Palavras-chave
Personalidade da marca
Lealdade à marca
Boca a boca
Modelagem PLS
Como Citar
Resumo
Objetivo – Este estudo examina como as dimensões da personalidade da marca de uma organização de marca esportiva influenciam o tribalismo de marca e os efeitos subsequentes do tribalismo em três respostas comportamentais do consumidor: fidelidade, WOM e recrutamento.
Referencial teórico – Baseamos nossa conceituação de personalidade de marca esportiva no modelo de personalidade de marca de Tsiotsou (2012), com cinco dimensões: competitividade, prestígio, moralidade, autenticidade e credibilidade. O estudo também usa o modelo de tribalismo de marca de Taute e Sierra (2014), com quatro dimensões: linhagem, estrutura social, senso de comunidade e defesa da tribo.
Metodologia – Apresentamos um modelo teórico estimado com dados de uma amostra de 1.662 torcedores de futebol de clubes da LaLiga espanhola. O modelo é estimado usando o algoritmo MQP.
Resultados – Mostramos que a moralidade, o prestígio e a competitividade da marca têm uma influência positiva no tribalismo da marca, enquanto a credibilidade e a autenticidade da marca têm uma influência negativa ou não significativa no tribalismo. Nossos resultados também sustentam que o tribalismo da marca esportiva incentiva os fãs a serem mais leais e a se envolverem em comportamentos mais positivos de WOM e recrutamento.
Implicações práticas e sociais da investigação – Os gerentes devem se concentrar em melhorar a percepção de moralidade (comportamentos sustentáveis e socialmente responsáveis), de prestígio e de competitividade da marca esportiva.
Contribuições – Mostramos quais dimensões da personalidade de uma marca esportiva influenciam o tribalismo da marca e seus efeitos comportamentais subsequentes.
Palavras-chave – tribalismo de marca, personalidade de marca, lealdade à marca, word of mouth, modelagem MQP
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