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Ms. Graziela Azevedo
Universidade de Brasília - UnB

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0 Marketing
0 bussiness analytics
0 Marketing and strategy
0 Marketing and Marketing Management

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Bachelor's degree in Business Administration at University of Brasília - Brazil.

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Journal article
Published: 18 May 2021 in Sustainability
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Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.

ACS Style

Gisela Demo; Karla Coura; Fernanda Scussel; Graziela Azevedo. How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale. Sustainability 2021, 13, 5635 .

AMA Style

Gisela Demo, Karla Coura, Fernanda Scussel, Graziela Azevedo. How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale. Sustainability. 2021; 13 (10):5635.

Chicago/Turabian Style

Gisela Demo; Karla Coura; Fernanda Scussel; Graziela Azevedo. 2021. "How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale." Sustainability 13, no. 10: 5635.