Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing

Authors

  • Agnaldo Keiti Higuchi Universidade Federal dos Vales do Jequitinhonha e Mucuri - UFVJM/FACSAE
  • Ricardo Teixeira Veiga Universidade Federal de Minas Gerais/FACE
  • Juliana Borges Martins Universidade Federal dos Vales do Jequitinhonha e Mucuri - UFVJM/FACSAE

DOI:

https://doi.org/10.5007/2175-8077.2019.e51291

Abstract

In this work, the Service-Dominant Logic (LUSCH; VARGO, 2014) premises are applied in order to understand Social Marketing phenomena and processes, specifically on value creation by the beneficiary of safe sex programs. After bibliographical research a hierarchical model was elaborated containing the constructs involving  value cocreation and its potential antecedents. From the model a questionnaire was created, which was applied to undergraduate students in the city of Teófilo Otoni-MG. The collected data were analyzed using Modeling Structural Equations. The results show that the construct level of activities has as antecedent the elemental trait openness to experiences, whereas the construct number of interactions is explained by the elemental traits opening to experience, neuroticism and need of material resources (negatively). 

Author Biographies

Agnaldo Keiti Higuchi, Universidade Federal dos Vales do Jequitinhonha e Mucuri - UFVJM/FACSAE

Departamento de Administração, área finanças e marketing

Ricardo Teixeira Veiga, Universidade Federal de Minas Gerais/FACE

Centro de pesquisa e pós-graduação em Administração-CEPEAD, área marketing, estratégia e inovação.

Juliana Borges Martins, Universidade Federal dos Vales do Jequitinhonha e Mucuri - UFVJM/FACSAE

Departamento de Administração, área economia e marketing

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Published

2019-08-14

How to Cite

Higuchi, A. K., Veiga, R. T., & Martins, J. B. (2019). Persona traits precedents of value cocriation in safe sex incentive programs: contribuitions of the service dominant logic to social marketing. Revista De Ciências Da Administração, 21(54), 8–24. https://doi.org/10.5007/2175-8077.2019.e51291

Issue

Vol. 21 No. 54 (2019)

Section

Articles

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