Banca de DEFESA: Yuri de Souza Odaguiri Enes

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Yuri de Souza Odaguiri Enes
DATE: 09/12/2022
TIME: 09:00
LOCAL: PPGA
TITLE:

Online brand personality and customer relationship in e-commerce: proposition of measurement models

KEY WORDS:

Brand personality; Relationship marketing; CRM; E-commerce; Measurement models.

PAGES: 150
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

E-commerce has spread widely in the last decade, achieving intensified growth during the period of the COVID-19 pandemic. Through the competitive advantages of e-commerce, it has become a worldwide phenomenon characterized by its convenience, ease of access and price competitiveness, and the variability of products and services offered. Thus, Relationship Marketing and Customer Relationship Management (CRM) strategies have become essential for the conquest and maintenance of market shares, adapting to the virtual context as a way to ensure customer loyalty, commitment and satisfaction. Furthermore, the success of relationship marketing in e-commerce sites is related to the levels of anthropomorphization attributed by the consumer, an aspect related to brand personality. Thus, the brand personality contributes as a source of inputs required for the strategic positioning of organizations, especially when associated with relationship marketing. In this way, the present study has the main objective of developing measurement models of brand personality attributed by e-commerce customers and the perception of the relationship with such brands. Therefore, this dissertation consists of 5 scientific articles, besides an introductory chapter and the conclusions referring to the research. Thus, the theoretical framework chapter is composed of three interdependent systematic literature reviews, which present bibliometric analyses of the international literature on e-commerce marketing, relationship marketing, and brand personality, variables explored by the research. Then, an instrument was adapted regarding the perception of the relationship with e-commerce brands, which was based on a survey with 416 respondents, and an instrument was developed regarding e-commerce brand personality, which had 240 participants. In this sense, this research comprises an instrumental and descriptive character with a cross-sectional time frame, employing a multi-method approach with the combination of quantitative and qualitative techniques. The relationship scale had 13 items included in 3 factors. In turn, the brand personality scale presented 10 items, which composed 3 factors as well. Evidence of exploratory, confirmatory, reliability, and content validity were obtained for both scales. It is expected that the results of this study will allow a deeper understanding of e-commerce consumers' perception of brand personality and relationship, as well as the improvement of the online consumer experience and

the development of brand positioning and CRM strategies consistent with the potential of e-commerce.

BANKING MEMBERS:
Presidente - 2315555 - GISELA DEMO FIUZA
Interna - 1905467 - PATRICIA GUARNIERI DOS SANTOS
Interna - 1299852 - SOLANGE ALFINITO
Externa à Instituição - THELMA VALERIA ROCHA RODRIGUES - ESPM