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O efeito do co-branding “Masstige” na intenção de compra e na geração de Word-of-Mouth pelo Consumidor
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Resumo(s)
A estratégia de aliança entre marcas, conhecida como co-branding, é amplamente empregue em diversos setores de atividade e tem sido objeto de extensa investigação no campo do marketing. Embora a literatura tenha demonstrado a importância da compatibilidade de atributos para o sucesso de uma colaboração, a união de marcas que possuem atributos aparentemente conflitantes, como "massa" e "prestígio” tem tido imenso sucesso.
O propósito desta investigação consistiu em analisar o impacto do co-branding "masstige" em comparação com o co-branding de "massa" nas intenções de compra e na propensão a gerar word-of-mouth positivo para o novo produto resultante da colaboração entre marcas.
Foi empregue o método experimental para testar as hipóteses de investigação, fazendo uso de um questionário online, para conduzir uma experiência com 587 participantes, considerando dois cenários distintos: co-branding "masstige" e co-branding de massa.
Os resultados deste estudo revelaram que o co-branding "masstige" não demonstrou um aumento significativo na intenção de compra nem na disposição para o word-of-mouth. Além disso, a percepção de "brand coolness" para o co-branding “masstige” não teve um efeito mediador observado sobre a intenção de compra e a disposição para o word-of-mouth. No entanto, a perceção de exclusividade mostrou uma influência positiva e mediadora na intenção de compra, bem como na disposição para o WOM. Por fim, a característica individual de need for uniqueness teve um efeito moderador positivo na intenção de compra, embora não tenha demonstrado um efeito moderador na disposição para o word-of-mouth.
O presente estudo possibilita novo conhecimento sobre a dinâmica de um co-branding masstige e a avaliação feita pelo consumidor, levando em consideração fatores que não foram analisados antes. Além disso, são oferecidas contribuições práticas para empresas que possuam interesse na estratégia masstige por meio de uma colaboração entre marcas.
The strategy of alliance between brands, known as co-branding, is widely used in various sectors of activity and has been the subject of extensive research in the field of marketing. Although the literature has demonstrated the importance of compatibility of attributes for the success of a collaboration, the union of brands with apparently conflicting attributes, such as "mass" and "prestige" has been extremely successful. The purpose of this research was to analyze the impact of "masstige" co-branding compared to "mass" co-branding on purchase intentions and the propensity to generate positive word-of-mouth for the new product resulting from the collaboration between brands. The experimental method that was used to test the research hypotheses consisted in using an online questionnaire to conduct an experiment with 587 participants, considering two different scenarios: "masstige" co-branding and "mass" co-branding. The results of this study revealed that "masstige" co-branding did not show a significant increase in purchase intention or word-of-mouth willingness. In addition, the perception of "brand coolness" for "masstige" cobranding had no observed mediating effect on purchase intention and word-of-mouth willingness. However, the perception of exclusivity showed a positive and mediating influence on purchase intention, as well as on willingness to WOM. Finally, the individual characteristic of need for uniqueness had a positive moderating effect on purchase intention, although it did not show a moderating effect on word-of-mouth willingness. This study provides new knowledge about the dynamics of a masstige co-branding and consumer evaluation, considering factors that have not been analyzed before. In addition, it offers practical contributions for companies interested in the masstige strategy through collaboration between brands.
The strategy of alliance between brands, known as co-branding, is widely used in various sectors of activity and has been the subject of extensive research in the field of marketing. Although the literature has demonstrated the importance of compatibility of attributes for the success of a collaboration, the union of brands with apparently conflicting attributes, such as "mass" and "prestige" has been extremely successful. The purpose of this research was to analyze the impact of "masstige" co-branding compared to "mass" co-branding on purchase intentions and the propensity to generate positive word-of-mouth for the new product resulting from the collaboration between brands. The experimental method that was used to test the research hypotheses consisted in using an online questionnaire to conduct an experiment with 587 participants, considering two different scenarios: "masstige" co-branding and "mass" co-branding. The results of this study revealed that "masstige" co-branding did not show a significant increase in purchase intention or word-of-mouth willingness. In addition, the perception of "brand coolness" for "masstige" cobranding had no observed mediating effect on purchase intention and word-of-mouth willingness. However, the perception of exclusivity showed a positive and mediating influence on purchase intention, as well as on willingness to WOM. Finally, the individual characteristic of need for uniqueness had a positive moderating effect on purchase intention, although it did not show a moderating effect on word-of-mouth willingness. This study provides new knowledge about the dynamics of a masstige co-branding and consumer evaluation, considering factors that have not been analyzed before. In addition, it offers practical contributions for companies interested in the masstige strategy through collaboration between brands.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Word-of-mouth Masstige co-branding Exclusividade Brand coolness Need for uniqueness Exclusivity
Contexto Educativo
Citação
Lorga, Beatriz Mariani (2023). “O efeito do co-branding “Masstige” na intenção de compra e na geração de Word-of-Mouth pelo Consumidor”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão