O IMPACTO DA REPUTAÇÃO POR INOVAÇÃO NOS CONSUMIDORES
Palavras-chave:
Reputação por Inovação. Reputação. Inovação. Branding. GestãoResumo
Da mesma forma que as empresas estão atentas aos indicadores relacionadas com as vendas e com as quotas de mercado, existe também uma preocupação com a reputação da empresa. Atualmente, a reputação por inovação é algo que algumas empresas procuram desenvolver, acreditando que essa reputação terá um impacto positivo para a empresa. Este estudo procurou quantificar o impacto da perceção de inovação, num conjunto de percepções e interações do consumidor com a empresa. Os resultados empíricos demonstram que a perceção de inovação se relaciona fortemente com a propensão do cliente para fazer marketing de referência (word of mouth), relaciona-se de forma moderada com as emoções face à empresa e com a imagem positiva da empresa; e relaciona-se de forma fraca com a lealdade/retenção do consumidor. Apesar de expectável, a perceção de inovação não leva o consumidor a pagar preços mais elevados. O consumidor continua cauteloso em relação à escolha do ponto de venda e respetivos preços praticados.
Abstract
In the same way that companies are aware of sales and market shares, they are also concerned about their own reputation. Nowadays, reputation for innovation is something that some companies seek to develop, as they believe that will have a positive influence on the business. This study sought to measure the impact of the perception of innovation on a set of perceptions and interactions between the consumer and the company. The empirical data shows that the perception of innovation is strongly related to the client’s propensity to do word of mouth marketing; is mildly related to the emotions towards the company and the positive image of the company; and finally, is weakly related to consumer loyalty/retention. Although expected, the perception of innovation doesn’t lead customers to pay higher prices for products/services. The consumer remains cautious about the sales point and prices.
Keywords: Reputation for Innovation. Reputation. Innovation. Branding. Management. Correlation Analysis
Referências
Afzal, H., Khan, M. A., Rehman, K., Ali, I., e Wajahat, S. (2010). Consumer's Trust in the Brand: Can it Be Built Through Brand Reputation, Brand Competence and Brand Predictability. International Business Research, 3(1), 43.
Agostinho, P. F. L. (2013). Marketing de experiências: Comunicar Emoções e Sensações Através de Experiências de Consumo: Caso Biosotis. (Tese de Mestrado). Universidade de Coimbra, Portugal.
Allsop, D. T., Bassett, B. R., & Hoskins, J. A. (2007). Word-of-Mouth Research: Principles and Applications. Journal of advertising research, 47(4), 398-411.
Bradley, N. (2013). Marketing Research: Tools & Techniques. Oxford: Oxford University Press.
Chen, Y., e Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477-491.
Cohen, J.W. (1988). Statistical power analysis for the behavioral sciences. 2ed. Hillsdale, NJ: Lawrence Erlbaum Associates.
Correia, Pedro. (2012) O impacto do Sistema Integrado de Gestão e Avaliação do Desempenho da Administração Pública (SIADAP) na satisfação dos colaboradores – o caso dos serviços do Ministério da Justiça em Portugal. 2012. (Tese de Doutoramento). Universidade Técnica de Lisboa, Lisboa.
Fombrun, C. (2001), ‘Corporate reputations as economic assets’, in Michael A. Hitt, R. Edward Freeman and Jeffrey S. Harrison (eds), Handbook of Strategic Management, Oxford: Blackwell.
Fombrun, C. (2005). The leadership challenge: Building resilient corporate reputations. In Doh J. P., e Stumpft S.A., (Eds.), Handbook on Responsible Leadership and Governance in Global Business (pp. 54-68).
Fombrun, C. e Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
Fombrun, C. e Van Riel, C. (1997). The reputational landscape. Corporate reputation review, 1-16.
Grossman, S. J., e Stiglitz, J. E. (1980). On the impossibility of informationally efficient markets. The American economic review, 70(3), 393-408.
Henard, D. H., & Dacin, P. A. (2010). Reputation for product innovation: Its Impact on Consumers. Journal of Product Innovation Management, 27(3), 321-335.
Hulley, S. B., Cummings, S. R., Browner, W. S., Grady, D. G., & Newman, T. B. (2013). Designing Clinical Research: an Epidemiologic Approach. 4th ed. Philadelphia, PA: Lippincott Williams & Wilkins; 2013
Johannessen, J. A. (2009). A systemic approach to innovation: the interactive innovation model. Kybernetes, 38(1/2), 158-176.
Joyce, P. (2015). Strategic Management in the Public Sector. NY: Routledge.
Kotsemir, M. N., Abroskin, A., & Meissner, D. (2013). Innovation concepts and typology–an evolutionary discussion. Higher School of Economics Research Paper No. WP BRP, 5.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of marketing research, 234-245.
Michel, S. (2001). Analyzing Service Failures and Recoveries: a Process Approach. International Journal of Service Industry Management, 12(1), 20-33.
O'Sullivan, D., & Dooley, L. (2008). Applying Innovation. Thousand Oaks, CA: Sage Publications.
OECD/Eurostat. (2005). Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data, 3rd Edition, OECD Publishing, Paris. Disponível em: http://dx.doi.org/10.1787/9789264013100-en
Oliver, R. L., Rust, R. T., e Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.
Porta D., e Keating, M. (Eds.). (2008). Approaches and methodologies in the social sciences: A pluralist perspective. Cambridge, NY: Cambridge University Press.
Ram J., Cui B., Wu M.L. (2010). The Conceptual Dimensions of Innovation: A Literature Review. Actas da Conferência Internacional em Negócios e Informação, apresentada em Sapporo, Japão, 3-5 julho.
Sauerbronn, J. F. R., Ayrosa, E. A. T., & Barros, D. F. (2009). Bases sociais das emoções do consumidor: uma abordagem complementar sobre emoções e consumo. Cadernos EBAPE. BR, 7(1), 169-182.
Senge, P. (1990). The fifth discipline: The art and science of the learning organization. NY: Currency Doubleday.
Temporal, P. (2015). Branding for the Public Sector: Creating, Building and Managing Brands People Will Value. England: John Wiley & Sons.
Tidd, J., Bessant, J. R., & Pavitt, K. (2001). Managing Innovation: Integrating Technological, Market and Organizational Change. England: John Wiley & Sons.
