Consumer Involvement and Perceptions of Repositioned Brands

Authors

  • Flavia Szylit Mestre em Administração de Empresas pela Fundação Getúlio Vargas
  • Giuliana Isabella Doutoranda em Administração de Empresas pela Faculdade de Economia e Administração da Universidade de São Paulo
  • Lucia Salmonson Guimarães Barros Doutoranda em Administração de Empresas pela EBAPE/FGV.

DOI:

https://doi.org/10.5902/1983465913729

Abstract

This study was designed to identify the relationship between consumers’ involvement with a brand, their perception of its repositioning, and their consumption of the brand after repositioning. The object of study, the McDonald’s fast food chain, included healthy items on its menu as part of a bid to reposition its brand. Data were collected via online questionnaires, which were answered by 214 individuals. Data were analyzed using econometrics, resulting in the preparation of a simultaneous equation model with two regressions, whose dependent variables were perception and consumption. The results indicated that perception of brand repositioning depended positively on the consumers’ attitudes towards a balanced diet and how often they frequent McDonald’s, while there was a negative relationship with the consumers’ age, sex, education, and how important they felt the nutritional value of foods was. The results suggest that perception is influenced by personal stimuli and emotional involvement with the brand. However, adherence to the brand after repositioning was not found to be influenced by any kind of involvement, but by the consumers’ personal stimuli.

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Author Biographies

Flavia Szylit, Mestre em Administração de Empresas pela Fundação Getúlio Vargas

Graduação em Administração pelo Insper Instituto de Ensino e Pesquisa. Mestrado em Administração de Empresas pela Fundação Getúlio Vargas (EAESP-FGV)

Giuliana Isabella, Doutoranda em Administração de Empresas pela Faculdade de Economia e Administração da Universidade de São Paulo

Graduação em Administração de Empresas pela Escola Superior de Propaganda e Marketing. Mestre em Administração de Empresas para Fundação Getúlio Vargas (EAESP/FGV) e Doutoranda em Administração de Empresas pela Universidade de São Paulo com Ênfase em Marketing (FEA/USP).

Endereço: Av. Comendador Alberto Bonfilgiioli 210; Cotia, SP - Cep: 06709-600.

Telefone: (11) 9.9749-7641

Lucia Salmonson Guimarães Barros, Doutoranda em Administração de Empresas pela EBAPE/FGV.

Graduação e Mestrado pela Fundação Getulio Vargas (EAESP) e Doutoranda em Administração de Empresas pela EBAPE-FGV.

Endereço: Fundação Getúlio Vargas, Escola Brasileira de Administração Pública e de Empresas. Praia de Botafogo, 190
Botafogo, 01313902 - Rio de Janeiro, RJ - Brasil
Telefone: (21) 985018636

Published

2018-07-18

How to Cite

Szylit, F., Isabella, G., & Barros, L. S. G. (2018). Consumer Involvement and Perceptions of Repositioned Brands. Revista De Administração Da UFSM, 11(2), 228–246. https://doi.org/10.5902/1983465913729

Issue

Section

Articles