HARLEY-DAVIDSON BRAND COMMUNITY CONSUMER BEHAVIOR AND THE INFLUENCE OF THE SELF-EXPANDED
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Data
2017-01-01
Autores
Machado Santos, Edna de Souza
Silva, Dirceu da
Braga Junior, Sergio Silva [UNESP]
Xavier do Nascimento, Carlos Alberto
Título da Revista
ISSN da Revista
Título de Volume
Editor
Univ Nove Julho
Resumo
This research aims to evaluate the influence of attitudes and desires on self-expanded on consumer behavior in the Harley-Davidson brand community. The relevance of this study points to the fact that brand communities represent a fundamental subject of study for marketing area in Brazil, for working conditions to investigate, in more depth, an understanding about the influence and type of culture that Brazilian consumers do not refer to brand equity (Atkin, 2007; Yoo& Donthu, 2001; Aaker, 1998). The research corpus counted with a survey with 193 participants of communities of mark. The methodological approach was quantitative with the use of SmartPLS data for data analysis. The results obtained demonstrate that intergroup relationships about positive attitudes, desires and emotions are shared feelings that broaden the desire to participate in the activities of the brand community, culminating in an expansion of the self of the member of Harley-Davidson community, with group behavior, social interaction, involving social identity and behavior towards a brand.
Descrição
Palavras-chave
Brand Community, Social Identification, Harley-Davidson, Self-Expanded
Como citar
Revista Brasileira De Marketing. Sao Paulo: Univ Nove Julho, v. 16, n. 1, p. 98-114, 2017.