O IMPACTO DA MARCA NA INTENÇÃO DE COMPRA DE CHOCOLATE AO LEITE
Journal Title: Revista Competência - Year 2012, Vol 5, Issue 1
Abstract
Th e present study aimed to evaluate the impact of brand on consumer preferences for chocolate milk. We conducted a quasi-experiment, through which the constructs related to brand loyalty, perceived quality, OBE and purchase intent were assessed. Th e survey took place in November 2011, in the city of Caxias do Sul/ RS, with 197 respondents and non-probability convenience sample. Th e main consideration was the authors’ understanding of the eff ectiveness of the brand eff ect on the preference of the consumer’s choice, given that the image created often overlaps with the performance of the product itself.
Authors and Affiliations
Fernando de Oliveira Santini Wagner Junior Ladeira Rafael Mendes Lubeck Claudio Rotta
Keywords
Related Articles
- EP ID EP677189
- DOI https://doi.org/10.24936/2177-4986.v5n1.2012.61
- Views 240
- Downloads 0
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