Resumen
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
Idioma original | Inglés |
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Número de páginas | 16 |
Estado | Publicada - 2019 |
Evento | XLIII Encontro da ANPAD - Universidade Mackenzie, São Paulo, Brasil Duración: 2 oct. 2019 → 5 oct. 2019 Número de conferencia: XLIII http://www.anpad.org.br/eventos.php?cod_evento=1&cod_evento_edicao=96 |
Otros
Otros | XLIII Encontro da ANPAD |
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Título abreviado | EnANPAD 2019 |
País/Territorio | Brasil |
Ciudad | São Paulo |
Período | 2/10/19 → 5/10/19 |
Dirección de internet |
Palabras clave
- Customer Inspiration
- Electronic Devices