Seven Editora
##common.pageHeaderLogo.altText##
##common.pageHeaderLogo.altText##


Contacto

  • Seven Publicações Ltda CNPJ: 43.789.355/0001-14 Rua: Travessa Aristides Moleta, 290- São José dos Pinhais/PR CEP: 83045-090
  • Contacto principal
  • Nathan Albano Valente
  • (41) 9 8836-2677
  • editora@sevenevents.com.br
  • Contacto de soporte
  • contato@sevenevents.com.br

Brand experience: a study on the experiences that influence the decision of the consumer purchase of Conceiçoense - BA between 2019 and 2020 - case Tambaú

Jesus GS;
Brandão LC;
Campos KF

Gabriela dos Santos de Jesus

Lôise da Cruz Brandão

Kézia Ferreira Campos


Resumen

The Brand experience is a marketing strategy, arising from interactions between the customer and the brand that generate experiences, which directly influence their purchase decision. The brand, in its entirety, needs to be focused on its consumers to provide meaningful experiences.  Therefore, it is essential to understand consumer behavior, which undergoes constant transitions that end up making it more and more meticulous.  As a result, the present study is based on bibliographical research, followed by a case study with a quantitative approach, which aimed to identify the experiences that influence the purchasing decision of the conceptual consumer.  To obtain the data, questionnaires were applied using the theory of simple random sampling in two different periods, 2019 and 2020. The results claim that the experiences that positively influence the purchase decision are focused on traditional values such as quality and honesty, in addition to a culture focused on satisfying customer needs.

 

DOI:https://doi.org/10.56238/methofocusinterv1-044


Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.

Derechos de autor 2023 Gabriela dos Santos de Jesus , Lôise da Cruz Brandão , Kézia Ferreira Campos

##plugins.themes.gdThemes.article.Authors##

  • Gabriela dos Santos de Jesus
  • Lôise da Cruz Brandão
  • Kézia Ferreira Campos