Dimensões de Autenticidade de Marca nos Contextos Brasileiro e Estadunidense

Maiara Regina Kososki, Paulo Henrique Muller Prado

Resumo


O artigo tem o intuito de penetrar no mundo da Autenticidade, que antecede a época de Cicero e, portanto, desenvolver as dimensões críticas de autenticidade de marca baseada nas escalas de Bruhn et al. (2012) e Napoli et al. (2013). Para isso, o Modelo de Churchill (1979) foi utilizado como balizador do método por meio de fases qualitativas e quantitativas e coletas de dados no Brasil e nos Estados Unidos. Como resultado tem-se 9 dimensões formadoras, com características distintas para diferentes categorias de produtos. A autenticidade da marca é um conceito multifacetado em torno das dimensões que a compõem. Na era da experiência em que os consumidores têm muitas escolhas e menos fé nos produtos que consomem, a autenticidade pode existir para suavizar esta falta de verdade nas ofertas. Além disso, os consumidores conhecem seus produtos, mais do que nunca, por meio do fácil acesso a informações de quase tudo o que eles querem. Em tal contexto, como uma marca pode ser verdadeira? A fim de discutir possíveis respostas a esta questão e encontrar uma compreensão mais profunda sobre o mundo da autenticidade, este artigo foi desenvolvido.


Palavras-chave


Autenticidade de marca; Dimensões; Escalas.

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