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Publicação
Intenção de Compra em Marcas de Celebridades: O Efeito da Congruência Percebida: Os Papéis da Expectativa, Qualidade e Adoração pela celebridade
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| 1.42 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O crescimento de marcas fundadas por celebridades levanta novas questões sobre os fatores
que influenciam a intenção de compra dos consumidores. Este estudo investiga o papel da
congruência percebida entre a imagem da celebridade e a marca criada por ela, testando os
efeitos mediadores das expectativas do valor da marca e da qualidade percebida, e o efeito
moderador da adoração pela celebridade. Para tal, foi conduzido um experimento no qual os
participantes foram aleatoriamente expostos a publicações no Instagram que retratavam
cenários de alta ou baixa congruência entre a celebridade e a sua marca. Os resultados
revelam que a congruência tem um impacto positivo na intenção de compra, mediado pelas
expectativas do valor da marca, mas não pela qualidade percebida. A adoração pela
celebridade intensifica o efeito da congruência sobre as expectativas. Estes resultados
contribuem para a literatura sobre personal branding ao evidenciar a importância da
coerência simbólica e do envolvimento emocional na eficácia das marcas de celebridades.
Oferece implicações práticas para estratégias de posicionamento autêntico.
The growing trend of celebrity self-brands raises new questions about the factors influencing consumers’ purchase intentions. This study investigates the role of perceived congruence between a celebrity’s image and their own brand, testing the mediating effects of brand expected value and perceived quality as well as the moderating role of celebrity worship. An experiment was conducted in which participants were randomly exposed to Instagram posts portraying either high or low congruence between the celebrity and the brand. The results show that perceived congruence positively affects purchase intention, with this effect being mediated by brand expected value but not by perceived quality. Celebrity worship amplifies the effect of congruence on brand expectations. These findings contribute to the personal branding literature by highlighting the importance of symbolic coherence and emotional connection in the effectiveness of celebrity-owned brands. Offers practical implications for building authentic and strategically aligned brand narratives.
The growing trend of celebrity self-brands raises new questions about the factors influencing consumers’ purchase intentions. This study investigates the role of perceived congruence between a celebrity’s image and their own brand, testing the mediating effects of brand expected value and perceived quality as well as the moderating role of celebrity worship. An experiment was conducted in which participants were randomly exposed to Instagram posts portraying either high or low congruence between the celebrity and the brand. The results show that perceived congruence positively affects purchase intention, with this effect being mediated by brand expected value but not by perceived quality. Celebrity worship amplifies the effect of congruence on brand expectations. These findings contribute to the personal branding literature by highlighting the importance of symbolic coherence and emotional connection in the effectiveness of celebrity-owned brands. Offers practical implications for building authentic and strategically aligned brand narratives.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Marcas Fundadas por Celebridades Congruência Percebida Intenção de Compra Expectativas do Valor da Marca Qualidade Percebida Adoração pela Celebridade SDG 8 - Trabalho decente e crescimento economico SDG 12 - Consumo e produção responsáveis Celebrity Self-Brands Perceived Congruence Purchase Intention Brand Expected Value Perceived Quality Celebrity Worship