MOVING URBAN FASHION: THE INFLUENCE OF VALUE CREATION ON LOYALTY AND PURCHASE INTENTION IN THE STREETWEAR MARKET / MOVIMENTANDO A MODA URBANA: A INFLUÊNCIA DA CRIAÇÃO DE VALOR NA LEALDADE E INTENÇÃO DE COMPRA NO MERCADO STREETWEAR
Abstract
This study aims to analyze the influence of perceived value on loyalty and purchase intention within the streetwear apparel market. To achieve this objective, research was conducted in two stages. In the first stage, a survey was conducted to list the most well-known streetwear brands according to the target audience of the study. In the second stage, a questionnaire was administered to analyze the relationship between perceived value, loyalty, and consumer purchase intention. The responses were analyzed using descriptive statistics, correlation analysis, and multiple linear regressions. In the first stage, it was found that Nike SB, Vans, and HIGH Company are the most recalled brands by the sample with a profile similar to those who responded to the questionnaire on perceived value, loyalty, and purchase intention. The second stage revealed that the level of loyalty increases by 0.65 points for each level increase in perceived value, with other variables held constant, when combining the three brands. Differences in results were noted among the brands. For example, in the case of HIGH, an increase in perceived value corresponds to an increase of 0.87 points in loyalty. The results indicated that the constructs analyzed could lead to greater and more frequent sales for clothing brands that effectively work on value creation for their product consumers. These findings can be used by brands as a means to achieve competitive advantage, for example, by understanding that taking actions to increase the perceived value of their products and services can lead to an increase in customer loyalty and purchase intention.
O objetivo deste trabalho é analisar a influência da percepção de valor na lealdade e na intenção de compra dentro do mercado de vestuários streetwear. Para atingir tal objetivo, foi realizada uma pequisa em duas etapas. Na primeira foi realizado um levantamento para elencar as marcas de streetwear mais conhecidas pelo público-alvo da pesquisa, e para a segunda etapa foi aplicado um questionário a fim de analisar a relação entre percepção de valor, lealdade e intenção de compra dos consumidores. As respostas foram analisadas por meio de estatística descritiva, análise de correlação e regressões lineares múltiplas. Na primeira etapa, elencou-se que as marcas Nike SB, Vans e HIGH Company são as mais lembradas pela amostra com perfil semelhante à que respondeu o questionário sobre percepção de valor, lealdade e intenção de compra. A segunda etapa revelou que o nível de lealdade aumenta em 0,65 pontos a cada aumento de nível de percepção de valor, mantendo os demais valores constantes, quando mescladas as três marcas. Notou-se diferenças nos resultados entre as marcas. Por exemplo, na HIGH um aumento na percepção de valor equivale a mais 0,87 pontos de lealdade. Os resultados indicaram que os constructos analisados podem gerar maiores e mais frequentes vendas às marcas de roupas que saibam trabalhar acerca da criação de valor aos consumidores de seus produtos. Esses achados podem ser usados pelas marcas como meio para se atingir vantagem competitiva, por exemplo ao compreender que realizar ações para aumentar o valor percebido de seus produtos e serviços podem levar ao aumento da lealdade e intenção de compra dos clientes.
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DOI: http://dx.doi.org/10.46827/ejmms.v9i3.1884
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