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Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective

Author

Listed:
  • Diana Rodrigues

    (Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal)

  • Bruno Sousa

    (Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal
    CiTUR Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal)

  • Sofia Gomes

    (REMIT—Research on Economics, Management and Information Technologies, University Portucalense, 4200-072 Porto, Portugal)

  • José Oliveira

    (REMIT—Research on Economics, Management and Information Technologies, University Portucalense, 4200-072 Porto, Portugal)

  • Eunice Lopes

    (CiTUR Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2411-901 Leiria, Portugal
    TECHN&ART, Polytechnic Institute of Tomar (IPT), Estrada da Serra, 2300-313 Tomar, Portugal)

Abstract

Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the energy transition, they have to reinvent themselves, retaining a focus on offering a unique and personalized experience for the consumer without forgetting the factors that influence the decision-making process. Therefore, current research aims to understand the relationship between brand love and other behavioral constructs, including brand attachment, brand satisfaction, brand loyalty, and positive word of mouth, as well as its influence on consumer behavior in the Portuguese automotive market, more specifically regarding the brands Audi, BMW, and Mercedes-Benz. Based on the literature review, a questionnaire survey was conducted on a group of 324 respondents. From this sample, it was possible to develop a conceptual model and formulate six research hypotheses. The results reveal that brand attachment and satisfaction have a positive influence on brand love, which has a positive influence on brand loyalty and positive word of mouth. In addition, brand attachment is positively related to brand loyalty, which has a positive impact on loyalty. Therefore, this article presents some insights from the perspective of digital marketing (i.e., e-WOM and social networks) and territory management (i.e., notoriety and positioning of territories). In the end, the limitations of the study will be presented, and guidelines for future research will be outlined.

Suggested Citation

  • Diana Rodrigues & Bruno Sousa & Sofia Gomes & José Oliveira & Eunice Lopes, 2023. "Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective," Administrative Sciences, MDPI, vol. 13(2), pages 1-13, January.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:2:p:36-:d:1049885
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    References listed on IDEAS

    as
    1. Pinaki Roy & Kapil Khandeparkar & Manoj Motiani, 2016. "A lovable personality: The effect of brand personality on brand love," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 97-113, September.
    2. Mansur Khamitov & Xin (Shane) Wang & Matthew Thomson & Vicki G MorwitzEditor & J Jeffrey InmanEditor & JoAndrea Hoegg, 2019. "How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 435-459.
    3. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    4. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    5. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
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