Estudo da imagem de marca usando a escala do caráter corporativo de Davies
um caso na Argentina
Resumo
Objetivo: O objetivo deste estudo é medir empiricamente a imagem de marca da companhia Yagmour, uma empresa argentina especializada em moda feminina, utilizando a Escala do caráter corporativo (ou personalidade corporativa), desenvolvido por Davies et al. (2004). A partir dos resultados da medição está previsto identificar segmentos de consumidores subjacentes com base nas dimensões de personalidade de marca corporativa da escala. Desenho/metodologia/abordagem: Os dados foram obtidos a partir de uma pesquisa online com 657 clientes da marca que residem na cidade de Buenos Aires e arrabaldes (“Grande Buenos Aires”). Para análise de dados e redefinição da escala de medida utilizada foram empregados modelos de equações estruturais ou SEM. Através da análise discriminante e de clusters as clientes foram segmentadas de acordo com suas percepções de personalidade da marca Yagmour. Fatos encontrados: Das sete dimensões propostas por Davies (2004), apenas três eram relevantes para a marca em estudo. A partir da segmentação emergiram claramente três grupos de clientes identificados pelo autor como as distantes, as entusiastas e as apáticas. Originalidade/valor: estudos enquanto de escalas de personalidade corporativos factor que têm sido utilizadas, tais como a de Aaker (1997) e Davies et al. (2004) alcançaram um número de produtos e serviços em diferentes países, o valor principal desta pesquisa é aplicar pela primeira vez esta metodologia para a análise de uma marca que vende produtos de consumo na Argentina.
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