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Universidade De São Paulo Faculdade De Economia, Administração E Contabilidade Departamento De Administração Programa De Pós-Graduação Em Administração UNIVERSIDADE DE SÃO PAULO FACULDADE DE ECONOMIA, ADMINISTRAÇÃO E CONTABILIDADE DEPARTAMENTO DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO ANTECEDENTES E CONSEQUENTES DO COMPORTAMENTO DE PARTICIPANTES DE COMUNIDADES DA MARCA HARLEY-DAVIDSON Versão Corrigida Eder Polizei Orientador: Professor Dr. José Afonso Mazzon SÃO PAULO 2018 Prof. Dr. Vahan Agopyan Reitor da Universidade de São Paulo Prof. Dr. Adalberto Américo Fischmann Diretor da Faculdade de Economia, Administração e Contabilidade Prof. Dr. Moacir de Miranda Oliveira Júnior Chefe do Departamento de Administração Coordenador do Programa de Pós-Graduação em Administração EDER POLIZEI ANTECEDENTES E CONSEQUENTES DO COMPORTAMENTO DE PARTICIPANTES DE COMUNIDADES DA MARCA HARLEY-DAVIDSON Tese apresentada ao Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo como requisito para a obtenção do título de Doutor em Ciências. Orientador: Professor Dr. José Afonso Mazzon SÃO PAULO 2018 FICHA CATALOGRÁFICA Elaborada por Rafael Mielli Rodrigues - CRB-8/7286 Seção de Processamento Técnico do SBD/FEA/USP Polizei, Eder Antecedentes e consequentes do comportamento de participantes de comunidades da marca Harley-Davidson / Eder Polizei. – São Paulo, 2018. 172 p. Tese (Doutorado) – Universidade de São Paulo, 2018. Orientador: José Afonso Mazzon. 1. Comportamento do consumidor 2. Marketing estratégico 3. Adminis- tração de marketing 4. Marketing de relacionamento I. Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade. II. Título. CDD – 658.8342 Especiais Agradecimentos: Primeiramente a todos os professores da FEA USP que tive o imenso prazer de conhecer, conviver, aprender e por fim respeitar. Em especial os professores Edson Crescitelli, Alessandra Montini, Maria Aparecida Gouvea, Geraldo Toledo, Luiz Paulo Fávero e Jane Marques. A todos os colegas que ajudaram a compartilhar os prazeres, dores, dúvidas, longas, e bem longas horas de estudo. Em especial ao Daniel Kusters, Fernando Nascimento, Luis Pilli, Danielle Daffre, Hamilton Carvalho e Rodolfo Ribeiro. A minha madrinha e hoje a amiga Giuliana Isabella que desde o início ainda como aluno especial me acolheu e sempre me ajudou (e ainda ajuda) e me orientou nos meus primeiros passos na FEA. E muito especialmente ao professor Mazzon. Aquele que ao lado da palavra “generosidade” possui em qualquer dicionário conhecido a sua foto em destaque. Pela sua sabedoria, conhecimento, cuidado e principalmente pela forma como cumpre a sua missão de educador. À Adriana Cristo pelos infindáveis ajustes de agenda e disposição. À MSX International, em especial ao Arnaldo Brazil Ferreira e Ralf Kronenbuerger pelo contínuo apoio. Aos membros do Motogrupo “Youngs SP” em especial ao André Luy, Francisco A. de Araujo Pinto, Marcos Begnami, Emiliano Mendes, Paulo Sérgio Ramiro, Luis Ventura e demais membros e Prospects por todos os passeios e histórias. Pelas ajudas pontuais e precisas ao Danielson Kuntz, Thiago Pereira de Oliveira e Flávio Crepardi Brustelo. E a todas as motocicletas e seus apelidos citadas no estudo: Ruivinha, Branquinha, Dr, Xjotão, Banguela, LaPoderosa, Alekswalker, Chica, Lia, Bel, Vermeinha, Menina, Branquela, Bella, Magrela, Lady Rosa, Cascudinha, Águia negra, BM, Carniça, Ruiva, Lando, Nervosa, Poporoca, Ogra, Neném, Neguinha, Azeitona, Princesa, Caipira, Laranjinha, Vrod, Dolores, Trator, Nervosa III, Nervosa, 48, Bruta, Thunderoad, Danada, Road, La Catrina, Pérola Negra, Black Fin, Alcione, Amarelinha, Valentina, Kabrita, Azul, Zenaide, Samantha, Blood, Menina, Gorda, Black Hawk, Bruta, Harlequina, Harlão, Bobby Jean, Sophie, Maçã do Amor, Kombi, HD, FL, Black- Diamond, Clotilde, Pretinha, 7 Galo, Nunes, Amante, Bella, Sarah Connor, Negrita, Vado Savan, Gorda, Neguinha, Pequena Indomável, Gordinha, Cadela, Dyna Super Glide, Orange, Big Blue, Dona Diabla, Negona e Vadia. E por fim, para minha família: Minha mãe Helena Bergamo, minha linda e maravilhosa esposa Íris Polizei por todo apoio, encorajamento e torcida e ao Luke pela constante companhia enquanto eu estudava, escrevia, fazia as análises, escrevia de novo, apagava, mais análises ... It’s like a first date without the awkward silence. Campanha da Harley-Davidson (EUA – 90’s) RESUMO Encontramos no Brasil uma precisa descrição etnográfica do significado experiencial em possuir uma motocicleta Harley-Davidson em que os consumidores tendem a emular e apreciar a imagem rebelde ao se relacionar com a motocicleta e a marca. As comunidades da referida marca amplificam essa sensação por meio da sociabilidade entre seus membros, que compartilham similares valores, atitudes e comportamentos inerentes ao significado da marca, e em muitos casos, essa forma de organização social e o comportamento são apresentados como diferentes ou opostos à organização social e comportamentos do cotidiano desses mesmos indivíduos. O presente trabalho propõe um framework teórico que confirma a hierarquia dos constructos da marca Harley-Davidson a partir do constructo “Entusiasta” pela marca Harley-Davidson, para logo em seguida ao constructo “Orgulhoso” para finalmente concluir com o constructo “Evangélico” (mediada pelo constructo “Prazer Tribal”) da marca Harley-Davidson com a moderação negativa do “Nível Educacional” dos respondentes. Foram encontrados claros indícios que corroboram com a tese de que existem significantes quantidades de proprietários das motocicletas Harley-Davidson com tendências de serem consumidores evangélicos da marca, apesar de relevantes reservas quanto a atendimento e serviço em pós-venda, qualidade e modernidade do produto, desempenho e o preço de peças. No entanto, todos esses fatores são esquecidos quando avaliamos a relação com a marca, lealdade e, principalmente, quando aferimos que os índices dos atributos comportamentais da marca avaliados pelos indivíduos são sempre significantemente superiores quando comparados aos mesmos índices comportamentais em relação a eles próprios. O presente estudo sugere que possuir uma motocicleta Harley-Davidson, para muitos brasileiros, é uma espécie de "rito de passagem" para um mundo onde sua opinião e afirmação podem ser validades pela simples aquisição da marca. Palavras-chave: Comportamento do consumidor, marketing estratégico, administração de marketing, marketing de relacionamento. ABSTRACT Antecedents and consequent of participants' behavior of Harley-Davidson brand communities. We find in Brazil a precise ethnographic description of the experiential meaning of owning a Harley-Davidson motorcycle in which consumers tend to emulate and appreciate the rebellious image when relating to the motorcycle and the brand. Harley-Davidson brand communities amplify this feeling through sociability among their members, who share similar values, attitudes, and behaviors inherent in the meaning of the brand, and in many cases, this form of social organization and behavior are presented as radically different or opposites to the social organization and behaviors of the daily life of these same individuals. Our work proposes a theoretical framework that confirms the hierarchy of the Harley- Davidson brand constructs from the "Enthusiast" by the Harley-Davidson brand, soon after to the construct "Proud" to finally conclude with the "Evangelical" construct (mediated through the construct "Tribal Pleasure") with the negative moderation of the "Educational Level" of the respondents. We find clear evidence corroborating with the thesis that there are significant amounts of individuals owning Harley-Davidson motorcycles with acute tendencies to be evangelical consumers of the brand, despite significant reservations about after-sales service, quality and modernity of the product, performance and the price of parts. However, all these factors are neglected when assessing the relationship with the brand, loyalty and especially when we realize that the indices of the behavioral attributes of the brand evaluated by individuals are always significantly higher when compared to the same behavioral indices in relation to themselves. In other words, the study suggests that owning a Harley-Davidson motorcycle for many Brazilians is a kind of "rite of passage" for a world where your opinion and assertion may be valid by simply purchasing the brand. Keywords: consumer behavior, marketing strategy, marketing management, customer relationship marketing SUMÁRIO Lista de Tabelas ............................................................................................................ 3 Lista de Ilustrações ....................................................................................................... 4 1. Introdução ........................................................................................................... 5 2. Objetivos ........................................................................................................... 10 2.1. Objetivo Geral ................................................................................................... 10 2.2. Objetivos Específicos........................................................................................ 10 3. Contextualização ............................................................................................... 11 3.1. Gestão de Marcas e Relacionamento com Consumidores ................................ 11 3.2. Comunidades de Marca..................................................................................... 16 3.3. Tribos de Consumidores ..................................................................................
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