Atributos e Imagem dos Clusters de Negócios Varejistas

Authors

  • João Paulo Lara de Siqueira Universidade Nove de Julho - UNINOVE
  • Marcus Eduardo Rocca Universidade Paulista - UNIP
  • Renato Telles Universidade Paulista - UNIP

DOI:

https://doi.org/10.20397/2177-6652/2015.v15i2.838

Keywords:

Cluster, imagem, atratividade

Abstract

Objetivo do estudo foi encontrar variáveis e fatores que contribuam para predição da avaliação da imagem de um cluster de varejo pelos consumidores. O referencial teórico utilizado foi o de clusters, da área de estratégia, e de imagem de loja, do marketing. Foi realizado um survey com 412 entrevistas com universitários que deram suas opiniões sobre o cluster de informática da Rua Santa Ifigênia, em São Paulo. Os dados foram analisados por meio de análise fatorial e regressões lineares múltiplas. As conclusões são que as variáveis “comprar na região é sinal de prestígio” e “confiança dos clientes nos vendedores” apresentaram relação preditiva com a imagem do cluster.

Author Biographies

João Paulo Lara de Siqueira, Universidade Nove de Julho - UNINOVE

Doutor e mestre em Administração. Professor do Programa de Mestrado Profissional em Gestão do Esporte da UNINOVE

Marcus Eduardo Rocca, Universidade Paulista - UNIP

Mestre em Administração e professor da Universidade Paulista - UNIP.

Renato Telles, Universidade Paulista - UNIP

Mestre e doutor em Administração. Professor do Programa de Mestrado em Administração da Universidade Paulista - UNIP.

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Published

2015-10-06

How to Cite

Siqueira, J. P. L. de, Rocca, M. E., & Telles, R. (2015). Atributos e Imagem dos Clusters de Negócios Varejistas. Journal of Management & Technology, 15(2), 29–49. https://doi.org/10.20397/2177-6652/2015.v15i2.838

Issue

Vol. 15 No. 2 (2015): Maio/Agosto

Section

ARTIGO

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