Credibilidade empresarial : conceitos, dimensões e metodologias de pesquisa

Abstract

This study sought to analyze and systematize the research of corporate credibility, emphasizing the concepts, dimensions and methodologies inside ourselves. Studies that specifically include the corporate credibility are related to the area of marketing and associate the term of the perceived honesty and competence of a company in its relationship with the market, from the perspective of a specific audience, considering, mainly, their influence on consumer attitude. The research, theoretical, took advantage of international studies developed by LaBarbera (1982), Newell (1993), Newell and Goldsmith (2001), Mackenzie and Lutz (1989) and Goldberg and Hartwick (1990), Lafferty and Goldsmith (1999), Goldsmith, Lafferty and Newell (2000a), Goldsmith, Lafferty and Newell (2000b), Haley (1996) and Maathuis, Rodenburg and Sikkel (2004). The survey results indicate that: 1) The corporate credibility has a great influence both in its attitude toward the brand, as in purchase intent. It is noteworthy that the variable assumes different degrees of importance varying according to gender, involvement with the product, product category and socioeconomic status, 2) The factors of gain and loss of credibility will vary depending on the context in which each company is located. It is emphasized that companies with perceived credibility are positively assessed by cognitive factors and companies with perceived low credibility are assessed by affective factors, and 3) The consumer uses as a criterion for evaluating the company's credibility perception of the organization, the perception of the issues involving the organization and perception of itself. For studies that seek to evaluate the credibility of the business relationship with the various factors influencing consumer behavior, already recognized in the literature, it is suggested to conduct quantitative studies, using the scale proposed by Newell (1993) and Newell and Goldsmith (2001). For studies that aim to understand how consumers use the company credibility as a guide in developing positive or negative towards a particular product, it is suggested the approach of symbolic interaction. Finally, suggest some research topics not covered in the theoretical approach, such as the degree of importance given to the credibility of purchase in different contexts, as well as identifying the conditions and situations in which the perceived credibility of a company is used by the consumer at the time of the purchase decision, evaluate the influence of media on perceptions of corporate credibility, and relationship between the credibility of the endorser and corporate credibility assessment.