What is it about?
The purpose of this paper was the development of a valid measure of judgment and meaning of products for Brazilian consumers. It consisted of a two-stage study including both qualitative and quantitative approaches.
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Why is it important?
Results suggest that the items performed considerably better when compared to the previous version, indicating their potential of usage not only in Brazil, but also in other countries.
Perspectives
Two factors are related to judgment types (piecemeal and affective), while the other two are related to meaning types (utilitarian and symbolic). Additional results, as expected, showed that product's utilitarian meaning is positively correlated to a piecemeal judgment, whereas symbolic meaning is positively related to affective judgment. Managerial implications for marketing, and future research directions are proposed.
Dr Solange Alfinito
Universidade de Brasilia
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This page is a summary of: AVANÇOS NO DESENVOLVIMENTO DA ESCALA DE JULGAMENTO E SIGNIFICADO DO PRODUTO PARA O BRASIL DOI: 10.5585/remark.v11i2.2279, ReMark - Revista Brasileira de Marketing, September 2012, University Nove de Julho,
DOI: 10.5585/remark.v11i2.2279.
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