Test and validity of the Brand Resonance Model’s

Autores

DOI:

https://doi.org/10.20397/2177-6652/2019.v19i1.1466

Palavras-chave:

Brand Resonance, Brand Resonance Pyramid, Brand Equity, Brand management, Validation and Testing of a Model.

Resumo

This study has the purpose to test and validate the Brand Resonance Model which is represented by a pyramid that contains cause and effect relationships between the constructs related to the brand (salience, image, performance, feeling, judgment and resonance), whose ultimate goal is to represent brand equity. Part of the research was carried out by a survey applied to hotel guests, at the end obtaining 302 questionnaires. Procedures were performed for data treatment, the constructs unidimensionality and reliability, convergent validity, discriminant validity and nomological validity. The results indicate that the Brand Resonance Model has nomological validity, since all the theoretical relations between the constructs were statistically significant. In terms of outcome the rational path - formed by performance and judgment - has a greater impact on brand resonance than the emotional path - image and feeling. The R2 of brands’ resonance, the value obtained was 83%.

Biografia do Autor

Luiz Rodrigo Cunha Moura, Centro Universitário UNA, Minas Gerais

Bacharel em Informática - UFV

Especialista em Tecnologia da Informação e Gestão Empresarial - PUC/MG

Mestre em Administração - UFMG

Doutor em Administração - UFMG

Prof. Adjunto do Centro Universitário UNA

Professor do Curso de Mestrado Profissional de Administração do Centro Universitário UNA

Paulo Roberto Ferreira, Professor do Centro Universitário UNA

Especialização em Especialização em Educação Ambiental pelo Serviço Nacional de Aprendizagem Comercial - SENAC Minas.Especialização em Docência Superior pela Universidade Gama Filho. Especialização em Gestão de Negócios pela Faculdade de Estudos Administrativos de Minas Gerais, FEAD Graduação em TECNOLOGIA EM GESTAO DE RECURSOS HUMANOS pela FACULDADE ESTÁCIO DE SÁ DE BELO HORIZONTE. 

Alessandra Duarte de Oliveira, Pesquisadora do Centro Universitário UNA

Mestrado profissional em Administração pelo Centro Universitário UNA. Especialização em Avaliação e Diagnóstico Psicológico pela Pontifícia Universidade Católica de Minas Gerais, PUC Minas. Graduação em Psicologia pela Pontifícia Universidade Católica de Minas Gerais, PUC Minas. 

Nina Rosa da Silveira Cunha, Professora Titular da Universidade Federal de Viçosa

Doutora em Economia Rural pela Universidade Federal de Viçosa.

Mestre em Administração pela Universidade Federal de Minas Gerais.

Bacharel em Direito pela Universidade de Itauna.

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Publicado

2019-01-01

Como Citar

Moura, L. R. C., Ferreira, P. R., Oliveira, A. D. de, & Cunha, N. R. da S. (2019). Test and validity of the Brand Resonance Model’s. Revista Gestão & Tecnologia, 19(1), 4–24. https://doi.org/10.20397/2177-6652/2019.v19i1.1466

Edição

v. 19 n. 1 (2019): Janeiro/Março

Seção

ARTIGO

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