The Role of Consumer Experiences in Building the image of brands: A Study in Airlines
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Data de Publicação: | 2015 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Pesquisa em Turismo |
Texto Completo: | https://rbtur.org.br/rbtur/article/view/745 |
Resumo: | Studies on brand and consumer experience gained emphasis from the twentieth century, however the relationship between these themes still has gaps. Therefore, this study examines the role of consumer experiences in building the brand image through the identification of thoughts, feelings and actions arising from consumer experiences with airlines, and the types of associations that the consumer makes such marks. Therefore, a variation of qualitative critical incident technique was used, considering those remembered experiences that have excelled in consumer perception, interviewing ten users of air services, based on a two parts semi-structured form: description of experiences with airlines and information about the image of the brands of airlines. The analyzed data have revealed that thoughts, feelings and actions arising from consumer experiences become important elements in shaping the perception of brands of airlines. Through the consumption experience, consumers mainly use the service attributes to build their perception of the marks of the airlines. These attributes are used either directly as to support other types of associations such as those related to company size. |
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The Role of Consumer Experiences in Building the image of brands: A Study in AirlinesEl papel de las experiencias de los consumidores en la construcción de la imagen de las marcas: A Study in AerolíneasO Papel das Experiências de Consumo na Construção da Imagem das Marcas: Um Estudo nas Companhias AéreasConsumer Experiences. Brand Image. Airline Industry. Critical incident.Experiencias de consumo. La imagen de marca. La industria de las aerolíneas. Incidentes críticos.Experiências de consumo. Imagem de Marca. Setor aéreo. Incidente crítico.Studies on brand and consumer experience gained emphasis from the twentieth century, however the relationship between these themes still has gaps. Therefore, this study examines the role of consumer experiences in building the brand image through the identification of thoughts, feelings and actions arising from consumer experiences with airlines, and the types of associations that the consumer makes such marks. Therefore, a variation of qualitative critical incident technique was used, considering those remembered experiences that have excelled in consumer perception, interviewing ten users of air services, based on a two parts semi-structured form: description of experiences with airlines and information about the image of the brands of airlines. The analyzed data have revealed that thoughts, feelings and actions arising from consumer experiences become important elements in shaping the perception of brands of airlines. Through the consumption experience, consumers mainly use the service attributes to build their perception of the marks of the airlines. These attributes are used either directly as to support other types of associations such as those related to company size.Este estudio analiza el papel de las experiencias de consumo en la construcción de la imagen de las marcas de la identificación de los pensamientos, sentimientos y acciones a partir de las experiencias de los consumidores con las compañías aéreas, y los tipos de asociaciones que el consumidor hace tales marcas. Por lo tanto, se utilizó una variación técnica cualitativa del incidente crítico que considera esas experiencias recordadas que se han destacado en la percepción del consumidor. Entrevistamos a diez usuarios de los servicios aéreos, mediante el formulario semi estructurado en dos partes: descripción de experiencias con las compañías aéreas y la información acerca de la imagen de las marcas de las compañías aéreas. Los datos analizados se han puesto de manifiesto que los pensamientos, sentimientos y acciones de las experiencias de los consumidores son elementos importantes en la formación de la imagen de las marcas de las compañías aéreas. Se observó que el estado emocional de los encuestados, el resultado de su interacción con los atributos de estos experiencia operando, tiende a influir en su comportamiento de compra futura, dando evidencia de la relación entre la imagen de marca y su preferencia entre. Los consumidores utilizan principalmente los atributos de servicio para construir su percepción de las marcas de las aerolíneas.O presente estudo analisa o papel das experiências de consumo na construção da imagem das marcas, a partir da identificação dos pensamentos, sentimentos e ações oriundas das experiências de consumo com as companhias aéreas, e dos tipos de associações que o consumidor faz de tais marcas. Para tanto, utilizou-se uma variação da técnica qualitativa do incidente crítico, que considera aquelas experiências lembradas que tenham se destacado na percepção do consumidor. Foram entrevistados dez usuários dos serviços aéreos, empregando-se formulário semiestruturado em dois blocos: descrição das experiências com as companhias aéreas e informações sobre a imagem das marcas das companhias aéreas. Os dados analisados permitem afirmar que pensamentos, sentimentos e ações oriundas das experiências de consumo tornam-se importantes elementos na formação da imagem das marcas das companhias aéreas. Observou-se que o estado emocional dos pesquisados, resultado de sua interação com os atributos do serviço presentes na experiência, tende a influenciar seus comportamentos de compra futuros, dando indícios da relação entre imagem da marca e sua preferência. Os consumidores utilizam principalmente os atributos do serviço para construir sua percepção sobre as marcas das companhias aéreas.Anptur2015-04-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewedEvaluado por paresAvaliado por paresTécnica do Incidente Críticoapplication/pdfhttps://rbtur.org.br/rbtur/article/view/74510.7784/rbtur.v9i1.745Revista Brasileira de Pesquisa em Turismo; Vol. 9 No. 1 (2015): January/April; 138-155Revista Brasileira de Pesquisa em Turismo; Vol. 9 Núm. 1 (2015): Enero/Abril; 138-155Revista Brasileira de Pesquisa em Turismo; v. 9 n. 1 (2015): janeiro/abril; 138-1551982-6125reponame:Revista Brasileira de Pesquisa em Turismoinstname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)instacron:ANPPGTporhttps://rbtur.org.br/rbtur/article/view/745/668Copyright (c) 2015 Revista Brasileira de Pesquisa em Turismoinfo:eu-repo/semantics/openAccessVasconcelos, Ana Iris TomásMachado, Diego de QueirozAlmeida, Silvio Romero deArruda, Danielle Miranda de OliveiraMatos, Fátima Regina Ney2020-06-01T22:25:18Zoai:ojs.emnuvens.com.br:article/745Revistahttps://rbtur.org.br/rbturONGhttps://rbtur.org.br/rbtur/oai||edrbtur@gmail.com|| glauber.santos@usp.br1982-61251982-6125opendoar:2020-06-01T22:25:18Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)false |
dc.title.none.fl_str_mv |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines El papel de las experiencias de los consumidores en la construcción de la imagen de las marcas: A Study in Aerolíneas O Papel das Experiências de Consumo na Construção da Imagem das Marcas: Um Estudo nas Companhias Aéreas |
title |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
spellingShingle |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines Vasconcelos, Ana Iris Tomás Consumer Experiences. Brand Image. Airline Industry. Critical incident. Experiencias de consumo. La imagen de marca. La industria de las aerolíneas. Incidentes críticos. Experiências de consumo. Imagem de Marca. Setor aéreo. Incidente crítico. |
title_short |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
title_full |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
title_fullStr |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
title_full_unstemmed |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
title_sort |
The Role of Consumer Experiences in Building the image of brands: A Study in Airlines |
author |
Vasconcelos, Ana Iris Tomás |
author_facet |
Vasconcelos, Ana Iris Tomás Machado, Diego de Queiroz Almeida, Silvio Romero de Arruda, Danielle Miranda de Oliveira Matos, Fátima Regina Ney |
author_role |
author |
author2 |
Machado, Diego de Queiroz Almeida, Silvio Romero de Arruda, Danielle Miranda de Oliveira Matos, Fátima Regina Ney |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Vasconcelos, Ana Iris Tomás Machado, Diego de Queiroz Almeida, Silvio Romero de Arruda, Danielle Miranda de Oliveira Matos, Fátima Regina Ney |
dc.subject.por.fl_str_mv |
Consumer Experiences. Brand Image. Airline Industry. Critical incident. Experiencias de consumo. La imagen de marca. La industria de las aerolíneas. Incidentes críticos. Experiências de consumo. Imagem de Marca. Setor aéreo. Incidente crítico. |
topic |
Consumer Experiences. Brand Image. Airline Industry. Critical incident. Experiencias de consumo. La imagen de marca. La industria de las aerolíneas. Incidentes críticos. Experiências de consumo. Imagem de Marca. Setor aéreo. Incidente crítico. |
description |
Studies on brand and consumer experience gained emphasis from the twentieth century, however the relationship between these themes still has gaps. Therefore, this study examines the role of consumer experiences in building the brand image through the identification of thoughts, feelings and actions arising from consumer experiences with airlines, and the types of associations that the consumer makes such marks. Therefore, a variation of qualitative critical incident technique was used, considering those remembered experiences that have excelled in consumer perception, interviewing ten users of air services, based on a two parts semi-structured form: description of experiences with airlines and information about the image of the brands of airlines. The analyzed data have revealed that thoughts, feelings and actions arising from consumer experiences become important elements in shaping the perception of brands of airlines. Through the consumption experience, consumers mainly use the service attributes to build their perception of the marks of the airlines. These attributes are used either directly as to support other types of associations such as those related to company size. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-04-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer reviewed Evaluado por pares Avaliado por pares Técnica do Incidente Crítico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/745 10.7784/rbtur.v9i1.745 |
url |
https://rbtur.org.br/rbtur/article/view/745 |
identifier_str_mv |
10.7784/rbtur.v9i1.745 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/745/668 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista Brasileira de Pesquisa em Turismo info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista Brasileira de Pesquisa em Turismo |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Anptur |
publisher.none.fl_str_mv |
Anptur |
dc.source.none.fl_str_mv |
Revista Brasileira de Pesquisa em Turismo; Vol. 9 No. 1 (2015): January/April; 138-155 Revista Brasileira de Pesquisa em Turismo; Vol. 9 Núm. 1 (2015): Enero/Abril; 138-155 Revista Brasileira de Pesquisa em Turismo; v. 9 n. 1 (2015): janeiro/abril; 138-155 1982-6125 reponame:Revista Brasileira de Pesquisa em Turismo instname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) instacron:ANPPGT |
instname_str |
Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
instacron_str |
ANPPGT |
institution |
ANPPGT |
reponame_str |
Revista Brasileira de Pesquisa em Turismo |
collection |
Revista Brasileira de Pesquisa em Turismo |
repository.name.fl_str_mv |
Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
repository.mail.fl_str_mv |
||edrbtur@gmail.com|| glauber.santos@usp.br |
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