Banca de DEFESA: ANDERSON LEONARDO DE CASTRO SEABRA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : ANDERSON LEONARDO DE CASTRO SEABRA
DATE: 16/12/2022
TIME: 14:00
LOCAL: https://meet.google.com/uds-npjg-vpy
TITLE:

THE SOURCES OF AN AIRPORT’S BRAND EQUITY: A Customer-Based Brand Equity (CBBE) model for airports based on the passengers experience.

KEY WORDS:

Airports; Branding; Customer-Based Brand Equity; Service Brands: Passenger Experience

PAGES: 165
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

The valuation of a brand, based on the concept of Brand Equity, can be seen as a performance indicator, a source of competitive advantage or a component of business success. The initial step to assess brand equity from a consumer perspective (CBBE) is knowing its drivers. The objective of this research is to propose an adequate model for assessing the brand equity of airports based on the  the experience of the passengers (consumers) with their services. It seeks to identify the sources of brand equity, then  to understand which attributes of the airport experience influence Brand Equity and its dimensions. The methodology used combines quantitative and qualitative techniques. Data were collected in a single step through the survey method, through the application of a self-completed electronic form intended for individuals who traveled through the terminals of Guarulhos International Airport, totalizing 456 cases. The proposed conceptual model and the research instrument were built based on the authors from whom the theoretical contribution was obtained, the main references being: Yoo et al. (2000), Aaker (1991; 1996), Keller (1993), for Brand Equity dimensions, Berry (2000) and Saaker et al. (2020), on the premises of service brands; Castro et al. (2015), Tse (2009), ANAC (2016) and ACI (2019) the attributes of airports. Tests and analyzes were performed with the help of IBM SPSS 22 and IBM SPSS Amos software, which: Descriptive Statistical Analysis, Exploratory Factor Analysis (AFE), Structural Equation Modeling (SEM), Confirmatory Factor Analysis, Divergent Validity Test (AVE) and Construct Validity Test (CR). As a result, 3 possible models were presented with 5 CBBE dimensions for airports that best fit the assumptions, confirming their measurement capabilities through the explained variance: Direct Service Experience (DSE), Perceived Quality, Loyalty, Awareness, which form the value overall brand, the Brand Equity. It was observed that the Direct Service Experience (DSE) influences the dimensions Perceived Quality and Loyalty. Loyalty is a central component in the model, playing a moderating role in the relationship between all dimensions and Brand Equity. The relevance of Perceived Quality as dimension was also evident due to its great weight in the model. In addition, the elements of the airport experience that influence the dimensions that impact the overall brand equity were identified, with emphasis on attributes related to physical infrastructure and architectural project, as well as the commercial airport offe (retailing, food services etc.,). It is concluded that the perception of the airport brand is related to the quality of the experience in its service environment. This thesis contributes both to the literature, by providing an understanding of the CBBE for airport brands, and to the pragmatic field, by providing knowledge and subsidies for a series of decisions related to brand management in this context. For future research, it is indicated that other antecedents and/or other dimensions of brand equity are tested. Furthermore, it is recommended to repeat the model to test its variables and dimensions in other airports.

COMMITTEE MEMBERS:
Externa à Instituição - CAMILA CRISTINA RODRIGUES SALGADO - UFPB
Externa à Instituição - ELIZETE DE AZEVEDO KREUTZ
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE - nullInterno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE
Interno - 1160199 - SERGIO MARQUES JUNIOR