Comprometimento emocional, lealdade e amor à marca: a construção de relacionamento entre estudantes e as instituições de ensino superior

• Autor(a) principal: Carvalhal, Breno Brossard de Mello
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/428
• topic: comportamento do consumidor; inteligência de mercado; lealdade; amor à marca; comprometimento emocional; consumer behavior; market intelligence; emotional commitment; love brand; loyalty; higher education institutions; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Currently, education in Brazil is a sector with many competitors, who have bet on the potential growth of the sector in the country, given its notorious public educational deficit. In this context, strategies of differentiation by HEIs become necessary in the search for attraction and loyalty of students. The purpose of this study was to investigate the strength of the antecedents social integration and academic integration, perceived quality and confidence in the emotional commitment with HEI and its relation with loyalty, as well as to test the impact of loyalty to HEI on the love of the brand. The proposed conceptual model was based on the seminal study of Hennig-Thurau, Langer and Hansen (2001), as well as on the applications of the model of these authors in the Brazilian context, among them Bergamo (2008) and Marques (2008). As an additional contribution, the addition of the brand love construct as a result of loyalty was proposed and operationalized. Next to the model was added the concept of love to the brand of Loureiro, Vrontis and Kaufmann (2014) as a result of student loyalty. In the empirical field, a survey was carried out with 306 students from an HEI located in the city of São Paulo. The present research made it possible to highlight the strength of three antecedents in the construction of students’ emotional commitment to HEI: social and academic integration, perceived quality and trust. These results are in line with previous studies by Bergamo (2008), Marques (2008) and Henning-Thurau, Langer and Hansen (2001). As an additional result of previous empirical research, it has also been found that brand love is a result of the student's loyalty to HEI. In this way, the greater the emotional commitment, the greater the student's loyalty and, consequently, his love for the brand. These results confirm the findings of previous studies conducted in the Brazilian context, as well as add a new significant relationship between student loyalty and brand love.