Antecedentes da lealdade à marca: um estudo no contexto de uma marca de fast food

Abstract

The relationship between consumers and brands has received increasing prominence in the literature and organizational practices recently, as their importance for obtaining competitive advantages has been observed. Linked to this, maintaining brand loyalty has become relevant to organizations success, increasing the companies concern in understanding on what drives consumers in maintaining the relationship with a particular brand. Thus, this study aimed to analyze the impact of brand experience, customer satisfaction, brand attitude, and brand trust on brand loyalty in a fast food restaurant (segment-leading brand) by consumers. For this, a quantitative research was conducted with a survey application. The sample, selected through non-probabilistic convenience sampling, consisted of 291 valid cases and included fast food brand consumers under study. Results were analyzed using multivariate statistics using the Structural Equation Modeling approach. As result, can be observed the confirmation of the six hypotheses tested and find that the studied antecedents of brand loyalty (brand experience, customer satisfaction, brand attitude and brand trust) account for over 70% consumer loyalty to this fast food brand. This result highlights the relevance of new studies on the relationship between these constructs for the marketing area and, managerially, the necessity for actions that lead customers to develop loyalty, by that the organization reaches a prominent position in the market.