Lealdade à Marca: Uma Proposta de Modelo

Autores

DOI:

https://doi.org/10.5020/2318-0722.2021.27.2.9617

Palavras-chave:

Lealdade à Marca. Antecedentes da Lealdade à Marca. Modelos de Lealdade à Marca.

Resumo

Desde a década de 1950, a lealdade à marca tem sido um dos construtos mais estudados no marketing, em função de sua estreita relação com resultados superiores e vantagens competitivas para as empresas. Contudo, após quase 70 anos desde os primeiros estudos empíricos, a literatura sobre lealdade à marca é bastante difusa no que se refere a modelos que procuram explicar a formação de lealdade, o que resulta na falta de um modelo dominante. Embora as relações de diversos antecedentes com a lealdade já tenham sido amplamente testadas e validadas, em geral, os acadêmicos costumam utilizar apenas um subconjunto limitado desses antecedentes, muitas vezes apresentados em uma sequência sem fundamentação teórica sólida. Nesse sentido, o presente artigo apresenta uma visão geral dos principais antecedentes da lealdade utilizados em modelos de formação de lealdade e propõe um modelo ancorado no framework sequencial de Oliver (1999).

Biografia do Autor

Murilo Carrazedo Marques da Costa Filho, Pontifícia Universidade Católica do Rio de Janeiro - PUC-Rio

Pesquisador de Pós-Doutorado no Centro Universitário FEI-SP, Doutor em Administração pela PUC-Rio e MBA pela Alliance Manchester Business School.

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21.10.2021

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COSTA FILHO, M. C. M. da. Lealdade à Marca: Uma Proposta de Modelo. Revista Ciências Administrativas, [S. l.], v. 27, n. 2, 2021. DOI: 10.5020/2318-0722.2021.27.2.9617. Disponível em: https://ojs.unifor.br/rca/article/view/e9617. Acesso em: 1 fev. 2023.

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