A influência do Brand Love e do Brand Gender no Brand Engagement no Facebook e seus efeitos no Brand Equity

Abstract

Este estudo tem como objetivo identificar as relações existentes entre as motivações, o Brand Love e o Brand Gender no Brand Engagement dos consumidores com as marcas no Facebook e avaliar seus efeitos no Brand Equity. Desenvolveu-se um modelo de estudo no intuito de compreender essas relações, realizou-se um questionário online que obteve 223 respostas válidas. Realizaram-se análises descritivas, factoriais e teste de hipóteses com recurso ao SPSS. Os resultados indicam que o Brand Engagement é dividido em dois componentes (ativo e passivo), e que cada um destes é mais influenciado por determinadas motivações. Verifica-se que apenas as marcas masculinas influenciam o Brand Engagement, porém tanto as marcas femininas quanto as masculinas influenciam o Brand Love. Observou-se também, que o Brand Love influencia positivamente o Brand Engagement e o Brand Equity. Confirmou-se ainda a relação entre o Brand Engagement e o Brand Equity; Abstract: The influence of Brand Love and Brand Gender on Consumer Brand Engagement on Facebook and its effects on Brand Equity The purposes of this study is identify the existent relationships between motivations; Brand Love and Brand Gender in consumers’ Brand Engagement with brands on Facebook and evaluate their effects on Brand Equity. A model of study was developed to understand these relationships; an online questionnaire was applied made which had 233 valid answers. Descriptive and factorial analyses were made and hypotheses were tested on the SPSS. Results show that Brand Engagement is divided into two components (active and passive), and each one is more influenced by specific motivations. It was also concluded that only masculine brands influence Brand Love. It was also seen that Brand Love positively influences Brand Engagement and Brand Equity. The connection between Brand Engagement and Brand Equity has been confirmed.