Português Português

Authors

  • Português Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil)
  • Português Português
  • Português Português Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil).
  • Português Português

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623

Keywords:

Português

Abstract

Objetivo: O objetivo deste estudo é determinar de que maneira o empoderamento do consumidor, aproximado pelo Capital Social, é influenciado pela função de ajuste social das atitudes e congruência da marca com o Self em consumidores com senso de distância ao poder.

Método: Foi realizado um survey com dados analisados por meio de Modelagem de Equações Estruturais, com análise de mediação por meio do teste de Sobel, complementado por uma análise de classes latentes, para detalhar os perfis de empoderamento do consumidor no estudo.

Resultados: Os resultados indicaram que consumidores com distância ao poder podem se sentir empoderados quando as marcas se integram a sua identidade condicionados a função de ajuste social das atitudes. Entretanto, isto é menos premente para consumidores menos empoderados.

Conclusões: Este estudo contribui teoricamente para a literatura de empoderamento do consumidor, particularmente de consumidores vulneráveis, ausentes do consumo, como aqueles representados por um traço de distância ao poder, se propondo um modelo teórico para esta integração.

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Author Biographies

Português, Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil)

Doutoranda em Administração pela Escola Superior de Propaganda e Marketing - ESPM, , São Paulo, (Brasil).

Português, Português

Pós-doutor em Marketing Internacional pela Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil). É Professor e Pesquisador do Programa de Pós-graduação em Gestão de Projetos (PPGP) Stricto Sensu da Universidade Nove de Julho - Uninove, São Paulo. Doutor em Administração e Mestre em Administração pela Universidade Nove de Julho - Uninove.

Português Português, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil).

Doutor em Física Nuclear pela Universidade de São Paulo - USP, São Paulo, (Brasil). especializado em computação, cálculo numérico e sistemas complexos. Possui especialização em Gestão de Negócios pelo Instituto Tecnológico da Aeronáutica - ITA, São Paulo, e pela Escola Superior de Propaganda e Marketing -ESPM, São Paulo. Coordenador do Programa de Mestrado e Doutorado em Administração da ESPM (PPGA/ESPM). Coordenador Acadêmico de Parcerias e Pesquisa dos cursos de Pós-Graduação Lato Sensu da ESPM. Professor do Departamento de Administração da Produção e de Operações da Escola de Administração de São Paulo da Fundação Getúlio Vargas (FGV-EAESP).

Português, Português

Doutora em Administração de Empresas pela Fundação Getúlio Vargas - FGV, São Paulo, (Brasil). Estágio Senior (pós doutorado) pela Wirtschaftsuniversität Wien. Participou do Programme of International Management na London Business School. Professora titular da Escola Superior de Propaganda e Marketing - ESPM, São Paulo.

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Published

2022-02-27

How to Cite

Cucato, J., Bizarrias, F., Figueiredo, J., & Strehlau, V. (2022). Português Português. Future Studies Research Journal: Trends and Strategies, 14(1), e0623. https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623

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Artigos / Articles