A carregar...
Publicação
O efeito das celebridades na intenção de compra e na leadaldade à marca dos consumidores chineses
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 850.86 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Com o desenvolvimento contínuo do mercado, a concorrência entre as
empresas tornou-se cada vez mais acirrada, portanto, cada empresa adota
diversos métodos de marketing para obter vantagem na concorrência. Entre
esses métodos de marketing, o endosso por celebridade é muito comum. O
presente estudo visa analisar os impactos do endosso por celebridade, os
impactos da congruência e os efeitos moderadores de publicidade negativa
na intenção de compra e lealdade à marca dos consumidores no mercado
chinês.
Esta pesquisa é de natureza quantitativa e de abordagem não
probabilística, utilizando um questionário estruturado que foi desenvolvido
em mandarim e distribuído online como a ferramenta de recolha dos dados,
obtendo um total de 362 respostas válidas.
Os resultdados mostram que as celebridades endossante
caracterizadas por atratividade, confiablidade e expertise, têm as influências
postivas na intenção de compra e lealdade à marca. Além disso, verfica-se
que quando maior é a congruência entre o produto endossado e a
celebridade, maior é a congruência entre o produto e o consumdior, sendo
preditor da intenção de compra. No entando, a publicidade negativa das
celebriades não tem efeito moderador entre o endosso e a intenção de
compra e entre o endosso e a lealdade à marca dos chineses. Por fim, esta
tese fornece implicações teóricas e práticas importantes para investigadores
e profissionais sobre o uso de endossantes de celebridades.
With the continuous development of the market, competition between companies has become increasingly fierce, therefore, each company adopts various marketing methods to gain an advantage over the competition. Among these marketing methods, celebrity endorsement is very common. The present study aims to analyze the impacts of celebrity endorsement, the impacts of congruence and the moderating effects of negative publicity on consumers' purchase intention and brand loyalty in the Chinese market. This research is quantitative in nature and has a non-probabilistic approach, using a structured questionnaire that was developed in Mandarin and distributed online as the data collection tool, obtaining a total of 362 valid responses. The results show that celebrity endorsers characterized by attractiveness, trustworthiness and expertise have positive influences on purchase intention and brand loyalty. Furthermore, the greater the congruence between the endorsed product and celebrity, the greater the congruence between product and consumer, being a predictor of purchase intention. However, negative publicity from celebrities does not have a moderating effect between the endorsement and chinese people's purchase intention and between the endorsement and brand loyalty. Ultimately, this thesis provides important theoretical and practical implications for researchers and practitioners regarding the use of celebrity endorsers.
With the continuous development of the market, competition between companies has become increasingly fierce, therefore, each company adopts various marketing methods to gain an advantage over the competition. Among these marketing methods, celebrity endorsement is very common. The present study aims to analyze the impacts of celebrity endorsement, the impacts of congruence and the moderating effects of negative publicity on consumers' purchase intention and brand loyalty in the Chinese market. This research is quantitative in nature and has a non-probabilistic approach, using a structured questionnaire that was developed in Mandarin and distributed online as the data collection tool, obtaining a total of 362 valid responses. The results show that celebrity endorsers characterized by attractiveness, trustworthiness and expertise have positive influences on purchase intention and brand loyalty. Furthermore, the greater the congruence between the endorsed product and celebrity, the greater the congruence between product and consumer, being a predictor of purchase intention. However, negative publicity from celebrities does not have a moderating effect between the endorsement and chinese people's purchase intention and between the endorsement and brand loyalty. Ultimately, this thesis provides important theoretical and practical implications for researchers and practitioners regarding the use of celebrity endorsers.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Celebridade endossante Intenção de Compra Lealdade Publicidade Negativa Congruência Celebrity Endorser Purchase Intention Loyalty Negative Publicity Congruence
Contexto Educativo
Citação
Liu, Fangye (2023). “O efeito das celebridades na intenção de compra e na leadaldade à marca dos consumidores chineses”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão