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Fidelidade da Marca Influenciando as Compras do Consumidor

Fidelidade da Marca Influenciando as Compras do Consumidor

          
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About the Book

Nos ambientes de negócios competitivos de hoje, o desenvolvimento da fidelidade à marca entre os clientes é essencial para atrair as intenções e comportamentos de compra contínua dos clientes para os produtos e serviços da empresa. O objetivo desta pesquisa é investigar como a fidelidade à marca afeta a intenção de compra de eletrônicos domésticos por parte do cliente na Malásia. A abordagem de pesquisa quantitativa foi escolhida para o estudo, e os dados foram coletados através da distribuição e coleta de questionário de pesquisa de 207 participantes. Os dados desta pesquisa são analisados utilizando abordagens estatísticas em termos de confiabilidade, validade, análise de correlação e análise de regressão múltipla. Através deste estudo, descobriu que a fidelidade à marca tem impactos significativos nos comportamentos de compra de eletrônicos domésticos por parte dos consumidores na Malásia. Os três elementos de lealdade à marca, incluindo o conhecimento da marca, a fidelidade à marca e a associação da marca, têm demonstrado uma relação positiva e um efeito sobre o comportamento de compra do consumidor.


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Product Details
  • ISBN-13: 9786200859402
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Sciencia Scripts
  • Height: 229 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 620085940X
  • Publisher Date: 06 May 2020
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Weight: 109 gr


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