O impacto da consciência da marca, da credibilidade da marca, da inovação percebida e da qualidade percebida na intenção de compra de automóveis SUVs

Abstract

Knows who is the customer, what the customer thinks and how the customer reacts to the stimuli present at the time of purchase is fundamental for the marketing area. The first antecedent to investigate is brand awareness, which indicates the ability of customers to identify a brand. The brand credibility’s the signals that reduction uncertainty with the product. Another construct is the perceived innovation that supports the competitive advantages of the product. The fourth construct is the perceived quality that allows a detailed comparison between the brands. Thus, this study aimed to verify the impact of brand awareness, brand credibility, perceived innovation and the purchase intention on SUV cars. Thus, it was understood that the best way would be to develop a quantitative research with the application of a survey with the testing of a Theoretical Model that explored and contemplated the relationships between the constructs with their respective hypotheses. Nevertheless, this research is non-probabilistic for convenience, this way, this research was composed of 237 valid cases and included customers with the intention of buying SUVs. The analysis of the results occurred through multivariate statistics, using the Structural Equation Modeling approach. The outstanding contributions are the proof that the brand awareness positively influences the perceived quality, the perceived innovation, the purchase intention and also the brand credibility; as well as the brand credibility directly impacts the perceived quality; as well as, the perceived innovation is configured as a determinant of the perceived quality; however, the relationship of the perceived innovation did not positively impact the purchase intention in a relational context. This result demonstrates the relevance of effectively understanding the importance of adopting strategies that improve the purchase intention, being essential that these companies know the process by which the customer goes through to complete the purchase.