Abstract
In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed
Original language | English |
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Number of pages | 16 |
State | Published - 2019 |
Event | XLIII Encontro da ANPAD - Universidade Mackenzie - São Paulo, São Paulo, Brazil Duration: 2 Oct 2019 → 5 Oct 2019 Conference number: XLIII https://doi.org/10.21714/2177-2576EnANPAD2019 |
Conference
Conference | XLIII Encontro da ANPAD |
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Country/Territory | Brazil |
City | São Paulo |
Period | 2/10/19 → 5/10/19 |
Internet address |