O efeito da marca de eventos musicais com diferentes níveis de congruência do artista-celebridade

Leonardo Aureliano-Silva

doi:10.51359/2526-7884.2017.15013

Autores

Leonardo Aureliano-Silva Universidade Anhembi Morumbi (UAM)

DOI:

https://doi.org/10.51359/2526-7884.2017.15013

Palavras-chave:

marca, evento musical, artista, celebridade, congruência.

Resumo

O principal objetivo desse estudo foi analisar o efeito da marca do evento no comportamento do consumidor de eventos musicais. Para isso foi realizado um experimento com 217 indivíduos, e constatado que uma marca reconhecida aumenta a intenção de compra do ingresso e a percepção de qualidade do evento. A marca reconhecida foi mais bem avaliada quando contou com artista-celebridade de alta congruência com o evento, tanto para intenção de compra do ingresso como percepção de qualidade. A marca não reconhecida foi mais bem avaliada apenas em relação à percepção de qualidade do evento quando contou com artista-celebridade de alta congruência com o evento.

Biografia do Autor

Leonardo Aureliano-Silva, Universidade Anhembi Morumbi (UAM)

Professor do Mestrado Profissional Gestão em Alimentos e Bebidas, Universidade Anhembi Morumbi – UAM.

Referências

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Azevedo, C. (2007). Subgêneros de metal no Rio de Janeiro a partir da década de 1980. Cadernos do Colóquio, 7(1).

Aureliano-Silva, L. (2015). Efeito da marca em propagandas com diferentes frames promocionais: Uma pesquisa experimental. Anais do 8º Congresso Latino Americano de Varejo – CLAV, São Paulo.

Bailey, A. A. (2014). Celebrity endorsement entering the 21st century: A content analysis of print advertising. Proceedings of The Marketing Management Association, 6-7.

Baker, M. J., & Churchill Jr, G. A. (1997). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555.

Banytė, J., Stonkienė, E., & Piligrimienė, Ž. (2011). Selecting celebrities in advertising: The case of Lithuanian sports celebrity in non sport product advertisement. Economics & Mananagement, 16(1), 1215-1229.

Caputo, E. S., Macedo, M. D. S., & Nogueira, H. G. P. (2008). Avaliação de marcas: Uma aplicação ao caso Bombril. Anais do III EMA.

Carneiro, LF. (2011). Rock in Rio: A história do maior festival de música do mundo. São Paulo: Editora Globo, Jan. 1.

Chen, A. C. H., Chang, R. Y. H., Besherat, A., & Baack, D. W. (2013). Who benefits from multiple brand celebrity endorsements? An experimental investigation. Psychology & Marketing, 30(10), 850-860.

Chen, C. Y., Lin, Y. H., & Claussen, C. L. (2012). Celebrity endorsement for sporting events using classical conditioning. International Journal of Sports Marketing and Sponsorship, 13(3), 46-56.

Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.

Cortini, M., Vicenti, A., & Zuffo, R. G. (2010). Celebrity Endorsement and Congruence: An Experimental Study. International Journal of Interdisciplinary Social Sciences, 5(8).

Erdogan, B. Z. (2010). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651-662.

Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.

Gonçalves Filho, C., Souki, G. Q., & Gonçalves, C. A. (2009). Valor das marcas (brand equity) para o consumidor: Desenvolvimento e validação de um instrumento de mensuração no setor automotivo. Revista Eletronica de Ciência Administrativa, 8(1), 106.

Gurel, E.; Kahle, L. (2010). Celebrity Endorsements and Advertising Effectiveness: The importance of value congruence. Advances in Consumer Research, 37(3), 807-808.

Hernandez, J. M. C. (2002). Brand trust and online consumer behavior. Advances in Consumer Research Volume 29.

Hernandez, J. M. C., Menck, T. M., Lopez, D. M., Mocellin, L. F. (2011). Extensão de marcas corporativas de serviços: O efeito da similaridade percebida da extensão e da qualidade percebida da marca. Revista de Administração Contemporânea, 15(4), 561-579.

Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2),

-166.

Joji, A. N. (2011). Consumer evaluations of product line brand extension. IUP Journal of Brand Management, 8(1).

Kahle, L. R., & Homer, P. M. (1985). Physical

attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.

Keel, A., & Nataraajan, R. (2012). Celebrity

endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690-703.

Kelting, K., & Rice, D. H. (2013). Should we hire David Beckham to endorse our brand? Contextual interference and consumer memory for brands in a celebrity's endorsement portfolio. Psychology & Marketing, 30(7), 602-613.

Kim, H., & Park, S. Y. (2011, January). Celebrity endorsement in direct-to-consumer (DTC) pharmaceutical advertising: The effects of celebrity-brand congruence and attributional inferences. Proceedings American Academy of Advertising.

Kim, Y. J., & Na, J. H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: The role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23-33.

Lee, J. G., & Park, J. (2014). The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement. International Journal of Sports Marketing and Sponsorship, 16(1), 50-69.

Lopes, E. L., da Silva, D., & da Costa Hernandez, J. M. (2013). O Efeito da Marca na Negligência da Omissão: uma Pesquisa Experimental/Brand Effect on Omission

Neglect: an Experimental Research. Revista de Administração Contemporânea, 17(2), 132.

Meyers, E. (2009). Can you handle my truth?: authenticity and the celebrity star image. The Journal of Popular Culture, 42(5), 890-907.

McNamara, K. (2009). Publicising private lives: Celebrities, image control and the reconfiguration of public space. Social & Cultural Geography, 10(1), 9-23.

Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.

Rock in Rio (2015). The World’s Legendary Music Festival, Rock in Rio, Heads to U.S. in Business Wire (English). 3.

Silva, L. A. D. (2012). O efeito da marca na avaliação de propagandas endossadas por celebridades. Dissertação de mestrado, Universidade Nove de Julho, São Paulo, SP, Brasil.

Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage. World Academy of Science, Engineering and Technology, 58(2), 934-939.

Stonkienè, E.; Piligrimienè, Z. (2011). Selecting Celebrities in Advertising: The case of Lithuanian sports celebrity in non sport product advertisement, Economic and Management, 16, 1215-1224.

Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67-82.

Tse, C. H.; Sejung Marina, C & Kineta, H. (2010). Impacts of image congruence in celebrity endorser effects: a need-congruence- behavior model. American Academy of Advertising Conference Proceedings, 48.

Venuti, G. (2009). The impact of sponsor-event fit on music festivals and their brands. Master thesis, University of Amsterdam, Holanda.

Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40.

Zwilling, M., & Fruchter, G. E. (2013). Matching product attributes to celebrities who reinforce the brand. Journal of Advertising

Research, 53(4), 391-410.