O valor e a autenticidade da marca influenciados pelos canais de distribuição
DOI:
https://doi.org/10.5902/1983465938763Palavras-chave:
Brand equity, Brand authenticity, Fit, Channels, LuxuryResumo
As marcas, onipresentes, podem proporcionar percepções diferentes do valor e autenticidade de marca entre os consumidores. Este artigo tem como objetivo identificar o impacto do ajuste entre uma marca premium posicionada, colocada em canais premium, em contraste com a colocação em canais populares. Um produto de uma marca idêntica pode ter seu valor de marca (valor da marca) alterado pelo ajuste da opção de canal, ou seja, um canal consistente em imagem e posicionamento de marca (high fit) impactaria um valor maior baseado no consumidor final (CBBE). Pretendemos contribuir para melhorar a compreensão do papel da estratégia de canal no valor da marca. Como proposta metodológica foram realizados experimentos e constatou-se que a consistência entre o posicionamento da marca e o canal (fit) leva os consumidores a avaliarem de forma diferenciada a equidade de marca baseada no consumidor (CBBE). O estudo constatou que o ajuste entre canal e marca tem efeito direto na intenção de compra do consumidor, isto é, quanto maior o ajuste, maior a intenção de compra. Dessa forma, constatou-se que a percepção de autenticidade da marca é afetada pelo ajuste entre o canal e as marcas. Quanto maior o ajuste com o canal, maior a percepção de autenticidade da marca.
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