Lealdade do consumidor às marcas: um estudo marvel versus dc

The link between loyalty and brand has become more substantial each day, and their study becomes an integral part of marketing. This research aimed to study the relation of the brand with the creation of loyalty as well as the existing differences in the loyalty of consumers between brands with similar products. To do this, the Marvel and DC film universes were used as objects of study, where through the application of an online survey with 582 respondents it was noticed the existence of the differentiation of loyalty between similar brands, as well as the positive influence of the brand within the creation loyalty to consumers. It was observed that while fans of the Marvel Universe have a relationship more focused on behavioral loyalty, consuming the product but not demonstrating direct preference and explicit cognitive behavior, fans of the DC Universe demonstrate attitudinal loyalty, with actions and cognitive behavior in favoritism the brand.