Abstract

DE LIMA-PIRES, Luciano; CUNHA-MOURA, Luiz Rodrigo  and  DA SILVEIRA-CUNHA, Nina Rosa. CONSEQUENCES OF THE EXPERIENCE OF BRAND OF CONSUMERS IN THE SECTOR OF SMARTPHONES. Dimens.empres. [online]. 2019, vol.17, n.4, pp.79-104. ISSN 1692-8563.  https://doi.org/10.15665/dem.v17i4.1931.

The purpose of this work is to measure the influence of the brand experience of users of smartphones and its consequence in relation to brand loyalty. The data collection occurred using social media and 570 valid questionnaires were obtained in more than 120 cities in Brazil. The data analysis occurred through the application of the techniques of multivariate data analysis. It was concluded that brand experience influences the brand personality, which also influences consumer satisfaction. In addition, the brand experience, brand personality, and satisfaction influence consumer loyalty, which has a value of approximately 60% for the explained variance. The formation of the constructs was also verified of the second level of experience of the brand and the brand personality.

Keywords : Brand experience; branding; brand personality; smartphones; loyalty.

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