THE BACKGROUND OF THE TOP OF MIND OF HOME APPLIANCES BRANDS
DOI:
https://doi.org/10.18568/ijbmkt.7.1.235Keywords:
Palavras-chave: Top of mind. Gastos com propaganda. Preço. Renda familiar. Regressão linear múltipla.Abstract
O objetivo deste estudo foi verificar as variáveis que influenciam o top of mind de eletrodomésticos. Como metodologia, foi realizada uma pesquisa exploratória, de natureza quantitativa, por meio de um survey no ambiente das redes sociais dos pesquisadores em uma amostra de conveniência de 201 participantes. A análise de dados foi realizada utilizando a regressão linear múltipla por meio do software SPSS®, versão 26. Os resultados demonstraram que os gastos com propaganda e a renda familiar influenciam positivamente na variável top of mind da marca mais lembrada de eletrodomésticos. Com relação a variável preço, esse não se mostrou significativo no modelo geral. Como relevância os elementos antecedentes do top of mind que gerar no público uma rápida associação de um produto com a imagem de uma marca. Assim, a pesquisa contribui com um estudo interdisciplinar cuja a escala e a metodologia podem ser utilizadas por estudos análogos. Quanto ao avanço teórico, foi possível observar que são necessários mais estudos para avaliar os preditores. Como contribuição acadêmica e gerencial, a proposta contempla como antecedentes da marca top of mind visto que esses são variáveis importantes para a tomada de decisão e incremento de estratégias empresariais.
References
Aaker, D. A. (2009). Managing brand equity: capitalizing on the value of a brand name. New York: Simon
& Schuster.
Assaf, A. G., Josiassen, A., Ahn, J. S., & Mattila, A. S. (2017). Advertising spending, firm performance, and the
moderating impact of CSR. Tourism Economics, 23(7), 1484–1495. https://doi.org/10.1177/1354816617704739. DOI: https://doi.org/10.1177/1354816617704739
Bastidas, J. K. A. (2020). Valor percibido de la experiencia de compra de los consumidores en los tres
supermercados de la ciudad de Huancayo. Tesis. Universidad Continental, Huancayo, Perú. https://hdl.
handle.net/20.500.12394/8092.
Bido, D. S. & Silva, D. (2019). SmartPLS 3: especificação, estimação, avaliação e relato. Administração: Ensino e Pesquisa, 20(2), 1-31. DOI: https://doi.org/10.13058/raep.2019.v20n2.1545
Brooks, C. (2002). Introductory Econometrics for Finance. New York: Cambridge University Press.
Callegaro, C. A. (1982). A procura da generalização da’Lei de Engel’. Revista de administração, 17(1), 49-59.
Castro, J. L. C., Pitombeira, R. T. A., Ferreira Neto, M. N., Caetano, T. M., & Silva, F. A. S. (2020). A relação entre variáveis sociodemograficas e uma marca top of mind de cosmeticos. Revista Estudos e Pesquisas em Administração, 4(2), 81–94. https://doi.org/10.30781/repad.v4i2.10005. DOI: https://doi.org/10.30781/repad.v4i2.10005
Cha, Y. J., & Her, E. S. (2014). Relations between festival satisfaction in Changnyeong region and agricultural
specialties awareness, preference, and purchasing characteristics—Focused on gender, age, and purchasing
experience -. Journal of the Korean Society for Dietary Lifestyle Culture, 29(6), 528–538. https://doi.org/10.7318/
KJFC/2014.29.6.528. DOI: https://doi.org/10.1016/j.eurpsy.2014.07.004
Costa, R. B. P. (2021). A efetividade do mínimo existencial à luz da Constituição Federal de 1988. Editora Dialética. DOI: https://doi.org/10.48021/978-65-5956-942-7
Faleiros, F., Käppler, C., Pontes, F. A. R., Silva, S. S. da C., Goes, F. dos S. N. de, & Cucick, C. D. (2016). Use of virtual questionnaire and dissemination as a data collection strategy in scientific studies. Texto & Contexto - Enfermagem, 25(4). https://doi.org/10.1590/0104-07072016003880014. DOI: https://doi.org/10.1590/0104-07072016003880014
Fávero, L. P. & Belfiore, P. (2020). Manual de análise de dados: estatísticas e modelagens multivariada com
Excel, SPSS e Stata. Rio de Janeiro: LTC.
Ferreira Neto, M. N., Santos, A. C. O., & Castelo, J. S. F. (2021). Imagem da marca, qualidade percebida, satisfação do consumidor e risco percebido como preditores da lealdade do consumidor. In E. de J. Oliveira, S. C. G. de Figueiredo, E. Redin, & A.S. Rosa (Orgs.), Tópicos em Administração—Volume 38. Editora Poisson. https://doi.org/10.36229/978-65-5866-042-2.CAP.12. DOI: https://doi.org/10.36229/978-65-5866-042-2.CAP.12
Fisher, R.A. (1954). Statistical Methods for Research Workers. [S.l.]: Oliver and Boyd.
Fornell, C. G. & Larcker, D. F. (1981), Evaluating structural equation models with unobservable variables and DOI: https://doi.org/10.2307/3151312
measurement error. Journal of Marketing Research, 18 (1), 39-50.
Gijsenberg, M. J., & Nijs, V. R. (2019). Advertising spending patterns and competitor impact. International Journal
of Research in Marketing, 36(2), 232–250. https://doi.org/10.1016/j.ijresmar.2018.11.004. DOI: https://doi.org/10.1016/j.ijresmar.2018.11.004
Hair, J. F. Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation
modeling (PLS-SEM). European Business Review. 26(2),106-121.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise Multivariada de Dados (6
ed). Porto Alegre: Bookman.
Hakala, U., Svensson, J., & Vincze, Z. (2012). Consumer‐based brand equity and top‐of‐ mind awareness: A cross‐country analysis. Journal of Product & Brand Management, 21(6), 439–451. https://doi. org/10.1108/10610421211264928. DOI: https://doi.org/10.1108/10610421211264928
Henseler, J. (2012). PLS-MGA: A non-parametric approach to partial least squares-based multi-group analysis. In W. Gaul, A. Geyer-Schulz, L. Schmidt-Thieme, & J. Kunze (Eds.), Challenges at the interface of data analysis, computer science, and optimization. Studies in classsification, data analysis, and knowledge organization DOI: https://doi.org/10.1007/978-3-642-24466-7_50
(pp. 495–501). Berlin: Springer.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In T.-M. Choi (Org.), Fashion Branding and Consumer Behaviors (p. 113–132). Springer New York. https://doi.org/10.1007/978- 1-4939-0277-4_8. DOI: https://doi.org/10.1007/978-1-4939-0277-4_8
IBGE –Instituto Brasileiro de Geografia e Estatística. (2017) Pesquisa nacional por amostra de domicílios 2004 -PNAD. Rio de Janeiro.
Iacobucci, D., & Ostrom, A. (1993). Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters. Journal of Consumer Psychology, 2(3), 257–286. https://doi. org/10.1016/S1057-7408(08)80017-4. DOI: https://doi.org/10.1207/s15327663jcp0203_03
Ieva, M. & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. The TQM Journal, 30(5), 444-457. DOI: https://doi.org/10.1108/TQM-11-2017-0141
Iwasaki, N., Kudo, Y., Tremblay, C. H., & Tremblay, V. J. (2008). The advertising–price relationship: Theory and evidence. International Journal of the Economics of Business, 15(2), 149–167. https://doi. org/10.1080/13571510802134213. DOI: https://doi.org/10.1080/13571510802134213
Joshi, A., & Hanssens, D. M. (2018). The direct and indirect effects of advertising spending on firm value. In D. M. Hanssens, Long-Term Impact of Marketing (p. 521– 556). World Scientific. https://doi. org/10.1142/9789813229808_0013. DOI: https://doi.org/10.1142/9789813229808_0013
Kaul, A., & Wittink, D. R. (1995). Empirical generalizations about the impact of advertising on price sensitivity and price. Marketing Science, 14(3_supplement), G151–G160. https://doi.org/10.1287/mksc.14.3.G151. DOI: https://doi.org/10.1287/mksc.14.3.G151
Kim, Y. E., & Yang, H. C. (2020). The effects of perceived satisfaction level of high- involvement product
choice attribute of millennial generation on repurchase intention: Moderating effect of gender difference. The Journal of Asian Finance, Economics and Business, 7(1), 131–140. https:// doi.org/10.13106/JAFEB.2020.VOL7.NO1.131.
Kirsten, José T. (1985). Custo de vida: metodologia de cálculo, problemas e aplicações. São Paulo. Pioneiro.
Kotler, P. & Armstrong, G. (2012). Principles of Marketing (14 ed). Boston: Pearson Prentice Hall.
Kotler, P.; Keller, K. (2009) Administração de Marketing. São Paulo: Pearson Prentice Hall.
Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The role of brand recall, brand recognition and price consciousness in understanding actual purchase. Journal of Research in Social Sciences, 6(2), 219–241.
Las Casas, A. L. (2011) Administração de marketing: conceitos, planejamento e aplicações à realidade brasileira. São Paulo: Atlas.
Langi, K. (2013). The influence of brand recognition, brand recall, and top of mind to consumer buying decision. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4). https://doi.org/10.35794/ DOI: https://doi.org/10.35794/emba.1.4.2013.2964
emba.1.4.2013.2964.
Madhumita, G., & Rajini, G. (2017). An alliance between brand awareness & purchase decisions for facial cream brands among women professionals – a path analysis approach (SSRN Scholarly Paper ID 2959576). Social DOI: https://doi.org/10.2139/ssrn.2959576
Science Research Network. https://papers.ssrn.com/abstract=2959576.
Moorthy, S., & Zhao, H. (2000). Advertising Spending and Perceived Quality. Marketing Letters, 11(3), 221–233.
https://doi.org/10.1023/A:1008135126025. DOI: https://doi.org/10.1023/A:1008135126025
Neotrust. Pesquisa Neotrust compre e confie. (2020). Disponível em: https://www.neotrust.com.br. Acessado em 10 de junho 2021.
Pratama, I. G. A. D., & Wardana, I. M. (2018). The effects of brand equity on repurchase intention: A case study at bali banyuatis. Russian Journal of Agricultural and Socio- Economic Sciences, 82(10), 31–37. https://doi.org/10.18551/rjoas.2018-10.03. DOI: https://doi.org/10.18551/rjoas.2018-10.03
Proboyo, A., & Kusuma, B. I. (2019). The impact of product attributes, price, place, advertising, and sales
promotion: A case of kids shampoo in indonesia. Petra International Journal of Business Studies, 2(2), 59–70.
https://doi.org/10.9744/ijbs.2.2.59-70. DOI: https://doi.org/10.9744/ijbs.2.2.59-70
Putra, V. B. H., Haryono, A. T., & Fathoni, A. (2018). Analysis the factors influencing purchase decision of product
of smartphone XIAOMI and oppo with the top of mind as intervening variable (Case Study On Smartphone User
Community Xiaomi and OPPO in Semarang). Journal of Management, 4(4), 1-11.
Rodríguez Gutiérrez, L. M. (2014). Estudio de cambio en la percepción del consumidor de marcas top of mind en el mercado colombiano. Poliantea, 10(18), p. 113-142. DOI: https://doi.org/10.15765/plnt.v10i18.535
Silva, Hermes M. R. da. Análise do orçamento de uma amostra de famílias brasileiras: um estudo baseado na Pesquisa de Orçamentos Familiares do IBGE. Dissertação deMestrado. Biblioteca Digital de Teses e
Dissertações. Universidade de São Paulo.(2004)
Shamsudin, M. F., Hassan, S., Ishak, M. F., & Ahmad, Z. (2020). Study of purchase intention towards skin care products based on brand awareness and brand association. Journal of Critical Reviews, 7(16), 990-996.
Susilo, T., & Harini, C. (2018). Effect of price, promotion and service on consumer loyalty (Study on Consumers
in Indomaret Pedurungan District Semarang). Journal of Management, 4(4).
Wang, W.-C., Pestana, M. H., & Moutinho, L. (2018). The effect of emotions on brand recall by gender using voice emotion response with optimal data analysis. In L. Moutinho & M. Sokele (Orgs.), Innovative Research Methodologies in Management (p. 103–133). https://doi.org/10.1007/978-3-319-64400-4_5. DOI: https://doi.org/10.1007/978-3-319-64400-4_5
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002. DOI: https://doi.org/10.1177/0092070300282002
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer- based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3. DOI: https://doi.org/10.1016/S0148-2963(99)00098-3
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(1), 58–62. https://doi.org/10.4236/ojbm.2015.31006. DOI: https://doi.org/10.4236/ojbm.2015.31006
