Publicação
Brand cynicism: Start to develop a scale
| Resumo: | We are living in an era of great cynicism. It is everywhere and brands aren’t immune. In fact, they may be more vulnerable to cynicism since their presence and value is completely dependent on how they are perceived by consumers. However, despite its growing relevance, this is a very under-researched phenomenon and many aspects remain unclear. Therefore, this paper attempts to conceptualize and measure Brand Cynicism through the development of a first scale that aims to be extremely valuable for managers who want to understand and manage such phenomena in their industries. Firstly, the relevant literature for the proposed theme is presented. Then, a qualitative exploratory analysis is performed in order to obtain the items that will belong to the future scale. Upon completion of this analysis, quantitative analysis takes place and the generated items are subjected to analysis. A two-dimension scale is identified: detachment and doubtfulness. Furthermore, the relationship of the scale with important variables is assessed: Consumer cynicism, Consumer Embarrassment, Consumer Rebellion and Brand Equity. The findings reveal that brand cynicism is positively influenced by Consumer embarrassment, Consumer Cynicism and consumer Rebellion but there is no statistical evidence that Erand Cynicism influences Brand Equity. This dissertation concludes with a brief discussion about the results, achievements and implications of the study, and suggestions for future research. |
|---|---|
| Autores principais: | Rodrigues, Diana Balhote |
| Assunto: | Marketing Brand Cynicism Scale development Marca Valor da marca Comportamento do consumidor -- Consumer behavior Valor moral |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | We are living in an era of great cynicism. It is everywhere and brands aren’t immune. In fact, they may be more vulnerable to cynicism since their presence and value is completely dependent on how they are perceived by consumers. However, despite its growing relevance, this is a very under-researched phenomenon and many aspects remain unclear. Therefore, this paper attempts to conceptualize and measure Brand Cynicism through the development of a first scale that aims to be extremely valuable for managers who want to understand and manage such phenomena in their industries. Firstly, the relevant literature for the proposed theme is presented. Then, a qualitative exploratory analysis is performed in order to obtain the items that will belong to the future scale. Upon completion of this analysis, quantitative analysis takes place and the generated items are subjected to analysis. A two-dimension scale is identified: detachment and doubtfulness. Furthermore, the relationship of the scale with important variables is assessed: Consumer cynicism, Consumer Embarrassment, Consumer Rebellion and Brand Equity. The findings reveal that brand cynicism is positively influenced by Consumer embarrassment, Consumer Cynicism and consumer Rebellion but there is no statistical evidence that Erand Cynicism influences Brand Equity. This dissertation concludes with a brief discussion about the results, achievements and implications of the study, and suggestions for future research. |
|---|