A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/1382 |
Resumo: | This research, inserted into the marketing area, aims to investigate the influence of self-expanded (ARON et al., 1991) on consumer behavior in the Harley-Davidson brand community, an American brand of motorcycles, worldwide famous, whose owners get together, motivated by the brand for several purposes (SOLOMON, 2011). The problem raised by this research is to understand how is the influence of self-expanded on consumer behavior in the Harley-Davidson brand community. Thus, the rationale for this study lies in the approach taken by the light of the Theory of Planned Behavior (AJZEN, 1985) that consumers are influenced or motivated to participate in collective meetings, taking as a starting point the context in which they live, which is provided by the Harley-Davidson brand and they suffer behavioral changes due to the relationships that establish the self-expanded (ARON et. al., 1991) In addition, the brand has consumers that come together and are formed in a strong community setting out mutual commitments which share the same social identity. (BAGGOZI & DHOLAKIA, 2006; ATKIN, 2007; UNDEWOOD, BOND & BAER, 2001). The relevance of this study points to the fact that brand communities represent the key role study for the area of Marketing in Brazil because they offer conditions for us to investigate and understand, in depth, issues related to consumer behavior, understanding of the influence and the kind of culture that the Brazilian consumer receives in regard to Brand equity (ATKIN, 2007; YOO & DONTHU, 2001; AAKER 1998). The corpus of the research included a survey with 193 participants of brand communities. The methodological approach used was quantitative using the SmartPLS for data analysis. The results show that intergroup relations, with respect to attitudes, wishes and positive emotions are feelings shared and that enhance the desire to participate in the activities of this brand community, which culminates with the expansion of the participant's self Harley-Davidson community for belonging, involvement, social identity and behavior with the brand. |
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Silva, Dirceu dahttp://lattes.cnpq.br/9583759917108842Rossi, George Bedinellihttp://lattes.cnpq.br/6837228828495794Bido, Di??genes de Souzahttp://lattes.cnpq.br/7757562071320086Popadiuk, Silviohttp://lattes.cnpq.br/1784002683973468Silva, Dirceu dahttp://lattes.cnpq.br/9583759917108842Strehlau, Suzanehttp://lattes.cnpq.br/7001960538148118http://lattes.cnpq.br/5569375567198860Santos, Edna de Souza Machado2016-06-06T20:05:55Z2015-06-25Santos, Edna de Souza Machado. A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca. 2015. 110 f. Tese( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1382This research, inserted into the marketing area, aims to investigate the influence of self-expanded (ARON et al., 1991) on consumer behavior in the Harley-Davidson brand community, an American brand of motorcycles, worldwide famous, whose owners get together, motivated by the brand for several purposes (SOLOMON, 2011). The problem raised by this research is to understand how is the influence of self-expanded on consumer behavior in the Harley-Davidson brand community. Thus, the rationale for this study lies in the approach taken by the light of the Theory of Planned Behavior (AJZEN, 1985) that consumers are influenced or motivated to participate in collective meetings, taking as a starting point the context in which they live, which is provided by the Harley-Davidson brand and they suffer behavioral changes due to the relationships that establish the self-expanded (ARON et. al., 1991) In addition, the brand has consumers that come together and are formed in a strong community setting out mutual commitments which share the same social identity. (BAGGOZI & DHOLAKIA, 2006; ATKIN, 2007; UNDEWOOD, BOND & BAER, 2001). The relevance of this study points to the fact that brand communities represent the key role study for the area of Marketing in Brazil because they offer conditions for us to investigate and understand, in depth, issues related to consumer behavior, understanding of the influence and the kind of culture that the Brazilian consumer receives in regard to Brand equity (ATKIN, 2007; YOO & DONTHU, 2001; AAKER 1998). The corpus of the research included a survey with 193 participants of brand communities. The methodological approach used was quantitative using the SmartPLS for data analysis. The results show that intergroup relations, with respect to attitudes, wishes and positive emotions are feelings shared and that enhance the desire to participate in the activities of this brand community, which culminates with the expansion of the participant's self Harley-Davidson community for belonging, involvement, social identity and behavior with the brand.Esta pesquisa, inserida na linha de marketing, tem por objetivo investigar a influ??ncia do self-expandido (ARON et al., 1991) sobre o comportamento do consumidor na comunidade de marca Harley-Davidson, marca americana de motocicletas, cujos propriet??rios se re??nem, motivados pela marca, para finalidades diversas (SOLOMON, 2011). O problema levantado foi compreender como ocorre a influ??ncia do self-expandido sobre o comportamento do consumidor na comunidade de marca Harley-Davidson. A relev??ncia deste estudo se d?? pelo fato de que as comunidades de marca representam papel fundamental de estudo para a ??rea de Marketing no Brasil, pois oferecem condi????es para se investigar e compreender, com mais profundidade, aspectos relacionados ao comportamento do consumidor, a compreens??o sobre a influ??ncia e o tipo de cultura que o consumidor brasileiro recebe no que se refere ?? brand equity (ATKIN, 2007; YOO & DONTHU, 2001; AAKER, 1998). O corpus da pesquisa contou com uma survey com 193 participantes de comunidades de marca. A abordagem metodol??gica utilizada foi quantitativa com a utiliza????o do SmartPLS para an??lise dos dados. Os resultados obtidos demonstram que as rela????es intergrupais, no que tange ??s atitudes, desejos e emo????es positivas, s??o sentimentos compartilhados e que ampliam o desejo em participar das atividades dessa comunidade de marca, o que culmina com a expans??o do self do participante da comunidade Harley-Davidson, pelo pertencimento, envolvimento, identidade social e comportamento com a marca.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-06T20:05:55Z No. of bitstreams: 1 Edna de Souza Machado.pdf: 1327243 bytes, checksum: 7c82d441ec8cc32bdcc377b918bff284 (MD5)Made available in DSpace on 2016-06-06T20:05:55Z (GMT). No. of bitstreams: 1 Edna de Souza Machado.pdf: 1327243 bytes, checksum: 7c82d441ec8cc32bdcc377b918bff284 (MD5) Previous issue date: 2015-06-25application/pdfporUniversidade Nove de JulhoPrograma de P??s-Gradua????o em Administra????oUNINOVEBrasilAdministra????ocomunidade de marcaidentifica????o socialHarley-Davidsonself-expandidobrand communitysocial identificationHarley-Davidsonself-expandedCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA influ??ncia do self-expandido no comportamento do consumidor em comunidade de marcaThe influence of self-expanded consumer behavior in brand communitiesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALEdna de Souza Machado.pdfEdna de Souza Machado.pdfapplication/pdf1327243http://localhost:8080/tede/bitstream/tede/1382/2/Edna+de+Souza+Machado.pdf7c82d441ec8cc32bdcc377b918bff284MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1382/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/13822016-06-06 17:05:55.738oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-06-06T20:05:55Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
dc.title.alternative.eng.fl_str_mv |
The influence of self-expanded consumer behavior in brand communities |
title |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
spellingShingle |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca Santos, Edna de Souza Machado comunidade de marca identifica????o social Harley-Davidson self-expandido brand community social identification Harley-Davidson self-expanded CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
title_full |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
title_fullStr |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
title_full_unstemmed |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
title_sort |
A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca |
author |
Santos, Edna de Souza Machado |
author_facet |
Santos, Edna de Souza Machado |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Silva, Dirceu da |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9583759917108842 |
dc.contributor.referee1.fl_str_mv |
Rossi, George Bedinelli |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/6837228828495794 |
dc.contributor.referee2.fl_str_mv |
Bido, Di??genes de Souza |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7757562071320086 |
dc.contributor.referee3.fl_str_mv |
Popadiuk, Silvio |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/1784002683973468 |
dc.contributor.referee4.fl_str_mv |
Silva, Dirceu da |
dc.contributor.referee4Lattes.fl_str_mv |
http://lattes.cnpq.br/9583759917108842 |
dc.contributor.referee5.fl_str_mv |
Strehlau, Suzane |
dc.contributor.referee5Lattes.fl_str_mv |
http://lattes.cnpq.br/7001960538148118 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5569375567198860 |
dc.contributor.author.fl_str_mv |
Santos, Edna de Souza Machado |
contributor_str_mv |
Silva, Dirceu da Rossi, George Bedinelli Bido, Di??genes de Souza Popadiuk, Silvio Silva, Dirceu da Strehlau, Suzane |
dc.subject.por.fl_str_mv |
comunidade de marca identifica????o social Harley-Davidson self-expandido |
topic |
comunidade de marca identifica????o social Harley-Davidson self-expandido brand community social identification Harley-Davidson self-expanded CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
brand community social identification Harley-Davidson self-expanded |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This research, inserted into the marketing area, aims to investigate the influence of self-expanded (ARON et al., 1991) on consumer behavior in the Harley-Davidson brand community, an American brand of motorcycles, worldwide famous, whose owners get together, motivated by the brand for several purposes (SOLOMON, 2011). The problem raised by this research is to understand how is the influence of self-expanded on consumer behavior in the Harley-Davidson brand community. Thus, the rationale for this study lies in the approach taken by the light of the Theory of Planned Behavior (AJZEN, 1985) that consumers are influenced or motivated to participate in collective meetings, taking as a starting point the context in which they live, which is provided by the Harley-Davidson brand and they suffer behavioral changes due to the relationships that establish the self-expanded (ARON et. al., 1991) In addition, the brand has consumers that come together and are formed in a strong community setting out mutual commitments which share the same social identity. (BAGGOZI & DHOLAKIA, 2006; ATKIN, 2007; UNDEWOOD, BOND & BAER, 2001). The relevance of this study points to the fact that brand communities represent the key role study for the area of Marketing in Brazil because they offer conditions for us to investigate and understand, in depth, issues related to consumer behavior, understanding of the influence and the kind of culture that the Brazilian consumer receives in regard to Brand equity (ATKIN, 2007; YOO & DONTHU, 2001; AAKER 1998). The corpus of the research included a survey with 193 participants of brand communities. The methodological approach used was quantitative using the SmartPLS for data analysis. The results show that intergroup relations, with respect to attitudes, wishes and positive emotions are feelings shared and that enhance the desire to participate in the activities of this brand community, which culminates with the expansion of the participant's self Harley-Davidson community for belonging, involvement, social identity and behavior with the brand. |
publishDate |
2015 |
dc.date.issued.fl_str_mv |
2015-06-25 |
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2016-06-06T20:05:55Z |
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dc.identifier.citation.fl_str_mv |
Santos, Edna de Souza Machado. A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca. 2015. 110 f. Tese( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1382 |
identifier_str_mv |
Santos, Edna de Souza Machado. A influ??ncia do self-expandido no comportamento do consumidor em comunidade de marca. 2015. 110 f. Tese( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
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