HOW BRAND POWER CREATES ATTACHMENT THROUGH CONSUMER STATUS

Informações

Código: EMA300
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 09 - Gestão de Produtos, Marcas, Comunicação e Preço

Autores

Helison Bertoli Alves Dias (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) helison.bertoli@gmail.com
Elder Semprebon (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) elder.semprebon@gmail.com
Jose Carlos Korelo (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) korelo@ufpr.br

Resumo

Brands continuously pursue the development of relationships with its customers to improve results, using its attributes to create connections with them. The purpose of this study is to assess the influence of brand power on the consumers brand attachment, one form of consumer-brand relationships. We argue that brands with high power will lead consumers to feel more attached to the brand and such influence is best explained by the brand status. Moreover, we show that brand power only influences brand attachment, through brand status, when the perception of risk is low. We performed two experiments to test our predictions. The findings highlight the brand power and add a new perspective on consumer-brand relationship literature.

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