Cover Image

How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale

Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence fo...

Full description

Main Authors: Demo, Gisela, Coura, Karla, Scussel, Fernanda Bueno Cardoso, Azevedo, Graziela
Format: Artigo
Language: Inglês
Published: MDPI 2021
Subjects:
Cliente - relacionamento
Marketing de relacionamento
Branding
Online Access: https://repositorio.unb.br/handle/10482/41525
https://doi.org/10.3390/su13105635
https://orcid.org/0000-0003-1864-0471
https://orcid.org/0000-0002-7302-0403
Tags: Add Tag
No Tags, Be the first to tag this record!
id ir-10482-41525
recordtype dspace
spelling ir-10482-415252021-07-29T13:55:12Z How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale Demo, Gisela Coura, Karla Scussel, Fernanda Bueno Cardoso Azevedo, Graziela Cliente - relacionamento Marketing de relacionamento Branding Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them. 2021-07-29T01:57:56Z 2021-07-29T01:57:56Z 2021 Artigo DEMO, Gisela et al. How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale. Sustainability, v. 13, n. 10, 5635, 2021. DOI: https://doi.org/10.3390/su13105635. Disponível em: https://www.mdpi.com/2071-1050/13/10/5635. Acesso em: 26 jul. 2021. https://repositorio.unb.br/handle/10482/41525 https://doi.org/10.3390/su13105635 https://orcid.org/0000-0003-1864-0471 https://orcid.org/0000-0002-7302-0403 Inglês Acesso Aberto Copyright: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). application/pdf MDPI
institution REPOSITORIO UNB
collection REPOSITORIO UNB
language Inglês
topic Cliente - relacionamento
Marketing de relacionamento
Branding
spellingShingle Cliente - relacionamento
Marketing de relacionamento
Branding
Demo, Gisela
Coura, Karla
Scussel, Fernanda Bueno Cardoso
Azevedo, Graziela
How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
description Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.
format Artigo
author Demo, Gisela
Coura, Karla
Scussel, Fernanda Bueno Cardoso
Azevedo, Graziela
author_sort Demo, Gisela
title How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
title_short How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
title_full How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
title_fullStr How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
title_full_unstemmed How do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
title_sort how do brazilian consumers relate to chocolate brands? validity and reliability evidence of the chocolate brands relationship scale
publisher MDPI
publishDate 2021
url https://repositorio.unb.br/handle/10482/41525
https://doi.org/10.3390/su13105635
https://orcid.org/0000-0003-1864-0471
https://orcid.org/0000-0002-7302-0403
_version_ 1710449470328537088
score 13.657419

Similar Items