Palavras-chave
Valor da marca.
Apadrinhamento do cliente.
Inspiração social.
Arábia Saudita.
Como Citar
Resumo
A investigação do presente estudo inclui efeitos de validade da marca no valor da marca e no patrocínio ao cliente, através da mediação do valor da marca à inspiração social. O estudo então tomou uma investigação empírica onde duzentos e oitenta e cinco (285) respostas válidas foram medidas. Foram utilizadas diferentes fontes para coletar dados, tais como canal físico e foram coletados aleatoriamente os respondentes, também foi criado um link online para coleta de dados e divulgá-lo nas mídias sociais. Como o estudo foi realizado principalmente na Arábia Saudita, portanto, tanto os idiomas inglês quanto árabe foram usados para a conveniência dos entrevistados. O total de construções contadas foi de quatro, e cinco hipóteses foram desenvolvidas. Para medir os itens de construção, foi utilizado o Pacote Estatístico para Ciências Sociais. Os resultados do estudo mostram as relações significativas entre as construções consideradas. Por exemplo, a validade da marca tem impacto positivo no valor da marca e no patrocínio ao cliente, o valor da marca tem impacto positivo no patrocínio ao cliente, o valor da marca tem impacto positivo na inspiração social, e a inspiração social tem impacto positivo no patrocínio ao cliente.
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