Brand love: the reflection of social engagement in consumer perception IN CONSUMER PERCEPTION
Keywords:
Brand Love, Corporate Social Responsibility, Service MarketingAbstract
Brand love tends to be enhanced when an organization is able to connect with consumer values, add intrinsic benefits, create positive emotional connections and sense of belonging. In this way, the CSR emerges as a thematic capable of contributing to a construction of brand love. Understanding consumer behavior and perceptions are relevant to marketing strategic and develop brand love - the consumer expectations are developed before, during and after delivery the product. In this study, through descriptive research, sought to broaden the knowledge on the topic and understand how attributes related to social responsibility impact Netflix’s brand love. The sample includes 242 respondents and showed that the proposed model is supported based on the relationship of these variables: brand love, palpability, quality, content, social impact and interactivity.
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