Test and validity of the Brand Resonance Model’s

Luiz Rodrigo Cunha Moura, Paulo Roberto Ferreira, Alessandra Duarte de Oliveira, Nina Rosa da Silveira Cunha

Resumo


This study has the purpose to test and validate the Brand Resonance Model which is represented by a pyramid that contains cause and effect relationships between the constructs related to the brand (salience, image, performance, feeling, judgment and resonance), whose ultimate goal is to represent brand equity. Part of the research was carried out by a survey applied to hotel guests, at the end obtaining 302 questionnaires. Procedures were performed for data treatment, the constructs unidimensionality and reliability, convergent validity, discriminant validity and nomological validity. The results indicate that the Brand Resonance Model has nomological validity, since all the theoretical relations between the constructs were statistically significant. In terms of outcome the rational path - formed by performance and judgment - has a greater impact on brand resonance than the emotional path - image and feeling. The R2 of brands’ resonance, the value obtained was 83%.


Palavras-chave


Brand Resonance; Brand Resonance Pyramid; Brand Equity; Brand management; Validation and Testing of a Model.

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DOI: https://doi.org/10.20397/2177-6652/2019.v19i1.1466

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