[pt] A rápida propagação e alta popularidade das mídias sociais digitais criaram um ambiente favorável à instalação de comunidades de marca. Cada vez mais, empresas criam comunidades - as chamadas fanpages no Facebook - como forma de se aproximar dos seus consumidores e alcançar a lealdade dos mesmos. Neste contexto, este estudo elaborou dois novos modelos conceituais para investigar como as comunidades de marca baseadas em mídias sociais afetam a lealdade à marca. A revisão de literatura realizada permitiu que esta relação fosse explorada por meio dos seguintes construtos: benefícios funcionais, psicossociais e hedônicos, comprometimento com a comunidade e boca-a-boca. Os dados da pesquisa foram obtidos através de uma survey on-line que, aplicada a membros da comunidade da Netflix no Facebook, gerou 1.236 respostas válidas. Estes dados, analisados por meio de modelagem de equações estruturais (SEM), confirmaram todas as hipóteses propostas e sugeriram que as comunidades de marca baseadas em mídias sociais influenciam positivamente na lealdade à marca. Os modelos finais da pesquisa indicaram, ainda, que os benefícios hedônicos são os que exercem maior influência sobre o comprometimento com a comunidade e sobre o boca-a-boca. Além disso, indicaram que o boca-a-boca decorrente da comunidade apresenta influência significativa sobre a lealdade à marca. / [en] The digital social media s quick spread and its big popularity has built a favorable environment to the creation of brand communities. Increasingly, companies launch communities - known as fanpages on Facebook - as a way to approach their customers and reach brand loyalty. In face of that, this study sought to develop two new models in order to investigate how social media based brand communities affect brand loyalty. The literature review allowed this relation to be explored through the following constructs: functional benefits, social-psychological benefits, hedonic benefits, community commitment and word-of-mouth. The research data was collected via an on-line survey applied to Netflix s community members on Facebook, which had 1.236 valid responses. Structural equations modeling (SEM) was employed and confirmed all the research hypotheses, suggesting that social media based brand communities affect positively brand loyalty. The findings reveal that hedonic benefits are the major influencers of community commitment and word-of-mouth. Therefore, results show that the word-of-mouth from the community significantly influences brand loyalty.

Syfte och forskningsfrågor Syftet med denna studie är att identifiera eventuella effekter som branschutmärkelser kan ha på kundens medvetenhet, attityd, lojalitet respektive kundens självbild gentemot ett varumärke. Frågorna som studien svarar på är:  Vilken effekt har branschutmärkelser på varumärkesmedvetenhet, varumärkes- attityd och varumärkeslojalitet? Vilken effekt har branschutmärkelser på kundens självbild? Metod Denna studie har till stor del en deduktiv ansats med utformade hypoteser. En enkätundersökning genomfördes med frågor som grundades i teorin. Den insamlade datan analyserades genom både ett kvantitativt och kvalitativt perspektiv. I den kvantitativa analysen identifierades ett medelvärde på enkätsvaren som sedan ställdes mot ett tröskelvärde. I den kvalitativa analysen tolkades och förklarades svarens betydelse vidare. Slutsats Enligt denna studie leder inte branschutmärkelser till ökad varumärkesmedvetenhet, positiva varumärkesattityder eller en ökad varumärkeslojalitet. Enskilda komponenter inom undersökningsområdena har visat på ett svagt ökande. Enligt resultatet har dock branschutmärkelser generellt en neutral effekt, det vill säga att samtidigt som inte markanta ökningar har identifierats har inte heller några markanta minskningar noterats. Resultaten som visade på svagast effekt utav branschutmärkelser tillhörde kundens självbild. / Purpose and research questions The purpose of this study is to identify possible effects that industry awards might have on consumer awareness, attitude, loyalty and on consumer’s self-image towards a brand. The following research questions are answered through the study: Which effect do industry awards have on brand awareness, brand attitude and brand loyalty? Which effect do industry awards have on the consumer’s self-image?  Method This study largely takes on a deductive approach by formulating hypotheses. A survey was conducted with questions based on the theory. The collected data was analyzed through a quantitative as well as a qualitative perspective. The quantitative analysis identified a survey mean which was evaluated against a threshold value. In the qualitative analysis, the significance of the answers was further interpreted and explained. Conclusion According to the results of this study, industry awards do not lead to an increase of brand awareness, positive brand attitudes or an increased brand loyalty. A few of the separate components within the scopes of survey has shown a vague increase. However, according to the result industry awards have a neutral effect. This means that at the same time as no significant increases have been identified, neither have any significant decreases. Furthermore, the results showed that the consumer’s self-image had the lowest effect of industry awards.

Thesis (MTech(Business Administration)--Cape Peninsula University of Technology, 2009. / The retail and distribution industry in Botswana's deregulated economy is one of the largest and most difficult sectors in which to operate, mainly because of levels of competition amongst Botswana companies and the global competitive industry, in general. Hill (2000:539) postulates that competition in free market economies generally tends to be tense depending on differences between distribution systems such as retail concentration, channel length and channel exclusivity. At the same time the retail industry grapples with other complex social and structural problems as they face ever increasing marketing problems that relate to attracting and maintaining customers (Luh, 2006:1). In view of the intense competition, it is more expensive to obtain a new customer than to retain and maintain an existing customer. Consequently, retailers should develop competitive and sustainable ways to maintain the customers that they have and should develop strategies to retain any new customers that the business acquires (Naylor and Frank, 2000:37). Botswana practices a free market and a heavily deregulated economy, which causes an increase in competition (Luh, 2006:1) and creates greater expectations from customers in pursuit of satisfaction and value (Peter and Donnelly, 2007:179) for their money. In Botswana, petrol and diesel prices are regulated by government, there is therefore no competition between the rivals based on prices. The competition landscape therefore shifts to amongst others, namely; service provision, location of the petrol station, and fuel brand in general. Petrol and diesel retail outlets should focus on areas of operations that will give them a sustainable competitive advantage over their competitors without altering the price of products. Mehta, Lalwani and Li Han (2000:21) posit that increased competition between retail businesses forces rivals to focus on good customer service as the only critical factor in the operation of their business (Zairi, 2000: 332). Customer loyalty is therefore, the most effective way to keep customers and to maintain profitability through repeated purchases (Luh, 2006:2). Loyalty is used to describe the behaviour of repeat customers, their ratings of the business, positive testimonials, and business from existing customers, as well as overall perception, about the business from the existing customers. The study focuses on the petroleum industry in an environment where there are several competitors, relative .to the size of the country, offering goods and services that are close substitutes. The industry in Botswana is characterised by five competitors that offer heavily substitutable products (BP Report, 2006:1-4). These rivals are BP, Shell, Caltex, Engen and Total.

Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. Influencer marketing is adopted as consumers have found ways to avoid advertisements and choose who they would like to follow on social media. For this study, perceived quality and brand loyalty were found to be relevant brand equity dimensions, when studying influencers’ characteristic. Purpose: The purpose of this thesis is to explain the relationship of influencers’ characteristics with perceived quality and brand loyalty. Methodology: This study applied an explanatory purpose with a deductive, quantitative research approach, and cross-sectional research design to test a developed conceptual model based on six hypotheses. The data collection was done through a self-administered questionnaire distributed online, which received 175 valid responses. Findings: The suggested model was found significant, where influencer’s Authenticity explained 16.5% of Perceived Quality and Trustworthiness 13% of Brand Loyalty. However, Trustworthiness and Relatability relationship with Perceived Quality, and Relatability and Authenticity relationship with Brand Loyalty were rejected. Conclusion: The thesis provides a model with the accepted hypotheses and an insight on influencers’ characteristics’ relationship with perceived quality and brand loyalty. Finally, there are implications for the research community and managers about how to utilize the findings and the contribution of these.

nÃo hà / O estudo da lealdade de uma marca permite que as empresas que atuam no varejo possam desenvolver estratÃgias assertivas para manter clientes atuais e atrair novos consumidores. Partindo deste pressuposto, a presente pesquisa tem por objetivo principal analisar a diferenÃa da relaÃÃo entre a lealdade de marca e os atributos de compra de confecÃÃo infantil em lojas especializadas e lojas de fÃbrica. Como forma de analisar essa relaÃÃo, foi desenvolvida uma pesquisa quantitativa, composta de 20 variÃveis relacionadas aos atributos da relaÃÃo preÃo qualidade, qualidade do produto e atmosfera de loja. A amostra do estudo foi composta de 201 mulheres, consumidores e compradoras da marca pesquisa. Os dados da pesquisa foram coletados em novembro de 2013 e submetidos a testes estatÃsticos de anÃlise fatorial e regressÃo mÃltipla. A partir dos testes estatÃsticos, foi identificado que, dos 20 itens pesquisados, os atributos com maior relaÃÃo com a lealdade de marca sÃo: imagem da loja, diferenciaÃÃo do produto, produto melhor que a concorrÃncia, acabamento do produto e relaÃÃo preÃo-qualidade / The study of the loyalty of a mark allows companies operating in retail can develop assertive strategies to retain current customers and attract new consumers. Under this assumption, the present study has as its main objective to analyze the difference of the relationship between brand loyalty and purchase attributes of infant clothing at specialty stores and factory outlets. In order to analyze this relationship, a quantitative survey was developed, consisting of 20 variables related to the attributes of value for money, product quality and store atmosphere. The study sample consisted of 201 women, consumers and buyers of brand research. The survey data was collected in November 2013 and submitted to statistical tests of factor analysis and multiple regression. From the statistical tests, it was identified that, of the 20 items surveyed, attributes more related to the brand loyalty are: store image, product differentiation, product better than the competition, product workmanship and value for mon

Submitted by JÚLIO HEBER SILVA (julioheber@yahoo.com.br) on 2017-05-05T20:06:53Z No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-05-10T13:38:21Z (GMT) No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-05-10T13:38:21Z (GMT). No. of bitstreams: 2 Dissertação - Denise Santos de Oliveira - 2017.pdf: 3990360 bytes, checksum: 1b334cb5389f48673746e329e16254f5 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-03-14 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The purpose of this study is to examine the influence of the passenger's perception of the marketing strategies, developed by airlines, on each of their brand equity dimensions. From systematic review and research with airline managers a conceptual model was proposed, relating the marketing strategies, adopted by airlines, and the dimensions of consumer-based brand equity: brand associations/brand awareness, perceived quality and brand loyalty. The data were collected at six airports located in the Midwest, South and Southeast regions of Brazil and analyzed with Structural Equations Modeling (SEM). The results demonstrate correlation between the perception of marketing strategies, adopted by the airlines, indicating that for companies to affect the dimensions of value that the passenger perceives in the brand, it is not enough to carry out isolated investments, in one or the other strategy, but efforts to strengthen joint service innovations, price-related promotions and event sponsorship. This study provides a basis for the development of future studies on passenger-based brand equity and enables the best targeting of marketing strategies in the air transport sector / A proposta desse estudo consiste em examinar a influência da percepção do passageiro em relação às estratégias de marketing, desenvolvidas por companhias aéreas, sobre cada uma de suas dimensões de valor da marca. A partir de revisão sistemática e de pesquisa com gestores de companhias aéreas foi proposto um modelo conceitual, relacionando as estratégias de marketing, adotadas por companhias aéreas, e as dimensões de valor da marca na perspectiva do consumidor: associações/reconhecimento da marca, qualidade percebida e fidelidade à marca. Os dados foram coletados em seis aeroportos sediados nas regiões Centro-Oeste, Sul e Sudeste do Brasil e analisados com Modelagem de Equações Estruturais (SEM). Os resultados demonstram correlação entre a percepção de estratégias de marketing, adotadas pelas companhias aéreas, indicando que para que as companhias consigam afetar as dimensões de valor que o passageiro percebe na marca, não basta a realização de investimentos isolados, em uma ou outra estratégia de marketing, mas sim esforços para fortalecimento de inovações em serviços, promoções relacionadas a preço e patrocínio de eventos em conjunto. Este estudo fornece base para o desenvolvimento de estudos futuros sobre valor da marca na perspectiva do passageiro e possibilita o melhor direcionamento de estratégias de marketing no setor de transporte aéreo.

The world today faces many challenges in terms of sustainability and how the world will be able to continue to meet demands of future generations. Sustainability aspects are considered by customers and organizations to a greater extent today than ever before. Businesses need to find new ways forward to encourage sustainable consumption to be able to exist in the future. The increasing amount of food waste represents one of many sustainability challenges and is a stated problem in developed countries. In Sweden, the households stand for the biggest amount of food waste along the entire supply chain. Producing something that is later wasted is an inefficient use of resources. This study aims to identify barriers for consumers to act pro-environmentally when consuming products of low involvement and find ways for the industry to overcome them. The thesis is commissioned for a large bread company in Sweden, who is in the starting blocks of start selling frozen bread, something that is not done to a great extent today. Frozen bread is a more environmentally sustainable alternative than substitute products and it will serve as the low-involvement product in focus of this study. The theoretical framework is built on theories regarding consumer decision-making, consumer behavior, sustainability and sustainable consumption. Through in-store observations of customers accompanied by follow-up interviews, a solid amount of data was gathered which allowed the authors to address the gap between intentions and behavior. Semi-structured interviews with the manager of the grocery store and the commissioned company give insights to the industry perspective of sustainability and consumer behavior. The empirical findings are presented from each data collection instance and are later analyzed and discussed with regard to four sub-purposes and the theoretical framework. The results have shown that existing barriers relate to customers’ habits, inertia, attitudes and lack of knowledge. The industry has the opportunity to bring forward sustainable products without tradeoffs, to create a win-win situation. By appealing to the customers’ hedonic needs and informing them about environmental benefits it is possible to influence customer norms to achieve a pro-environmental behavioral change.

The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.

La presente investigación tiene como finalidad encontrar la relación entre la estrategia Hi-Lo en marcas fabricantes de limpiadores líquidos en supermercados y la lealtad en amas de casa de 35 a 45 años de edad de nivel socioeconómico B, pertenecientes a la zona 6 de Lima Metropolitana. En la introducción se puede encontrar información acerca de las estrategias de precios que aplican los supermercados internacionales y nacionales, así como su situación actual dentro del mercado, conceptos clave de las variables a investigar y autores más relevantes para la investigación. El capítulo 1 consta de diferentes temas, donde principalmente se explica el trasfondo de las estrategias de precios, las implicancias de la lealtad del consumidor y la teoría sobre Retail. En el capítulo 2, se explica acerca de la metodología utiliza en la investigación cualitativa y cuantitativa. En el capítulo 3, se presentan los resultados obtenidos en la investigación cualitativa y cuantitativa. Finalmente, en el capítulo 4, se contrasta la teoría con la evidencia encontrada en los resultados, en esta etapa del trabajo, se valida la primera hipótesis que indica que el valor percibido alto en limpiadores líquidos genera lealtad en amas de casa; y, se rechaza la segunda hipótesis que indica que los descuentos generan un bajo grado de lealtad. Asimismo, se presentan las implicancias para la gerencia y se recomiendan algunos temas por trabajar en investigaciones futuras como otras estrategias de precios, categorías de alta rotación y otros factores de lealtad hacia una marca. / The present investigation has as a purpose the relationship between the Hi-Lo strategy in cleaning brands in supermarkets and loyalty at home from 35 to 45 years of socioeconomic level B, belonging to zone 6 of Metropolitan Lima. In the introduction you can find information about the pricing strategies of international and national markets, as well as their current situation in the market, the key concepts of research variables and the most relevant authors for research. Chapter 1 consists of different topics, which mainly explain the background of pricing strategies, the implications of consumer loyalty and the theory of Retail. In chapter 2, the methods used in qualitative and quantitative research are explained. In chapter 3, the results are presented in qualitative and quantitative research. Finally, in chapter 4, the theory is contrasted with the evidence found in the results, in this stage of the work, the first hypothesis is evaluated that indicates that the value has been perceived high in gender cleaners loyalty in housewives; Recall the second hypothesis that indicates that discounts in a degree of loyalty. Likewise, the implications for management are presented and the topics to work in future research are: price strategies, high rotation categories and other factors of loyalty towards a brand. / Trabajo de investigación

El siguiente trabajo de investigación tiene como objetivo demostrar la relación entre el brand experience, la satisfacción y el brand loyalty en clientes de restaurantes temáticos de Lima Metropolitana. Para realizar este estudio se utilizaron herramientas cualitativas y cuantitativas con una muestra de 150 personas que viven en Lima y que son clientes frecuentes de los restaurantes temáticos. Dicha investigación es importante analizar puesto que, al conocer la importancia del Brand experience en el rubro gastronómico, este puede ayudar a las marcas a obtener valor agregado que les permita diferenciarlas de sus competidores. / The following research work aims to demonstrate the relationship between brand experience, satisfaction and brand loyalty in clients of themed restaurants in Metropolitan Lima. To carry out this study, qualitative and quantitative tools were used with a sample of 150 people who live in Lima and who are frequent customers of themed restaurants. This research is important to analyze since, by knowing the importance of Brand experience in the gastronomic sector, it can help brands to obtain added value that allows them to differentiate them from their competitors. / Trabajo de investigación