A RELAO ENTRE A PREFERNCIA E O VALOR DA MARCA: UMA ABORDAGEM CONCEPTUAL marca, vaLor da marca, preferncia, atitudes, modeLos

duArte, PAulo
Universidade da Beira Interior, Portugal

Resumo O valor da marca (Brand Equity) tem assumido particular relevo na investigao de marketing. Vrios modelos tm procurado descrever as interaces entre o valor da marca e outros factores capazes de influenciar o comportamento de deciso do consumidor. Neste artigo, ser objecto de anlise o conceito da marca, sendo discutidas as duas principais abordagens. Adicionalmente sero sistematizadas as principais correntes sobre o conceito e os modelos de formao da preferncia pela marca. Seguidamente ser analisada a relao da preferncia pela marca com o valor da marca. Para explorar a relao entre os dois conceitos, este trabalho utiliza como referencial terico o modelo de investigao de Cobb-Walgren, Ruble e Donthu (1995). A partir da anlise realizada sugere-se a reformulao do modelo, atravs da introduo de um novo elemento, a incluso de duas novas relaes e a alterao da sequncia das relaes. Por ltimo sero discutidas as implicaes destas alteraes.

Abstract Over the last two decades the importance of brand equity in brand management research is growing and is now responsible for a steady stream of academic research. Several models have tried to describe the relationship between brand equity and many factors that may be capable of influence consumer behavior. The main objective of this article is to explore the role of preference on brand equity. To achieve it, this article present and discuss the main perspectives on the brand concept and synthesize the major theoretical approaches on brand preference concept and formation, in order to better analyze the relationship between brand preference and brand equity. Using the Cobb-Walgren, Ruble & Donthu (1995) model as reference, this review and reflection suggests the introduction of a new element to reflect the postpurchase satisfaction, two additional relations and a change in the sequence of two constructs. Finally the implications of these changes are discussed.

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