Luxury Brands: Awareness and image and its influence on loyalty and engagement
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Contextus (Fortaleza. Online) |
Texto Completo: | http://periodicos.ufc.br/contextus/article/view/71415 |
Resumo: | This work is based on the concept of Brand Equity in the luxury sector. It analyzes the relationships between Awareness, Image and Loyaty, including Engagement in its relationship with commented variables. A theoretical model was specified and tested by Confirmatory Factor Analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The model had a good fit to the data. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands. |
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Contextus (Fortaleza. Online) |
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Luxury Brands: Awareness and image and its influence on loyalty and engagementMarcas de lujo: Notoriedad e imagen y su influencia en la lealtad y el engagementMarcas de luxo: Conscientização e imagem e sua influência na lealdade e no engajamentoluxury brands;brand awareness;brand image;brand loyalty;engagement.marcas de lujo;notoriedad de marca;imagen de marca;lealtad a la marca;compromiso.marcas de luxo;conscientização da marca;imagem de marca;fidelidade à marca;engajamento.This work is based on the concept of Brand Equity in the luxury sector. It analyzes the relationships between Awareness, Image and Loyaty, including Engagement in its relationship with commented variables. A theoretical model was specified and tested by Confirmatory Factor Analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The model had a good fit to the data. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands. Este trabajo se basa en el concepto de Brand Equity en el sector del lujo. Analiza las relaciones entre Notoriedad, Imagen y Loyaty, incluyendo Engagement en su relación con las variables comentadas. Un modelo teórico fue especificado y probado por Análisis Factorial Confirmatorio. Las hipótesis se han probado mediante un modelo de ecuaciones estructurales. Cada hipótesis ha resultado ser significativa. El modelo se ajustaba bien a los datos. Las conclusiones obtenidas del análisis de los datos nos permiten describir los efectos que se producen entre las variables, siendo importantes para su gestión para que los directivos de las empresas de lujo puedan incrementar el valor de sus marcas.Este trabalho é baseado no conceito de Brand Equity no setor de luxo. Analisa as relações entre Conscientização, Imagem e Lealdade, incluindo Engajamento em sua relação com as variáveis comentadas. Um modelo teórico foi especificado e testado por Análise Fatorial Confirmatória. As hipóteses foram testadas executando um modelo de equações estruturais. Cada hipótese resultou ser significativa. O modelo se ajustou bem aos dados. As conclusões obtidas a partir da análise dos dados permitem descrever os efeitos que ocorrem entre as variáveis, sendo importantes para a sua gestão para que os gestores das empresas de luxo possam aumentar o valor das suas marcas.FEAAC/UFC2021-10-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/ziphttp://periodicos.ufc.br/contextus/article/view/7141510.19094/contextus.2021.71415Contextus - Contemporary Journal of Economics and Management; Vol 19: jan/dec 2021; 305-315Contextus – Revista Contemporánea de Economía y Gestión; Vol. 19: jan/dez 2021; 305-315Contextus – Revista Contemporânea de Economia e Gestão; v. 19: jan/dez 2021; 305-3152178-92581678-2089reponame:Contextus (Fortaleza. Online)instname:Universidade Federal do Ceará (UFC)instacron:UFCenghttp://periodicos.ufc.br/contextus/article/view/71415/197370http://periodicos.ufc.br/contextus/article/view/71415/197445http://periodicos.ufc.br/contextus/article/view/71415/197446http://periodicos.ufc.br/contextus/article/view/71415/197447http://periodicos.ufc.br/contextus/article/view/71415/197448Copyright (c) 2021 Revista: apenas para a 1a. publicaçãohttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGallart-Camahort, Valentínde la Oliva-Ramos, EugenioFernández-Durán, Laura2022-02-08T12:38:24Zoai:periodicos.ufc:article/71415Revistahttp://periodicos.ufc.br/contextusPUBhttp://periodicos.ufc.br/contextus/oairevistacontextus@ufc.br2178-92581678-2089opendoar:2022-02-08T12:38:24Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)false |
dc.title.none.fl_str_mv |
Luxury Brands: Awareness and image and its influence on loyalty and engagement Marcas de lujo: Notoriedad e imagen y su influencia en la lealtad y el engagement Marcas de luxo: Conscientização e imagem e sua influência na lealdade e no engajamento |
title |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
spellingShingle |
Luxury Brands: Awareness and image and its influence on loyalty and engagement Gallart-Camahort, Valentín luxury brands; brand awareness; brand image; brand loyalty; engagement. marcas de lujo; notoriedad de marca; imagen de marca; lealtad a la marca; compromiso. marcas de luxo; conscientização da marca; imagem de marca; fidelidade à marca; engajamento. |
title_short |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
title_full |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
title_fullStr |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
title_full_unstemmed |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
title_sort |
Luxury Brands: Awareness and image and its influence on loyalty and engagement |
author |
Gallart-Camahort, Valentín |
author_facet |
Gallart-Camahort, Valentín de la Oliva-Ramos, Eugenio Fernández-Durán, Laura |
author_role |
author |
author2 |
de la Oliva-Ramos, Eugenio Fernández-Durán, Laura |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Gallart-Camahort, Valentín de la Oliva-Ramos, Eugenio Fernández-Durán, Laura |
dc.subject.por.fl_str_mv |
luxury brands; brand awareness; brand image; brand loyalty; engagement. marcas de lujo; notoriedad de marca; imagen de marca; lealtad a la marca; compromiso. marcas de luxo; conscientização da marca; imagem de marca; fidelidade à marca; engajamento. |
topic |
luxury brands; brand awareness; brand image; brand loyalty; engagement. marcas de lujo; notoriedad de marca; imagen de marca; lealtad a la marca; compromiso. marcas de luxo; conscientização da marca; imagem de marca; fidelidade à marca; engajamento. |
description |
This work is based on the concept of Brand Equity in the luxury sector. It analyzes the relationships between Awareness, Image and Loyaty, including Engagement in its relationship with commented variables. A theoretical model was specified and tested by Confirmatory Factor Analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The model had a good fit to the data. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-10-04 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://periodicos.ufc.br/contextus/article/view/71415 10.19094/contextus.2021.71415 |
url |
http://periodicos.ufc.br/contextus/article/view/71415 |
identifier_str_mv |
10.19094/contextus.2021.71415 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://periodicos.ufc.br/contextus/article/view/71415/197370 http://periodicos.ufc.br/contextus/article/view/71415/197445 http://periodicos.ufc.br/contextus/article/view/71415/197446 http://periodicos.ufc.br/contextus/article/view/71415/197447 http://periodicos.ufc.br/contextus/article/view/71415/197448 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Revista: apenas para a 1a. publicação http://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Revista: apenas para a 1a. publicação http://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/zip |
dc.publisher.none.fl_str_mv |
FEAAC/UFC |
publisher.none.fl_str_mv |
FEAAC/UFC |
dc.source.none.fl_str_mv |
Contextus - Contemporary Journal of Economics and Management; Vol 19: jan/dec 2021; 305-315 Contextus – Revista Contemporánea de Economía y Gestión; Vol. 19: jan/dez 2021; 305-315 Contextus – Revista Contemporânea de Economia e Gestão; v. 19: jan/dez 2021; 305-315 2178-9258 1678-2089 reponame:Contextus (Fortaleza. Online) instname:Universidade Federal do Ceará (UFC) instacron:UFC |
instname_str |
Universidade Federal do Ceará (UFC) |
instacron_str |
UFC |
institution |
UFC |
reponame_str |
Contextus (Fortaleza. Online) |
collection |
Contextus (Fortaleza. Online) |
repository.name.fl_str_mv |
Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC) |
repository.mail.fl_str_mv |
revistacontextus@ufc.br |
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1798045753582551040 |