Ferreira, Lissa Valeria FernandesSeabra, Leonardo Oliveira de Castro2023-05-042023-05-042022-12-16SEABRA, Leonardo Oliveira de Castro. Valor de marca aeroportuária no modelo Customer- Based Brand Equity (CBBE) com base na experiência dos usuários. Orientadora: Dra. Lissa Valéria Fernandes Ferreira. 2022. 141 f. Tese (Doutorado em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/52254The valuation of a brand, based on the concept of Brand Equity, can be seen as a performance indicator, a source of competitive advantage or a component of business success. The initial step to assess brand equity from a consumer perspective (CBBE) is knowing its drivers. The objective of this research is to propose an adequate model for assessing the brand equity of airports based on the the experience of the passengers (consumers) with their services. It seeks to identify the sources of brand equity, then to understand which attributes of the airport experience influence Brand Equity and its dimensions. The methodology used combines quantitative and qualitative techniques. Data were collected in a single step through the survey method, through the application of a self-completed electronic form intended for individuals who traveled through the terminals of Guarulhos International Airport, totalizing 456 cases. The conceptual model which is proposed and the research instrument were built based on the authors from whom the theoretical contribution was obtained, mainly: Yoo & Donthu (2001), for Brand Equity literature, Berry (2000) and Saaker et al. (2020), on the premises of service brands; Choi and Choi (2015), Tse (2009) and ANAC (2016) regarding the airport atributes. Tests and analyzes were performed using IBM SPSS 22 and IBM SPSS Amos: Analysis, Exploratory Factor Analysis (AFE), Structural Equation Modeling (SEM), Confirmatory Factor Analysis, Divergent Validity Test (AVE) and Construct Validity Test (CR). As a result, a CBBE model for airports composed of 9 dimensions and 31 factors that best fit the assumptions was developed. The dimensions of the model are: Airport Environment and basic facilities; Leisure and Services; Locomotion and wayfinding, Check-in and passenger services; Control and Inspection; Perceived Quality, Loyalty, Awareness, Global Brand Equity. It was observed that the direct experience of the services influences the Perceived Quality and Brand Awareness dimensions. Loyalty is a central component in the model, having a moderating role in the relationship between all dimensions and Brand Equity Global. Furthermore, the elements of the airport experience that influence the dimensions that impact the overall brand equity were identified. It is concluded that the perception of value of the airport brand is related to the quality of the experience in its service environment. This work contributes both to the literature, by providing an understanding of the CBBE for airport brands, and to the pragmatic field, by providing knowledge and subsidies for a series of decisions related to brand management in this context. For future research, it is recommended that other antecedents and/or other dimensions of brand equity be used. Furthermore, it is indicated that the data collection instrument be applied in other airportsAcesso AbertoaeroportosbrandingCustomer-Based Brand Equitymarcas de serviçoexperiência dos passageirosbrandingbrand valuepassenger experienceairportsdoctoralThesis