Brand image, cultural events and loyalty in mobile industry
: This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and bran...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Santa Catarina
2013-05-01
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| Series: | Revista Produção Online |
| Subjects: | |
| Online Access: | http://producaoonline.org.br/rpo/article/view/1000 |
| _version_ | 1828376503640915968 |
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| author | Thelma Valéria Rocha Natália Hara Katayama Christophe Fabien Fuhrer Thereza Cherubini |
| author_facet | Thelma Valéria Rocha Natália Hara Katayama Christophe Fabien Fuhrer Thereza Cherubini |
| author_sort | Thelma Valéria Rocha |
| collection | DOAJ |
| description | : This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and brand image. The subject is reviewed theoretical considering three topics: cultural events, brand image and loyalty, which lead to hypotheses to be tested. The field research of a quantitative nature uses the survey method, which was applied to 150 teenagers consumers of mobiles companies, classes A and B. The results of field research show that there is a positive relationship between cultural activities and brand image, and between the brand image and loyalty. However, there was significant correlation between cultural events and loyalty only to B Company. It may be related with B events wish were prepared to this target and may improve loyalty. To companies as A and C, brand image acts as moderator between cultural events and loyalty. These results indicated that cultural events may have impact in loyalty, since the company developed those actions to the target. As contribution, this study fills a gap which is the study that discusses effect of cultural activities on brand image and loyalty, in emerging economies, as Brazil, where few researches consider cultural events. |
| first_indexed | 2024-04-14T08:01:07Z |
| format | Article |
| id | doaj.art-25dfc3239ccd41c1809b3972595f2060 |
| institution | Directory Open Access Journal |
| issn | 1676-1901 |
| language | English |
| last_indexed | 2024-04-14T08:01:07Z |
| publishDate | 2013-05-01 |
| publisher | Universidade Federal de Santa Catarina |
| record_format | Article |
| series | Revista Produção Online |
| spelling | doaj.art-25dfc3239ccd41c1809b3972595f20602022-12-22T02:04:53ZengUniversidade Federal de Santa CatarinaRevista Produção Online1676-19012013-05-0113245047810.14488/1676-1901.v13i2.1000547Brand image, cultural events and loyalty in mobile industryThelma Valéria Rocha0Natália Hara Katayama1Christophe Fabien Fuhrer2Thereza Cherubini3ESPM (Escola Superior de Propaganda e Marketing)ESPMESPMESPM: This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and brand image. The subject is reviewed theoretical considering three topics: cultural events, brand image and loyalty, which lead to hypotheses to be tested. The field research of a quantitative nature uses the survey method, which was applied to 150 teenagers consumers of mobiles companies, classes A and B. The results of field research show that there is a positive relationship between cultural activities and brand image, and between the brand image and loyalty. However, there was significant correlation between cultural events and loyalty only to B Company. It may be related with B events wish were prepared to this target and may improve loyalty. To companies as A and C, brand image acts as moderator between cultural events and loyalty. These results indicated that cultural events may have impact in loyalty, since the company developed those actions to the target. As contribution, this study fills a gap which is the study that discusses effect of cultural activities on brand image and loyalty, in emerging economies, as Brazil, where few researches consider cultural events.http://producaoonline.org.br/rpo/article/view/1000Estratégia de Marketing. Ações Culturais. Imagem de Marca. Lealdade. |
| spellingShingle | Thelma Valéria Rocha Natália Hara Katayama Christophe Fabien Fuhrer Thereza Cherubini Brand image, cultural events and loyalty in mobile industry Revista Produção Online Estratégia de Marketing. Ações Culturais. Imagem de Marca. Lealdade. |
| title | Brand image, cultural events and loyalty in mobile industry |
| title_full | Brand image, cultural events and loyalty in mobile industry |
| title_fullStr | Brand image, cultural events and loyalty in mobile industry |
| title_full_unstemmed | Brand image, cultural events and loyalty in mobile industry |
| title_short | Brand image, cultural events and loyalty in mobile industry |
| title_sort | brand image cultural events and loyalty in mobile industry |
| topic | Estratégia de Marketing. Ações Culturais. Imagem de Marca. Lealdade. |
| url | http://producaoonline.org.br/rpo/article/view/1000 |
| work_keys_str_mv | AT thelmavaleriarocha brandimageculturaleventsandloyaltyinmobileindustry AT nataliaharakatayama brandimageculturaleventsandloyaltyinmobileindustry AT christophefabienfuhrer brandimageculturaleventsandloyaltyinmobileindustry AT therezacherubini brandimageculturaleventsandloyaltyinmobileindustry |