Methods and Strategies for Involving Older Adults in Branding an Online Community: The miOne Case Study

Amado, Pedro; Costa, Liliana Vale; Veloso, Ana Isabel

doi:10.1007/978-3-030-22015-0_1

Cited by 2 publications

(2 citation statements)

References 28 publications

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“…Swimberghe et al, (2018) describe three core facets of consumer-based brand equity that contribute to older consumers' psychological sense of brand community: perceived quality, perceived value for cost and brand uniqueness. Amado et al, (2019) with this in mind, trust, sense of connectedness, competence and responsibility are the characteristics that underpin brand equity from the perception of elder adults.…”

Section: Discussionmentioning

confidence: 99%

“…Brand equity for this market segment has an important connection with the service experience (Rajaobelina et al, 2020), providing a psychological sense of consumption based on perceived quality and value for money along with brand uniqueness (Swimberghe et al, 2018). Phua et al, (2020) argue that, for brands which are in a market introduction stage, older consumers should be seen as a potential market that would enable their growth and maturity, brand characteristics such as reliability, sense of connection, competence and responsibility are elements representatively valued by this segment (Amado et al, 2019), which is usually motivated by emotions and trends to value brands that convey a sense of connection, trust and togetherness (Japutra et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Dimensions of brand equity for the banking sector: A study in the elderly segment

López-Rodríguez,

Sandoval-Escobar

2023

Journal of International Studies

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The main objective of this research was to construct and validate an instrument to measure the value dimensions of banking brands in the elderly segment. For this purpose, a quantitative study was developed with a descriptive correlational design and participation of 403 Colombian seniors. An instrumental study also employed exploratory factor analysis to identify the underlying constructs and the most statistically robust item structure. The results show the existence of six dimensions: "loyalty and brand friendliness", "brand performance", "brand awareness", "brand association", "brand importance", and "perceived quality". All of these correspond to previous brand equity literature, except for the dimension "loyalty and brand friendliness", which emerges from the study as a single construct. Given the particularities of the elderly as a consumer, it is concluded that the banking sector should continue consolidating its brand value in this market segment. Since this sector has been showing a representative demographic growth at a global level, such goal is positioned as a fundamental objective for organisations that have a high market orientation.

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Section: Discussionmentioning

confidence: 99%