Antecedents and Consequences of Customer Inspiration: An Empirical Study in the Context of Electronic Devices

Informações

Código: MKT3086
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Christian Libaque-Saenz (Departamento de Infeniería/Universidad del Pacifico, Lima, Peru) cf.libaques@up.edu.pe
Martín Hernani-Merino (Departamento Académico de Marketing y Negocios Internacionales/Universidad del Pacífico, Lima, Perú) mn.hernanim@up.edu.pe
Gustavo (Centro de Investigación de la Universidad del Pacífico (CIUP)/Universidad del Pacífico, Lima, Perú) ga.noelp@up.edu.pe

Resumo

In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed.

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