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Doctoral Thesis
DOI
10.11606/T.12.2018.tde-13062018-111554
Document
Author
Full name
Eder Polizei
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2018
Supervisor
Committee
Mazzon, Jose Afonso (President)
Altheman, Edman
Crescitelli, Edson
Isabella, Giuliana
Toledo, Geraldo Luciano
Title in Portuguese
Antecedentes e consequentes do comportamento de participantes de comunidades da marca Harley-Davidson.
Keywords in Portuguese
Administração de marketing
Comportamento do consumidor
Marketing de relacionamento
Marketing estratégico
Abstract in Portuguese
Encontramos no Brasil uma precisa descrição etnográfica do significado experiencial em possuir uma motocicleta Harley-Davidson em que os consumidores tendem a emular e apreciar a imagem rebelde ao se relacionar com a motocicleta e a marca. As comunidades da referida marca amplificam essa sensação por meio da sociabilidade entre seus membros, que compartilham similares valores, atitudes e comportamentos inerentes ao significado da marca, e em muitos casos, essa forma de organização social e o comportamento são apresentados como diferentes ou opostos à organização social e comportamentos do cotidiano desses mesmos indivíduos. O presente trabalho propõe um framework teórico que confirma a hierarquia dos constructos da marca Harley-Davidson a partir do constructo "Entusiasta" pela marca Harley-Davidson, para logo em seguida ao constructo "Orgulhoso" para finalmente concluir com o constructo "Evangélico" (mediada pelo constructo "Prazer Tribal") da marca Harley-Davidson com a moderação negativa do "Nível Educacional" dos respondentes. Foram encontrados claros indícios que corroboram com a tese de que existem significantes quantidades de proprietários das motocicletas Harley-Davidson com tendências de serem consumidores evangélicos da marca, apesar de relevantes reservas quanto a atendimento e serviço em pós-venda, qualidade e modernidade do produto, desempenho e o preço de peças. No entanto, todos esses fatores são esquecidos quando avaliamos a relação com a marca, lealdade e, principalmente, quando aferimos que os índices dos atributos comportamentais da marca avaliados pelos indivíduos são sempre significantemente superiores quando comparados aos mesmos índices comportamentais em relação a eles próprios. O presente estudo sugere que possuir uma motocicleta Harley-Davidson, para muitos brasileiros, é uma espécie de "rito de passagem" para um mundo onde sua opinião e afirmação podem ser validades pela simples aquisição da marca.
Title in English
Antecedents and consequent of participants' behavior of Harley-Davidson brand communities.
Keywords in English
Consumer behavior
Customer relationship marketing
Marketing management
Marketing strategy
Abstract in English
We find in Brazil a precise ethnographic description of the experiential meaning of owning a Harley-Davidson motorcycle in which consumers tend to emulate and appreciate the rebellious image when relating to the motorcycle and the brand. Harley-Davidson brand communities amplify this feeling through sociability among their members, who share similar values, attitudes, and behaviors inherent in the meaning of the brand, and in many cases, this form of social organization and behavior are presented as radically different or opposites to the social organization and behaviors of the daily life of these same individuals. Our work proposes a theoretical framework that confirms the hierarchy of the Harley-Davidson brand constructs from the "Enthusiast" by the Harley-Davidson brand, soon after to the construct "Proud" to finally conclude with the "Evangelical" construct (mediated through the construct "Tribal Pleasure") with the negative moderation of the "Educational Level" of the respondents. We find clear evidence corroborating with the thesis that there are significant amounts of individuals owning Harley-Davidson motorcycles with acute tendencies to be evangelical consumers of the brand, despite significant reservations about after-sales service, quality and modernity of the product, performance and the price of parts. However, all these factors are neglected when assessing the relationship with the brand, loyalty and especially when we realize that the indices of the behavioral attributes of the brand evaluated by individuals are always significantly higher when compared to the same behavioral indices in relation to themselves. In other words, the study suggests that owning a Harley-Davidson motorcycle for many Brazilians is a kind of "rite of passage" for a world where your opinion and assertion may be valid by simply purchasing the brand.
 
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CorrigidoEder.pdf (4.03 Mbytes)
Publishing Date
2018-06-20
 
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