1. Responsabilidade Social Corporativa |
Adaptada de Lichtenstein, Drumwright, e Braig (2004)Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits.Journal of Marketing,68(4), 16-32.
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3. Familiaridade com a Marca |
Adaptada de Dawar (1996)Dawar, N. (1996). Extensions of broad brands: The role of retrieval in evaluations of fit.Journal of Consumer Psychology, 5(2), 189-207. doi: 10.1207/s15327663jcp0502_05 https://doi.org/10.1207/s15327663jcp0502...
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4. Comunicação Não Empresarial |
Adaptada de Villarejo-Ramos e Sánchez-Franco (2005)Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity.Journal of Brand Management,12(6), 431-444. doi: 10.1057/palgrave.bm.2540238 https://doi.org/10.1057/palgrave.bm.2540...
; Bambauer-Sachse e Mangold (2011)Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication.Journal of Retailing and Consumer Services,18(1), 38-45. doi: 10.1016/j.jretconser.2010.09.003 https://doi.org/10.1016/j.jretconser.201...
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5. Segurança |
Adaptada de Flavián, Torres, e Guinalíu (2004)Flavián, C., Torres, E., & Guinalíu, M. (2004). Corporate image measurement: A further problem for the tangibilization of Internet banking services. International Journal of Bank Marketing,22(5), 366-384. doi: 10.1108/02652320410549665 https://doi.org/10.1108/0265232041054966...
; Ming-Chi Lee (2008) |
6. Imagem Corporativa |
Adaptada de Evans (1979)Evans, R. (1979). Bank selection: It all depends on the situation.Journal of Bank Research, 9(Winter), 242-245.; LeBlanc e Nguyen (1996)LeBlanc, G., & Nguyen, N. (1996). Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions.International Journal of Service Industry Management, 7(2), 44-56. doi: 10.1108/09564239610113460 https://doi.org/10.1108/0956423961011346...
; O'Cass e Grace (2004)O’Cass, A., & Grace, D. (2004). Exploring consumer experiences with a service brand. Journal of Product & Brand Management,13(4), 257-268. doi: 10.1108/10610420410546961 https://doi.org/10.1108/1061042041054696...
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7. Atitude de Marca |
Adaptada de Ruth e Simonin (2003)Ruth, J., & Simonin, B. (2003). “Brought to you by brand A and brand B”: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.; Lafferty e Goldsmith (2005)Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429. doi: 10.1016/j.jbusres.2003.07.001 https://doi.org/10.1016/j.jbusres.2003.0...
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8. Intenção de Uso |
Adaptada de O'Cass e Grace (2003)O’Cass, A., & Grace, D. (2003). An exploratory perspective of service brand associations. Journal of Services Marketing, 17(5), 452-475. doi: 10.1108/08876040310486267 https://doi.org/10.1108/0887604031048626...
; Lafferty (2007)Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research,60(5), 447-453. doi: 10.1016/j.jbusres.2006.09.030 https://doi.org/10.1016/j.jbusres.2006.0...
; Shukla, Sharma e Swami (2010)Shukla, A., Sharma, N. K., & Swami, S. (2010). Website characteristics, user characteristics and purchase intention: Mediating role of website satisfaction.International Journal of Internet Marketing and Advertising ,6(2), 142-167. doi: 10.1504/IJIMA.2010.032479 https://doi.org/10.1504/IJIMA.2010.03247...
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