Os Fatores que influenciam a Intenção de Compra das Marcas da Distribuição

• Author(s): Morais, João
• Date: 2016
• Origin: International Journal of Marketing, Communication and New Media
• Subject(s): Marca, Consumidor, Distribuidor, Imagem de Marca.
• Document Type: Journal article
• Language: Portuguese

Description

This study aims to analyze and understand the process that leads to the purchase intention of the distributor brand. It starts with a literature review on the general field of brand management, perceiving for such which factors are valued by consumers and influence their purchase. It follows the perspective of the distributor, with the knowledge of its evolution, how they were developing brands with their own insignia and consequently the attitude shown by consumers compared to the values meanwhile transmitted. After the formation of the theoretical framework, the intention is to know what are the main determinants that lead to the purchase of distributor brand products. Following these assumptions, we are proposing to develop a research model attempting to evaluate what are the most relevant factors for explainning purchase intentions of distribution brands is proposed.