How trust, loyalty, and emotional bonding influence personal brand connection

Detalhes bibliográficos
Autor(a) principal: Heyde, Camila Von Der
Data de Publicação: 2019
Outros Autores: Krug, Juliano, Falaster, Christian Daniel
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e61145
Resumo: This study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires focusing on several functional and psychological factors.
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spelling How trust, loyalty, and emotional bonding influence personal brand connectionComo a confiança, lealdade e vínculo emocional influenciam a conexão pessoal com a marcaThis study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires focusing on several functional and psychological factors.São muitos os fatores que estão ligados a confiança, a lealdade, o vínculo emocional e a conexão com a marca. Este estudo tem como objetivo relacionar cada um destes aspectos para que se obtenha uma conexão pessoal com a marca. Foi baseado em dados empíricos coletados de fonte primária por meio de um questionário aplicado a 179 respondentes. Com o estudo, pôde-se perceber que os aspectos citados anteriormente são conquistados gradativamente, por exemplo, dificilmente uma marca conquista a lealdade de seus clientes, sem antes conquistar a sua confiança. Os resultados do estudo demonstram que há uma forte relação entre afeto e conexão pessoal, entre confiança e conexão emocional e entre lealdade atitudinal e conexão emocional. Podemos concluir que os resultados estão de acordo com o que diz Vlachos et al. (2010), que considera que criar um forte vínculo emocional com a marca requer focar em vários fatores funcionais e psicológicos.Universidade Federal de Santa Catarina2019-08-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa Teórico-empírica; Quantitativaapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e6114510.5007/2175-8077.2019.e61145Revista de Ciências da Administração; v. 21 n. 54 (2019); 111-1262175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e61145/pdfCopyright (c) 2020 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessHeyde, Camila Von DerKrug, JulianoFalaster, Christian Daniel2020-08-07T10:29:35Zoai:periodicos.ufsc.br:article/61145Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2020-08-07T10:29:35Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv How trust, loyalty, and emotional bonding influence personal brand connection
Como a confiança, lealdade e vínculo emocional influenciam a conexão pessoal com a marca
title How trust, loyalty, and emotional bonding influence personal brand connection
spellingShingle How trust, loyalty, and emotional bonding influence personal brand connection
Heyde, Camila Von Der
title_short How trust, loyalty, and emotional bonding influence personal brand connection
title_full How trust, loyalty, and emotional bonding influence personal brand connection
title_fullStr How trust, loyalty, and emotional bonding influence personal brand connection
title_full_unstemmed How trust, loyalty, and emotional bonding influence personal brand connection
title_sort How trust, loyalty, and emotional bonding influence personal brand connection
author Heyde, Camila Von Der
author_facet Heyde, Camila Von Der
Krug, Juliano
Falaster, Christian Daniel
author_role author
author2 Krug, Juliano
Falaster, Christian Daniel
author2_role author
author
dc.contributor.author.fl_str_mv Heyde, Camila Von Der
Krug, Juliano
Falaster, Christian Daniel
description This study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires focusing on several functional and psychological factors.
publishDate 2019
dc.date.none.fl_str_mv 2019-08-14
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Pesquisa Teórico-empírica; Quantitativa
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e61145
10.5007/2175-8077.2019.e61145
url https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e61145
identifier_str_mv 10.5007/2175-8077.2019.e61145
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2019.e61145/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2020 Revista de Ciências da Administração
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Revista de Ciências da Administração
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina
publisher.none.fl_str_mv Universidade Federal de Santa Catarina
dc.source.none.fl_str_mv Revista de Ciências da Administração; v. 21 n. 54 (2019); 111-126
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br
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