Percorrer por autor "Seidel, Mariana Rueda"
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- Beyond function : how symbolic brand image influences SME purchase decisions in fintech : a study in the context of the Australian payments industryPublication . Seidel, Mariana Rueda; Romeiro, PauloThis thesis explores how brand positioning strategies shape brand image and influence purchase intention among small and medium-sized businesses (SMEs) in Australia’s payments industry. Grounded in branding, consumer behavior, and attitude formation theory, it compares three strategies: price-quality, local-based, and attribute-based positioning. Using a between-subjects experimental design, participants were shown fictional advertisements, each reflecting one of the positioning approaches. They then evaluated the brand based on symbolic and functional image dimensions and indicated their purchase intention. Findings highlight that brand image plays a crucial mediating role between positioning and purchase intention. Among the strategies, local-based positioning generated the strongest effects, particularly via symbolic image traits. Symbolic brand image was more influential than functional image, emphasizing traits like approachability. Mediation analysis confirmed that the impact of brand positioning on purchase intention occurs primarily through brand image, rather than a direct effect. This study contributes to academic literature by offering empirical evidence on the psychological mechanisms behind value-based brand positioning in a B2B fintech context. It also provides actionable insights for payment brands: to connect with SMEs, emphasizing symbolic meaning and local relevance may be more effective than focusing solely on functional or price-based messaging.