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Publication
O estudo da perceção de competência e simpatia da marca e a sua associação com o envolvimento cognitivo e emocional do consumidor com esta
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Authors
Advisor(s)
Abstract(s)
O presente estudo aborda a relação que o tipo de envolvimento (emocional versus
cognitivo) com uma marca estabelece com a sua perceção nas dimensões de simpatia e de
competência.
Esta investigação contou com 103 participantes, 29 do sexo masculino e 74 do sexo
feminino, com idades compreendidas entre os 18 e os 60 anos (M = 29.29, DP = 8.73). Os
participantes foram recrutados para participar num estudo online, sendo distribuídos por 3
condições experimentais que definiam uma marca de telemóvel para ser objeto de avaliação.
Os participantes avaliaram o tipo de envolvimento, cognitivo e afetivo, que tinham para com a
marca e, depois, as dimensões de simpatia e competência da marca. Por último, os participantes
indicaram a sua atitude, intenção de compra, e se possuem algum produto da marca.
Os resultados obtidos demonstraram que o envolvimento cognitivo está correlacionado
positivamente com a perceção de competência, e que o envolvimento emocional se
correlacionou positivamente com a perceção de simpatia. Adicionalmente, os resultados
sugerem que não só o envolvimento cognitivo, como também a perceção de competência, são
preditores da atitude do consumidor face à marca, pelo que esta é também preditora da intenção
de compra que, consequentemente, permite predizer também se o consumidor tem produtos da
marca.
Os resultados são discutidos em torno do fenómeno de antropomorfização das marcas
e os fatores intrínsecos no processo de tomada de decisão de compra, fidelização do cliente.
ABSTRACT: The present study examines the relationship between the type of involvement (emotional versus cognitive) with a brand and its perception in the dimensions of likability and competence. This research involved 103 participants, 29 male and 74 female, aged between 18 and 60 years (M = 29.29, SD = 8.73). Participants were recruited to take part in an online study and were divided into three experimental conditions, each involving a mobile phone brand to be evaluated. Participants assessed the type of involvement, both cognitive and emotional, they had with the brand, followed by evaluations of the brand’s likability and competence. Finally, participants reported their attitude towards the brand, purchase intention, and whether they owned any products from the brand. The results revealed that cognitive involvement is positively correlated with the perception of competence, while emotional involvement is positively correlated with the perception of likability. Additionally, the findings suggest that both cognitive involvement and the perception of competence are predictors of consumer attitude toward the brand, which in turn predicts purchase intention, and consequently, whether the consumer owns any of the brand’s products. The results are discussed in relation to the phenomenon of brand anthropomorphism and the intrinsic factors involved in the consumer decision-making process, including brand loyalty.
ABSTRACT: The present study examines the relationship between the type of involvement (emotional versus cognitive) with a brand and its perception in the dimensions of likability and competence. This research involved 103 participants, 29 male and 74 female, aged between 18 and 60 years (M = 29.29, SD = 8.73). Participants were recruited to take part in an online study and were divided into three experimental conditions, each involving a mobile phone brand to be evaluated. Participants assessed the type of involvement, both cognitive and emotional, they had with the brand, followed by evaluations of the brand’s likability and competence. Finally, participants reported their attitude towards the brand, purchase intention, and whether they owned any products from the brand. The results revealed that cognitive involvement is positively correlated with the perception of competence, while emotional involvement is positively correlated with the perception of likability. Additionally, the findings suggest that both cognitive involvement and the perception of competence are predictors of consumer attitude toward the brand, which in turn predicts purchase intention, and consequently, whether the consumer owns any of the brand’s products. The results are discussed in relation to the phenomenon of brand anthropomorphism and the intrinsic factors involved in the consumer decision-making process, including brand loyalty.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto
Universitário para obtenção de grau de Mestre
na especialidade de Psicologia Social e das
Organizações
Keywords
Comportamento do consumidor Antropomorfização das marcas Envolvimento cognitivo Envolvimento emocional Warmth Competência Consumer behavior Brand anthropomorphism Cognitive involvement Emotional involvement Warmth Competence