Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-27T16:51:59Z No. of bitstreams: 1 DIS_MONIQUE_OLTRAMARI_COMPLETO.pdf: 4068865 bytes, checksum: 67d389267ed166077b9939a66d2c4c28 (MD5) / Made available in DSpace on 2017-06-27T16:51:59Z (GMT). No. of bitstreams: 1 DIS_MONIQUE_OLTRAMARI_COMPLETO.pdf: 4068865 bytes, checksum: 67d389267ed166077b9939a66d2c4c28 (MD5) Previous issue date: 2017-03-21 / This work is a replication in the Brazilian context of the study by Chebat et al. (2009), in which a model of mall customer loyalty was proposed and empirically tested. The authors of the original study had chosen to test the attitudinal loyalty of consumers and found support for the proposed model by collecting data on shopping malls in Canada. In this study, in addition to testing the attitudinal loyalty model for replication, the model was also tested for behavioral loyalty scale since there is evidence in the marketing literature that the two measurements must be made to access the construct holistically. With the support experts, the data collection instrument was translated, adapted, and then submitted to a pre-test. After that, were collected 300 valid questionnaires following the data collection guidelines established by the original study. Then, data analysis was conducted with structural modeling equations with AMOS software. In this sense, in addition to the assumptions of the original study, were also examined a hypothesis regarding the behavioral loyalty model, as a contribution to generalize the results. Despite the need to exclude a construct of the original model, the results were consistent with the study base, confirming the positive effect of mall image on the consumer's self-congruency that, in turn, and in addition of mall awareness, has a positive impact on consumer commitment to that mall. Finally, the direct influence of the commitment on the consumer?s attitudinal and behavioral mall loyalty were confirmed. / Este trabalho ? uma replica??o, no contexto brasileiro, do estudo de Chebat et al. (2009), no qual foi apresentado e testado empiricamente um modelo de lealdade do consumidor de shopping center. Os autores do estudo original optaram por testar a lealdade atitudinal dos consumidores e encontraram suporte ao modelo proposto, coletando dados em shopping centers do Canad?. Neste estudo, al?m de testar o modelo de lealdade atitudinal para a replica??o, foi testado o mesmo modelo com escala de lealdade comportamental, pois existe evid?ncia, na literatura de marketing, de que as duas medi??es devem ser feitas para acessar o construto de maneira hol?stica. O instrumento de coleta de dados foi traduzido, adaptado com ajuda de especialistas e submetido a um pr?-teste. Foram, ent?o, coletados 300 question?rios v?lidos, seguindo as diretrizes de coleta de dados estabelecidas pelo estudo original. Os dados foram analisados com modelagem de equa??es estruturais, com o software AMOS. Nesse sentido, al?m das hip?teses do estudo original, foi analisada tamb?m uma hip?tese referente ao modelo de lealdade comportamental, como contribui??o para generaliza??o dos resultados. Apesar da exclus?o completa de um construto do modelo original, os resultados foram compat?veis com o estudo-base, confirmando o impacto positivo da imagem do shopping center na autocongru?ncia do consumidor, que, por sua vez, impacta positivamente no comprometimento do consumidor juntamente com o reconhecimento do shopping center. Por fim, confirmou-se a influ?ncia direta do comprometimento na lealdade atitudinal e comportamental do consumidor de shopping center.