Have emotions unleashed by the pandemic influenced our perception of value?
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/20158 |
Resumo: | Objective: The objective of this study is to examine the relationship between emotions, risk perception, perceived value, and brand loyalty during a global crisis to understand how incidental emotions, in other words, non-decision emotions, can influence consumer perceptions of value of goods, and brand loyalty.Methodology/approach: Using data collected from 290 Brazilians during the Covid-19 pandemic, a structural model based on risk perception, positive and negative emotions, perceived value, and brand loyalty, was proposed, and empirically tested.Originality/Value: This research validates incidental emotions can impact perceived value. Thus, the research increases the understanding of the role of emotions in the consumer-product-brand relationship. Second, the study makes a methodological contribution by analyzing the relationships between crisis perception, positive and negative emotions, perceived value, and brand loyalty in a real situation. It is noteworthy that studies about incidental emotions in consumer behavior are usually induced by experiments.Results: Results show that respondents felt alert and attentive, and these emotions played a significant role in the relationship between emotions and perceived value during the pandemic. It was observed that risk perception influences negative and positive emotions but does not directly influence brand loyalty.Theoretical and practical contribution: The results provide support for the model, where incidental emotions influence perceived value. Therefore, the study contributed to the literature by examining and confirming the relationship between incidental emotions and perceived value. However, risk perception and emotions do not directly influence brand loyalty. Developing products and services that solve the problems arising from the emotions experienced during a crisis can increase consumer interest. As a social contribution, the research shows that goods and services can help in emotional regulation. |
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Have emotions unleashed by the pandemic influenced our perception of value?Emoções desencadeadas pela pandemia influenciaram nossa percepção de valor?EmotionsCrisis perceptionPerceived ValueBrand loyaltyCOVID-19coronavirusEmoçõesPercepção de criseValor percebidoLealdade à marcaCOVID-19CoronavírusObjective: The objective of this study is to examine the relationship between emotions, risk perception, perceived value, and brand loyalty during a global crisis to understand how incidental emotions, in other words, non-decision emotions, can influence consumer perceptions of value of goods, and brand loyalty.Methodology/approach: Using data collected from 290 Brazilians during the Covid-19 pandemic, a structural model based on risk perception, positive and negative emotions, perceived value, and brand loyalty, was proposed, and empirically tested.Originality/Value: This research validates incidental emotions can impact perceived value. Thus, the research increases the understanding of the role of emotions in the consumer-product-brand relationship. Second, the study makes a methodological contribution by analyzing the relationships between crisis perception, positive and negative emotions, perceived value, and brand loyalty in a real situation. It is noteworthy that studies about incidental emotions in consumer behavior are usually induced by experiments.Results: Results show that respondents felt alert and attentive, and these emotions played a significant role in the relationship between emotions and perceived value during the pandemic. It was observed that risk perception influences negative and positive emotions but does not directly influence brand loyalty.Theoretical and practical contribution: The results provide support for the model, where incidental emotions influence perceived value. Therefore, the study contributed to the literature by examining and confirming the relationship between incidental emotions and perceived value. However, risk perception and emotions do not directly influence brand loyalty. Developing products and services that solve the problems arising from the emotions experienced during a crisis can increase consumer interest. As a social contribution, the research shows that goods and services can help in emotional regulation.Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.Metodologia/abordagem: Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real. Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.Universidade Nove de Julho - Uninove2023-02-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2015810.5585/remark.v22i1.20158ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 01-592177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/20158/10046Copyright (c) 2023 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessTambosi, GreicyTontini, GersonGomes, Giancarlo2023-02-27T14:26:17Zoai:ojs.periodicos.uninove.br:article/20158Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-02-27T14:26:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Have emotions unleashed by the pandemic influenced our perception of value? Emoções desencadeadas pela pandemia influenciaram nossa percepção de valor? |
title |
Have emotions unleashed by the pandemic influenced our perception of value? |
spellingShingle |
Have emotions unleashed by the pandemic influenced our perception of value? Tambosi, Greicy Emotions Crisis perception Perceived Value Brand loyalty COVID-19 coronavirus Emoções Percepção de crise Valor percebido Lealdade à marca COVID-19 Coronavírus |
title_short |
Have emotions unleashed by the pandemic influenced our perception of value? |
title_full |
Have emotions unleashed by the pandemic influenced our perception of value? |
title_fullStr |
Have emotions unleashed by the pandemic influenced our perception of value? |
title_full_unstemmed |
Have emotions unleashed by the pandemic influenced our perception of value? |
title_sort |
Have emotions unleashed by the pandemic influenced our perception of value? |
author |
Tambosi, Greicy |
author_facet |
Tambosi, Greicy Tontini, Gerson Gomes, Giancarlo |
author_role |
author |
author2 |
Tontini, Gerson Gomes, Giancarlo |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Tambosi, Greicy Tontini, Gerson Gomes, Giancarlo |
dc.subject.por.fl_str_mv |
Emotions Crisis perception Perceived Value Brand loyalty COVID-19 coronavirus Emoções Percepção de crise Valor percebido Lealdade à marca COVID-19 Coronavírus |
topic |
Emotions Crisis perception Perceived Value Brand loyalty COVID-19 coronavirus Emoções Percepção de crise Valor percebido Lealdade à marca COVID-19 Coronavírus |
description |
Objective: The objective of this study is to examine the relationship between emotions, risk perception, perceived value, and brand loyalty during a global crisis to understand how incidental emotions, in other words, non-decision emotions, can influence consumer perceptions of value of goods, and brand loyalty.Methodology/approach: Using data collected from 290 Brazilians during the Covid-19 pandemic, a structural model based on risk perception, positive and negative emotions, perceived value, and brand loyalty, was proposed, and empirically tested.Originality/Value: This research validates incidental emotions can impact perceived value. Thus, the research increases the understanding of the role of emotions in the consumer-product-brand relationship. Second, the study makes a methodological contribution by analyzing the relationships between crisis perception, positive and negative emotions, perceived value, and brand loyalty in a real situation. It is noteworthy that studies about incidental emotions in consumer behavior are usually induced by experiments.Results: Results show that respondents felt alert and attentive, and these emotions played a significant role in the relationship between emotions and perceived value during the pandemic. It was observed that risk perception influences negative and positive emotions but does not directly influence brand loyalty.Theoretical and practical contribution: The results provide support for the model, where incidental emotions influence perceived value. Therefore, the study contributed to the literature by examining and confirming the relationship between incidental emotions and perceived value. However, risk perception and emotions do not directly influence brand loyalty. Developing products and services that solve the problems arising from the emotions experienced during a crisis can increase consumer interest. As a social contribution, the research shows that goods and services can help in emotional regulation. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-02-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/20158 10.5585/remark.v22i1.20158 |
url |
https://periodicos.uninove.br/remark/article/view/20158 |
identifier_str_mv |
10.5585/remark.v22i1.20158 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/20158/10046 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 01-59 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138639571058688 |