Brand Relationships on Retailing: The Impact of Image on Behavioral Intentions of Consumers

Authors

  • Euler Alves Brandão Universidade Federal de Minas Gerais - UFMG
  • Reynaldo Maia Muniz Universidade Federal de Minas Gerais - UFMG
  • Cid Gonçalves Filho FUMEC
  • Gian Franco Rocchiccioli Stetik Group
  • Gustavo Quiroga Souki UNA/DataConsumer
  • Renata Livramento FUMEC

DOI:

https://doi.org/10.5902/198346593069

Abstract

The electronics retail market has been growing in a remarkable way. On the other hand, the strong competition in retail and the fact that the same retailers sell products of similar brands and models, poses a
significant challenge for its differentiation. That's the purpose of this work, which aims at proposing a scale that measures these retailers' image, identifying the factors that impacted this image the most, as well as verifying the possible impacts of the image in the consumers' behavioral intentions. Thus, 48 detailed interviews and 4 discussion groups were carried out plus 490 questionnaires. After the scales were validated, a structural model was tested. It was observed that that the Instrumental elements, followed by the factors Products and Appearance/ Assistance in the Store were the ones that caused the biggest impact in the retailer's Image. On the other hand, the Image presented a high impact in the purchase intention and word of mouth communication, which is determinant for these retailers' performance in the market. The article contributes with the development of Image scale for Electronics' Retailers as well as in the evidence of the significant impacts of this image in the behavioral intentions. The image scale can also be applied by retailers in a managerial way as an image diagnosis and comparative measurement with competitors.

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Author Biographies

Euler Alves Brandão, Universidade Federal de Minas Gerais - UFMG

President of Stetik Group, PhD student at Federal University of Minas Gerais (UFMG), MSc in Business Administration at Federal University of Santa Catarina (UFSC).

Reynaldo Maia Muniz, Universidade Federal de Minas Gerais - UFMG

Doctor in Political Sciences and Public Management, Universidad Complutense de Madrid, MSc in Political
Sciences at Federal University of Minas Gerais (UFMG), Professor and Researcher at at Federal University of Minas
Gerais (UFMG). Affiliation: UFMG. Brazil. E-mail: reynaldo@reitoria.ufmg.br

Cid Gonçalves Filho, FUMEC

Doctor in Business Administration at Federal University of Minas Gerais (UFMG), MSc in Information Science (UFMG), Professor and Researcher at FUMEC, Brazil, Director of DataConsumer.

Gian Franco Rocchiccioli, Stetik Group

CEO of Sart/Dreamaker Brand and Design, author of “The Secret of Ebbinghaus” (book about branding), Consultant
and Adman.

Gustavo Quiroga Souki, UNA/DataConsumer

Doctor in Business Administration (UFLA), MSc in Business Adminstration at Federal University of Lavras (UFLA),
Professor and Researcher at UNA

Renata Livramento, FUMEC

PhD Student at Fumec University Brazil, MSc. in Business Administration at Fumec University.

Published

2011-05-24

How to Cite

Brandão, E. A., Muniz, R. M., Gonçalves Filho, C., Rocchiccioli, G. F., Souki, G. Q., & Livramento, R. (2011). Brand Relationships on Retailing: The Impact of Image on Behavioral Intentions of Consumers. Revista De Administração Da UFSM, 4(1), 170–186. https://doi.org/10.5902/198346593069

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Section

Articles