MODELO DE AVALIAÇÃO DA RELAÇÃO ENTRE A REPUTAÇÃO E O VALOR DA MARCA: UM ESTUDO NO SETOR AUTOMOTIVO

• Main Authors: Daniela Ferro Torres, Carlos Alberto Gonçalves, Marlusa Gosling, Ricardo Teixeira Veiga
• Format: Article
• Language: English
• Published: Universidade Federal de Pernambuco 2011-04-01
• Series: GESTÃO.Org : Revista Eletrônica de Gestão Organizacional
• Subjects: Brand equity; Reputation; Identity
• Online Access: http://www.revista.ufpe.br/gestaoorg/index.php/gestao/article/viewFile/309/195

This study proposed to evaluate the existence and intensity of relationship between Reputation and Corporate Brand Equity dimensions taken enterprises of automotives retails and measure the isomorphism between Perceived Identity and Project identity by Company and consumers. Using the survey method and a self administered questionnaire as collecting instrument, 465 questionnaires were collected, having as observation units the consumers from two car dealers companies of Volkswagen in Belo Horizonte. Data treatment involved univariate, bivariate and multivariate analysis, verifying if, at first, outliers and missing data could be harmful to the analysis. Dimensionality and reliability were also calculated. In order to reach the specific objectives and proposed hypothesis, t tests of means comparison showed that there are differences between the Perceived Identity and the Projected Identity. Moreover, this work used the Structural Equation Modeling to estimate parameters within the constructs Reputation and Brand Equity, using the estimation method of Partial Least Squares – PLS- once the assumption of normality was violated and this method does not demand it. The relationship between these constructs was positive and statistically significant. The results found were considered relevant to the academic and managerial areas, implying that an adequate management of Reputation may improve Brand Equity of the company and its brand for the consumer