Hierarchical structure of brand authenticity

Detalhes bibliográficos
Autor(a) principal: Kososki, Maiara Regina
Data de Publicação: 2019
Outros Autores: Prado, Paulo Henrique Mueller
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/14887
Resumo: Objective: The aim of this paper is to propose a new brand authenticity scale based on consumer assessment considering the hierarchical structure of the scales forming dimensions. Method: A survey was conducted (780 individuals) via online panels, in Brazil and the United States. An Item Response Theory analysis procedure was conducted in order to analyze the hierarchical structure of these dimensions. Originality/Relevance: The use of the IRT is novel in the brand authenticity context. Previous works have focused on multivariate techniques, since they, relatively; satisfy the most important marketing research needs, such as the ability to analyze complex data. Results: As a result, a consistent and parsimonious scale was obtained, based on 09 dimensions, which form the construct, including: spontaneity, quality commitment, essence, nostalgia, values, simplicity, design, originality and origin. Theoretical/methodological contributions: This paper contributes to the literature of brands by developing a metric that addresses unexplored dimensions, so far. Social/management contributions: For managerial purposes, the scale is a tool to assess the brand positioning and therefore provide new strategic approaches.
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spelling Hierarchical structure of brand authenticityEstrutura hierárquica de autenticidade de marcaBrand Authenticity; Hierarchical Structure; Item Response Theory; IRTAutenticidade da Marca; Estrutura hierárquica; Teoria de Resposta ao Item; TRIObjective: The aim of this paper is to propose a new brand authenticity scale based on consumer assessment considering the hierarchical structure of the scales forming dimensions. Method: A survey was conducted (780 individuals) via online panels, in Brazil and the United States. An Item Response Theory analysis procedure was conducted in order to analyze the hierarchical structure of these dimensions. Originality/Relevance: The use of the IRT is novel in the brand authenticity context. Previous works have focused on multivariate techniques, since they, relatively; satisfy the most important marketing research needs, such as the ability to analyze complex data. Results: As a result, a consistent and parsimonious scale was obtained, based on 09 dimensions, which form the construct, including: spontaneity, quality commitment, essence, nostalgia, values, simplicity, design, originality and origin. Theoretical/methodological contributions: This paper contributes to the literature of brands by developing a metric that addresses unexplored dimensions, so far. Social/management contributions: For managerial purposes, the scale is a tool to assess the brand positioning and therefore provide new strategic approaches.Objetivo: O objetivo deste artigo propor uma nova escala de autenticidade de marca baseada na avaliao do consumidor ao considerar a estrutura hierrquica das dimenses formadoras da escala. Mtodo: Foi realizado um survey online (780 indivduos), no Brasil e nos Estados Unidos. A Teoria da Resposta ao Item foi utilizada para analisar a estrutura hierrquica dessas dimenses. Originalidade/Relevncia: O uso do IRT novo no contexto de autenticidade da marca. Trabalhos anteriores se concentraram em tcnicas multivariadas, uma vez que, relativamente; satisfazem as necessidades mais importantes de pesquisa de marketing, como a capacidade de analisar dados complexos. Resultados: Como resultado, obteve-se uma escala consistente e parcimoniosa, baseada em 09 dimenses, que formam o constructo, incluindo: espontaneidade, comprometimento da qualidade, essncia, nostalgia, valores, simplicidade, design, originalidade e procedncia. Contribuies terico-metodolgicas: Este trabalho contribui para a literatura de marcas, desenvolvendo uma mtrica que aborda dimenses inexploradas, at o momento. Contribuies sociais/gerenciais: Para fins gerenciais, a escala uma ferramenta para avaliar o posicionamento da marca e, portanto, fornecer novas abordagens estratgicas.Universidade Nove de Julho - Uninove2019-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1488710.5585/remark.v18i2.3578ReMark - Revista Brasileira de Marketing; v. 18, n. 2 (2019): (abr./jun.); 1-182177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporenghttps://periodicos.uninove.br/remark/article/view/14887/7110https://periodicos.uninove.br/remark/article/view/14887/7111Direitos autorais 2019 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessKososki, Maiara ReginaPrado, Paulo Henrique Mueller2022-01-18T16:26:01Zoai:https://periodicos.uninove.br:article/14887Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:26:01REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Hierarchical structure of brand authenticity
Estrutura hierárquica de autenticidade de marca
title Hierarchical structure of brand authenticity
spellingShingle Hierarchical structure of brand authenticity
Kososki, Maiara Regina
Brand Authenticity; Hierarchical Structure; Item Response Theory; IRT
Autenticidade da Marca; Estrutura hierárquica; Teoria de Resposta ao Item; TRI
title_short Hierarchical structure of brand authenticity
title_full Hierarchical structure of brand authenticity
title_fullStr Hierarchical structure of brand authenticity
title_full_unstemmed Hierarchical structure of brand authenticity
title_sort Hierarchical structure of brand authenticity
author Kososki, Maiara Regina
author_facet Kososki, Maiara Regina
Prado, Paulo Henrique Mueller
author_role author
author2 Prado, Paulo Henrique Mueller
author2_role author
dc.contributor.author.fl_str_mv Kososki, Maiara Regina
Prado, Paulo Henrique Mueller
dc.subject.por.fl_str_mv Brand Authenticity; Hierarchical Structure; Item Response Theory; IRT
Autenticidade da Marca; Estrutura hierárquica; Teoria de Resposta ao Item; TRI
topic Brand Authenticity; Hierarchical Structure; Item Response Theory; IRT
Autenticidade da Marca; Estrutura hierárquica; Teoria de Resposta ao Item; TRI
description Objective: The aim of this paper is to propose a new brand authenticity scale based on consumer assessment considering the hierarchical structure of the scales forming dimensions. Method: A survey was conducted (780 individuals) via online panels, in Brazil and the United States. An Item Response Theory analysis procedure was conducted in order to analyze the hierarchical structure of these dimensions. Originality/Relevance: The use of the IRT is novel in the brand authenticity context. Previous works have focused on multivariate techniques, since they, relatively; satisfy the most important marketing research needs, such as the ability to analyze complex data. Results: As a result, a consistent and parsimonious scale was obtained, based on 09 dimensions, which form the construct, including: spontaneity, quality commitment, essence, nostalgia, values, simplicity, design, originality and origin. Theoretical/methodological contributions: This paper contributes to the literature of brands by developing a metric that addresses unexplored dimensions, so far. Social/management contributions: For managerial purposes, the scale is a tool to assess the brand positioning and therefore provide new strategic approaches.
publishDate 2019
dc.date.none.fl_str_mv 2019-04-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/14887
10.5585/remark.v18i2.3578
url https://periodicos.uninove.br/remark/article/view/14887
identifier_str_mv 10.5585/remark.v18i2.3578
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/14887/7110
https://periodicos.uninove.br/remark/article/view/14887/7111
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 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
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. 18, n. 2 (2019): (abr./jun.); 1-18
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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