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Copyright of Journal of Management Analysis / Revista Gestão em Análise is the property of Revista Gestao em Analise and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Journal of Management / Revista de Administração da UFSM is the property of Brazilian Journal of Management / Revista de Administracao da UFSM and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Gestão & Tecnologia is the property of Revista Gestao & Tecnologia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Este artigo avalia as relações entre os elementos do marketing mix e a criação de brand equity, com quadro conceitual definido com base no estado da arte da literatura de marketing. O estudo é baseado nas percepções individuais de 603 compradores que tiveram experiência no contexto de um top of mind assistido de seis marcas de fabricantes de alimentos versus a marca própria de um supermercado de Fortaleza (CE). Os resultados dos testes das hipóteses, com a aplicação da modelagem de equações estruturais, evidenciam que os elementos do marketing mix relacionam-se de maneira diferenciada com as dimensões que antecedem o brand equity e que as dimensões qualidade percebida e associações as marcas são similares na formação do brand equity das marcas de alimentos dos fabricantes e do supermercado. [ABSTRACT FROM AUTHOR]

This article evaluates the relationships between the elements of the marketing mix and the creation of brand equity (BE), following a seminal conceptual framework in the marketing literature. The study is based on individual perceptions of 571 selected customers. These perceptions were collected in the context of an orientated top of mind comprising eight brands stores in Fortaleza. The results of the hypotheses tests, with the application of structural equation modeling, show that the elements of the marketing mix relate differently to the dimensions prior to the BE and that only the loyalty dimension is significant in the formation of stores brands. [ABSTRACT FROM AUTHOR]

With the transformation of the market into a provider of relevant symbolic resources, individuals like to demonstrate consumer goods that reflect their values and shared lifestyles. Thus, the aim of this study is to define identity profiles of craft beer enthusiasts based on their consumption practices. Using exploratory qualitative research, 55 consumers were interviewed and observations were made in the city of Fortaleza, Ceará, Brazil. The results present five consumer identity profiles in the culture of the craft beer consumer: Beginner, Adventurer, Beer Evangelist, Expert, and Beer Snob. The research enriches the studies inherent in consumer culture by presenting identity profiles based on consumption habits, and what is more, the research also makes a contribution by presenting the segmentation methodology in which the suggested identities can serve as a mechanism for industry organizations in the search for relationship strategies with the target audience. [ABSTRACT FROM AUTHOR]