Eu amo te amar: uma análise com consumidores da região de fronteira BRA-UY em relação ao amor à marca Coca-Cola

Abstract

With the changes in the market a consumer emerges who looks for experiences that stimulate cognitive reactions and feelings previously not observed by the brands. While consumer behavior is understood and the expectations of individuals are met the brand-consumer relationship results in countless benefits. Studies note that relationships tend to be enduring as consumers connect to brand identity and this connection suggests the unfolding of feelings that strengthen the brand-consumer relationship as stated in several studies may lead to a love for a particular brand. In this sense the general objective of this study is to identify the relationship between the love of the Coca-Cola brand and the trust global brand perception engagement uniqueness and superiority constructs from the perspective of Brazilian and Uruguayan consumers. For the development of the research the applied methodology was of the type Survey of quantitative character. A questionnaire in Portuguese was used as a data collection instrument for the city of Sant'Ana do Livramento (Brazil) and Spanish for Rivera (Uruguay) from June to October 2018. The results showed a perception of consumer neutrality towards brand love and the other constructs analyzed in this study and as support the means of the respondents' responses was observed in one of the questions of the instrument of data collection in relation to the consumption of soft drinks and the harmfulness to health that approximately 80% of consumers consider products harmful to health in this sense since from the awareness that the consumption of soda is harmful the consumer tends to have parsimony to answer questions related to the love of the brand and others constructs. In addition, the analysis carried out in this research presents as one of its theoretical contributions the understanding of favoritism and success of one brand versus others in the market this through the feeling of love. However, this feeling perceived as neutral in this study reinforces the understanding of improvement in the measurement scale being able to come to a deep understanding of the perceptions and feelings that consumers have with the Coca-Cola brand as well as in other studies where it was possible to verify this consumer sentiment of smartphone brands travel clothing among others.