Lealdade à Marca: Uma Proposta de Modelo
DOI:
https://doi.org/10.5020/2318-0722.2021.27.2.9617Palabras clave:
Lealdade à Marca. Antecedentes da Lealdade à Marca. Modelos de Lealdade à Marca.Resumen
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).Descargas
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