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Loyalty determinants to a technology brand: The Sony playstation
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Orientador(es)
Resumo(s)
Num mercado com elevada concorrência, as empresas devem esforçar-se por criar laços de fidelidade com os seus clientes. Assim, o objetivo deste estudo centra-se na identificação dos antecedentes mais importantes da lealdade à marca Playstation da Sony. Desta forma, tentaremos preencher uma lacuna na literatura académica, uma vez que não existe um estu-do conhecido em Portugal que examine as relações entre variáveis que foram consideradas essenciais para alcançar a lealdade à marca Playstation da Sony. Este é o caso da experiência da marca, da notoriedade da marca, da satisfação com a marca, do brand engagement e da lealdade à marca. Esta investigação propõe um modelo teórico, testado através dos modelos de equações estruturais. Para este fim, foi utilizado um questionário online, colocado nas comunidades de marca do Facebook, e enviado também através de e-mail a vários estudantes do IPC e a um círculo de amigos, tendo sido recolhidos 236 questionários válidos.Os resultados obtidos indicam que a experiência com a marca tem um efeito positivo tanto na notoriedade da marca como no brand engagement. Por sua vez, a notoriedade da marca influencia positivamente o brand engagement e a satisfação com a marca. A no-toriedade da marca, por outro lado, tem um impacto positivo não só na satisfação com a marca, mas também na lealdade à marca Playstation da Sony. Finalmente, clientes satisfeitos tornam-se leais à marca Playstation da Sony.
ABSTRACT: In a market with high competition, companies must strive to create loyalty bonds with their customers. Thus, the purpose of this study focuses on identifying the most important antecedents of loyalty to the Sony PlayStation brand. In this way, we will try to fill a gap in academic literature, as there is no known study in Portugal that examines the relationships between variables that have been considered essential in achieving loyalty to the Sony PlayStation brand. This is the case of brand experience, brand awareness, brand satisfaction, brand engagement, and brand loyalty.This research proposes a theoretical model, tested through structural equation models. For this purpose, an online questionnaire was used, posted on Facebook brand communi-ties, and also sent, via email to several IPC students and a circle of friends, and 236 valid questionnaires were collected.The results obtained indicate that the experience with the brand has a positive effect on both brand awareness and brand engagement. In turn, brand awareness positively influen-ces brand engagement and brand satisfaction. Brand engagement, on the other hand, has a positive impact not only on brand satisfaction but also on Sony PlayStation brand loyalty. Finally, satisfied customers become loyal to the Sony PlayStation brand.
ABSTRACT: In a market with high competition, companies must strive to create loyalty bonds with their customers. Thus, the purpose of this study focuses on identifying the most important antecedents of loyalty to the Sony PlayStation brand. In this way, we will try to fill a gap in academic literature, as there is no known study in Portugal that examines the relationships between variables that have been considered essential in achieving loyalty to the Sony PlayStation brand. This is the case of brand experience, brand awareness, brand satisfaction, brand engagement, and brand loyalty.This research proposes a theoretical model, tested through structural equation models. For this purpose, an online questionnaire was used, posted on Facebook brand communi-ties, and also sent, via email to several IPC students and a circle of friends, and 236 valid questionnaires were collected.The results obtained indicate that the experience with the brand has a positive effect on both brand awareness and brand engagement. In turn, brand awareness positively influen-ces brand engagement and brand satisfaction. Brand engagement, on the other hand, has a positive impact not only on brand satisfaction but also on Sony PlayStation brand loyalty. Finally, satisfied customers become loyal to the Sony PlayStation brand.
Descrição
Palavras-chave
Notoriedade da marca Experiência com a marca Brand engagement Satisfação com a marca Lealdade à marca Brand awareness Brand experience Brand satisfaction Brans loyalty
Contexto Educativo
Citação
MARCOS, Anabela Maria Bello de Figueiredo ; NUNES, Pedro Emanuel Balhau (2022) - Loyalty determinents to a technology brand : The Sony playstation. GESTIN.ISSN 1645-2534. Ano 20, nº 24, p. 5-26.
Editora
Escola Superior de Gestão de Idanha-a-Nova