org/10.1016/j.paid.2021.111084
Chung, J. Y., Lee, J., & Heath, R. L. (2013). Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432–439. https://doi.org/10.1016/j.pubrev.2013.05.001
Clarivate Analytics. (2025). Web of Science. Clarivate. https://clarivate.com/academia-government/scientific-and-academic-research/research-discovery-and-referencing/web-of-science/
Da Redação. (2014, setembro 30). Lagerfeld desfila manifestação feminista para a Chanel. Exame – Casual. https://exame.com/casual/lagerfeld-desfila-manifestacao-feminista-para-a-chanel/
Dawes, J. (2022). Factors that influence manufacturer and store brand behavioral loyalty. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103020
Dawes, J. G. (2023). Patterns of buyer behavior and brand metrics in a “high loyalty” category: Liquor. Journal of Consumer Behaviour, 22(5), 1173–1187. https://doi.org/10.1002/cb.2198
Dekimpe, M. G., Gijsbrechts, E., & Gielens, K. (2023). Proximity-store introductions: A new route to big-box retailer success? Journal of Retailing, 99(4), 621–633. https://doi.org/10.1016/j.jretai.2023.11.006
Dudziak, A., Stoma, M., & Osmólska, E. (2023). Analysis of Consumer Behaviour in the Context of the Place of Purchasing Food Products with Particular Emphasis on Local Products. International Journal of Environmental Research and Public Health, 20(3), 1–23. https://doi.org/10.3390/ijerph20032413
Eastman, J. K., & Eastman, K. L. (2015). Conceptualizing a model of status consumption theory: An exploration of the antecedents and consequences of the motivation to consume for status. Marketing Management Journal, 25(1), 1–15. https://www.mmaglobal.org/_files/ugd/3968ca_c56ddd09f46040ba9c7d3fa4b1d0a607.pdf#page=8
EBSCO Information Services. (2025). Plataforma de Pesquisa EBSCOhost. EBSCO. https://about.ebsco.com/pt/produtos/plataforma-de-pesquisa-ebscohost
Elsevier. (2025). Scopus. Elsevier. https://www.elsevier.com/products/scopus
Evanschitzky, H., Stan, V., & Nagengast, L. (2022). Strengthening the satisfaction loyalty link: the role of relational switching costs. Marketing Letters, 33(2), 293–310. https://doi.org/10.1007/s11002-021-09590-8
Farias, S. A. de, & Santos, R. da C. (2000). Modelagem de equações estruturais e satisfação do consumidor: uma investigação teórica e prática. Revista de Administração Contemporânea, 4(3), 107–132. https://doi.org/10.1590/S1415-65552000000300007
Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274–286. https://doi.org/10.1108/JPBM-08-2017-1545
Frost, R. O., Marten, P., Lahart, C., & Rosenblate, R. (1990). The dimensions of perfectionism. Cognitive Therapy and Research, 14(5), 449–468. https://doi.org/10.1007/BF01172967
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers. Journal of Marketing, 64(3), 65–87. https://doi.org/10.1509/jmkg.64.3.65.18028
Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244. https://doi.org/10.1016/j.actpsy.2024.104191
Godart, F. (2010). Sociologia da moda (1o ed). Editora Senac São Paulo. https://www.editorasenacsp.com.br/livro/sociologia-da-moda-1-edicao?srsltid=AfmBOopv6M84TN_7dK1QUno8PVXfN0MvCdi9AHhzzDgBx8hkG-h9Skqr
Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, 16(1), 102–119. https://doi.org/10.1108/13612021211203050
Gong, Z., Huang, J., & Chen, Y. (2022). What the Past Tells About the Future: Historical Prices in the Durable Goods Market. Management Science, 68(12), 8857–8871. https://doi.org/10.1287/mnsc.2022.4309
Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52, 1–49. https://doi.org/10.1016/j.jretconser.2019.101908
Hair, J. F., Babin, B., Money, A., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Bookman Editora.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados (A. S. Sant’Anna, Trad.; 6o ed). Bookman Editora.
Han, S.-L., & Kim, K. (2020). Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap. Journal of Retailing and Consumer Services, 57, 2–11. https://doi.org/10.1016/j.jretconser.2020.102249
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254–1263. https://doi.org/10.1016/j.jbusres.2011.11.001
He, X. (2016). When perfectionism leads to imperfect consumer choices: The role of dichotomous thinking. Journal of Consumer Psychology, 26(1), 98–104. https://doi.org/10.1016/j.jcps.2015.04.002
Horton, K. (2014, julho 25). Como surgiu a ideia da “supermodelo”. Estadão. https://www.estadao.com.br/emais/moda-e-beleza/como-surgiu-a-ideia-da-supermodelo/
Hur, C., Hwang, J., & Yeo, C. (2020). The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study. Journal of Brand Management, 27(3), 300–311. https://doi.org/10.1057/s41262-019-00181-7
Husain, R., Ahmad, A., & Khan, B. M. (2022). The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2034234
Kanan, L. A. (2010). Poder e liderança de mulheres nas organizações de trabalho. Organizações & Sociedade, 17(53), 243–257. https://doi.org/10.1590/S1984-92302010000200001
Kawamura, Y. (2018). Fashion-ology: An Introduction to Fashion Studies (2o ed). Bloomsbury Publishing. https://books.google.com.br/books?id=9eJDDwAAQBAJ
Keiser, S., Garner, M. B., & Vandermar, D. (2017). Beyond design: The synergy of apparel product development. Bloomsbury Publishing USA.
Kline, R. B. (2023). Principles and practice of structural equation modeling (15o ed). Guilford publications.
Kokkoris, M. D. (2019). New insights into the association of maximizing with facets of perfectionism. Personality and Individual Differences, 142, 100–102. https://doi.org/10.1016/j.paid.2019.01.040
Kopalle, P. K., & Lehmann, D. R. (2001). Strategic Management of Expectations: The Role of Disconfirmation Sensitivity and Perfectionism. Journal of Marketing Research, 38(3), 386–394. https://doi.org/10.1509/jmkr.38.3.386.18862
Kotler, P., Keller, K. L., & Chernev, A. (2024). Administração de Marketing (16o ed). Bookman Editora.
Koutra, K., Mouatsou, C., & Psoma, S. (2023). The Influence of Positive and Negative Aspects of Perfectionism on Psychological Distress in Emerging Adulthood: Exploring the Mediating Role of Self-Compassion. Behavioral Sciences, 13(11), 1–15. https://doi.org/10.3390/bs13110932
Kuo, Y.-H. (2022). The retail brand personality—Behavioral outcomes framework: Applications to identity and social identity theories. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.903170
Lasalle, M., & Hess, U. (2022). A motivational approach to perfectionism and striving for excellence: Development of a new continuum-based scale for post-secondary students. Frontiers in Psychology, 13, 1–21. https://doi.org/10.3389/fpsyg.2022.1022462
Lin, C., & Bowman, D. (2022). The impact of introducing a customer loyalty program on category sales and profitability. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102769
Lin, T. T., Yeh, Y.-Q., & Hsu, S.-Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability, 14(24). https://doi.org/10.3390/su142416546
Longbottom, J.-L., Grove, J. R., & Dimmock, J. A. (2012). Trait perfectionism, self-determination, and self-presentation processes in relation to exercise behavior. Psychology of Sport and Exercise, 13(2), 224–235. https://doi.org/10.1016/j.psychsport.2011.11.003
Ma, M., Guo, K., Li, Z., Xie, C., Wang, D., & Zhang, L. (2023). The Relationship Between Perfectionism and Maximization Tendency. Journal of Individual Differences, 44(4), 254–262. https://doi.org/10.1027/1614-0001/a000399
Marsh, H. W., Hau, K.-T., & Wen, Z. (2004). In Search of Golden Rules: Comment on Hypothesis-Testing Approaches to Setting Cutoff Values for Fit Indexes and Dangers in Overgeneralizing Hu and Bentler’s (1999) Findings. Structural Equation Modeling: A Multidisciplinary Journal, 11(3), 320–341. https://doi.org/10.1207/s15328007sem1103_2
Mazhar, M., Hooi Ting, D., Zaib Abbasi, A., Nadeem, M. A., & Abbasi, H. A. (2022). Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2072186
Murray, J. (2012, fevereiro 9). Fat? No, Adele is a normal human being... which is more than you can say for Karl Lagerfeld! Daily Mail. https://www.dailymail.co.uk/femail/article-2098581/Fat-No-Adele-normal-human--say-Karl-Lagerfeld.html
Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515–528. https://doi.org/10.1111/j.1470-6431.2005.00429.x
Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of Green Brand Equity: An Integrated Approach. Journal of Business Ethics, 121(2), 203–215. https://doi.org/10.1007/s10551-013-1689-z
O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25–39. https://doi.org/10.1002/cb.155
Oliveira, L. P. de. (2009). Motivação, estratégias de coping e perfeccionismo em atletas profissionalizados e não-proficionalizados de futebol de campo [Dissertação, Universidade Estadual de Maringá]. http://repositorio.uem.br:8080/jspui/handle/1/2258
Oliver, R. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311–336. https://doi.org/10.1016/S0022-4359(97)90021-X
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4 suppl1), 33–44. https://doi.org/10.1177/00222429990634S105
Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability, 15(2), 1–15. https://doi.org/10.3390/su15021684
Pereira, N. A. C., & Teixeira, A. (2018). Fatores de Motivação no Consumo de Itens de Luxo. Revista Brasileira de Marketing, 17(3), 401–414. https://doi.org/10.5585/remark.v17i3.3719
Pestana, M. H., & Gageiro, J. N. (2000). Análise de dados para ciências sociais: a complementaridade do SPSS. Edições Sílabo.
Polman, E., & Maglio, S. J. (2022). Effects of maximizing on choosing a product and using it over 1 month. Personality and Individual Differences, 196. https://doi.org/10.1016/j.paid.2022.111702
Raffaelli, C., Bocchi, E., Estes, Z., & Adelman, J. S. (2024). BRAND: Brand recognition and attitude norms database. Behavior Research Methods, 57(17), 1–26. https://doi.org/10.3758/s13428-024-02525-x
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289–298. https://doi.org/10.1016/j.foodqual.2013.09.006
Sahin, A., Zehir, C., & Kitapç?, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Sari, N. P., Artha, B., & Hadi, A. S. (2023). Brand Loyalty: a literature review. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(1), 66–75. https://doi.org/10.29040/ijebar.v7i1.7179
Sayin, E., & Gürhan?Canl?, Z. (2024). The influence of self?brand connection on consumer reactions to symbolic incongruency and perceived betrayal. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13011
Silvia, P. J., Wigert, B., Reiter-Palmon, R., & Kaufman, J. C. (2012). Assessing creativity with self-report scales: A review and empirical evaluation. Psychology of Aesthetics, Creativity, and the Arts, 6(1), 19–34. https://doi.org/10.1037/a0024071
Smith, M. M., Saklofske, D. H., Stoeber, J., & Sherry, S. B. (2016). The Big Three Perfectionism Scale. Journal of Psychoeducational Assessment, 34(7), 670–687. https://doi.org/10.1177/0734282916651539
Smith, M. M., Sherry, S. B., Ge, S. Y. J., Hewitt, P. L., Flett, G. L., & Baggley, D. L. (2022). Multidimensional perfectionism turns 30: A review of known knowns and known unknowns. Canadian Psychology / Psychologie canadienne, 63(1), 16–31. https://doi.org/10.1037/cap0000288
Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A Reexamination of the Determinants of Consumer Satisfaction. Journal of Marketing, 60(3), 15–32. https://doi.org/10.1177/002224299606000302
Sprotles, G. B., & Kendall, E. L. (1986). A Methodology for Profiling Consumers’ Decision?Making Styles. Journal of Consumer Affairs, 20(2), 267–279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
Sprott, D. E., & Shimp, T. A. (2004). Using product sampling to augment the perceived quality of store brands. Journal of Retailing, 80(4), 305–315. https://doi.org/10.1016/j.jretai.2004.10.006
Truta, C., & Nitoiu, C. (2014). Personality Factors and Emotions Involved in Consumer Decision-Making Styles. Romanian Journal of Experimental Applied Psychology, 5(2), 19–26. https://openurl.ebsco.com/EPDB%3Agcd%3A11%3A9517035/detailv2?sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A118569299&crl=c&link_origin=scholar.google.com.br
Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204–212. https://doi.org/10.1177/002224378802500209
Tucker, L. R., & Lewis, C. (1973). A Reliability Coefficient for Maximum Likelihood Factor Analysis. Psychometrika, 38(1), 1–10. https://doi.org/10.1007/BF02291170
Tylka, T. L., & Wood-Barcalow, N. L. (2015). What is and what is not positive body image? Conceptual foundations and construct definition. Body Image, 14, 118–129. https://doi.org/10.1016/j.bodyim.2015.04.001
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of marketing science review, 1(1), 1–15. https://www.researchgate.net/profile/Franck-Vigneron/publication/284218609_A_Review_and_a_Conceptual_Framework_of_Prestige-Seeking_Consumer_Behavior/links/5654910d08aeafc2aabbe1a4/A-Review-and-a-Conceptual-Framework-of-Prestige-Seeking-Consumer-Behavior.pdf
Xi, X., Yang, J., Jiao, K., Wang, S., & Lu, T. (2022). “We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1002275
Xu, Z., Zhang, M., Zhang, P., Luo, J., Tu, M., & Lai, Y. (2023). The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103296
Wang, P., & Fan, F. (2022). Examining and Expanding the Expectancy Disconfirmation Model: Evidence from Rural China. Discrete Dynamics in Nature and Society, 2022(1). https://doi.org/10.1155/2022/9378101
Wang, X., Yang, Z., & Liu, N. R. (2009). The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence From the Chinese Mainland’s Automobile Market. Journal of Global Marketing, 22(3), 199–215. https://doi.org/10.1080/08911760902845023
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258–270. https://doi.org/10.1177/002224378702400302
Westbrook, R. A., & Oliver, R. L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18(1), 84–91. https://doi.org/10.1086/209243
Westhuizen, L. M. van der. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management, 27(2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281/FULL/HTML
Ye, L., Bose, M., & Pelton, L. (2012). Dispelling the collective myth of Chinese consumers: a new generation of brand?conscious individualists. Journal of Consumer Marketing, 29(3), 190–201. https://doi.org/10.1108/07363761211221729
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Downloads
Publicado
Edição
Seção
Licença
Copyright (c) 2026 Revista de Administração FACES Journal
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade. Declaro, ainda, que uma vez publicado na Revista FACES, editada pela Universidade FUMEC, o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo à Universidade Fumec e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorias (Nº9609, de 19/02/98).
A Revista de Administração FACES Journal é licenciada sob Licença Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.
