HARLEY-DAVIDSON BRAND COMMUNITY CONSUMER BEHAVIOR AND THE INFLUENCE OF THE SELF-EXPANDED

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dc.contributor.authorMachado Santos, Edna de Souza
dc.contributor.authorSilva, Dirceu da
dc.contributor.authorBraga Junior, Sergio Silva [UNESP]
dc.contributor.authorXavier do Nascimento, Carlos Alberto
dc.contributor.institutionUniv Nove Julho UNINOVE
dc.contributor.institutionUNINOVE
dc.contributor.institutionUniversidade Estadual Paulista (Unesp)
dc.contributor.institutionUniversidade Federal de Goiás (UFG)
dc.date.accessioned2018-11-26T15:44:11Z
dc.date.available2018-11-26T15:44:11Z
dc.date.issued2017-01-01
dc.description.abstractThis 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.en
dc.description.affiliationUniv Nove Julho UNINOVE, Sao Paulo, Brazil
dc.description.affiliationUNINOVE, PMDA, Sao Paulo, Brazil
dc.description.affiliationUniv Estadual Paulista Julio de Mesquita Filho UN, Sao Paulo, Brazil
dc.description.affiliationUniv Fed Goias UFG, Goiania, Go, Brazil
dc.description.affiliationUnespUniv Estadual Paulista Julio de Mesquita Filho UN, Sao Paulo, Brazil
dc.format.extent98-114
dc.identifierhttp://dx.doi.org/10.5585/remark.v16i1.3358
dc.identifier.citationRevista Brasileira De Marketing. Sao Paulo: Univ Nove Julho, v. 16, n. 1, p. 98-114, 2017.
dc.identifier.doi10.5585/remark.v16i1.3358
dc.identifier.issn2177-5184
dc.identifier.urihttp://hdl.handle.net/11449/159536
dc.identifier.wosWOS:000400698500008
dc.language.isopor
dc.publisherUniv Nove Julho
dc.relation.ispartofRevista Brasileira De Marketing
dc.rights.accessRightsAcesso restrito
dc.sourceWeb of Science
dc.subjectBrand Community
dc.subjectSocial Identification
dc.subjectHarley-Davidson
dc.subjectSelf-Expanded
dc.titleHARLEY-DAVIDSON BRAND COMMUNITY CONSUMER BEHAVIOR AND THE INFLUENCE OF THE SELF-EXPANDEDen
dc.typeArtigo
dcterms.rightsHolderUniv Nove Julho

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