The allure of ubiquity: brand equity and brand authenticity influenced by distribution channels

Authors

DOI:

https://doi.org/10.5902/1983465938763

Keywords:

Brand equity, Brand authenticity, Fit, Channels, Luxury

Abstract

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity.

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Author Biographies

Samanta Puglia Dal Farra, Universidade Federal do Paraná, Curitiba, PR

Mestre em Administração, Linha de pesquisa - Marketing/Comportamento do Consumidor pela UFPR. Possui MBA em Gestão Executiva pela FIA/USP - SP, especialização em varejo pela FGV-SP, especialização em varejo nos Estados Unidos pela Youngstown University, Bacharel em Marketing pela Universidade Paulista - SP. 

Mauricio Jucá Queiroz, FIA (Fundação Instituto de Administração)

Diretor da Faculdade Fia de Administração e Negocios

Paulo Henrique Müller Prado, Universidade Federal do Paraná, Curitiba, PR

Professor Associado da Universidade Federal do Paraná , Brasil

Renata Steffanoni Bernardes de Queiroz, Faculdades de Campinas, Campinas, SP

Doutorado em Ciencias da Comunicação pela Universidade de São Paulo, Brasil. Atualmente é Coordenadora de Pesquisa e Iniciação Científica da Facamp, instituição na qual coordenou o curso de Propaganda e Marketing por 2 anos. 

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Published

2019-07-30

How to Cite

Farra, S. P. D., Queiroz, M. J., Prado, P. H. M., & Queiroz, R. S. B. de. (2019). The allure of ubiquity: brand equity and brand authenticity influenced by distribution channels. Revista De Administração Da UFSM, 12(3), 418–433. https://doi.org/10.5902/1983465938763

Issue

Vol. 12 No. 3 (2019): Jul-Sep

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