ANTECEDENTS OF BRAND EQUITY AND SUBSEQUENT MODERATES BY THE TOP-OF-MIND SERVICES OFFERED TO CITIZENS IN THE CONTEXT OF THE STRATEGIC DIGITAL CITY OF FORTALEZA

Abstract

This article studies the relationships between the antecedents of brand equity and the subsequent ones that are moderated by the top-of-mind services in the context of the strategic subprojects of the digital city of Fortaleza. The conceptual framework is the state-of-the-art literature on brand equity and strategic digital city. The study is based on individual perceptions collected through a survey conducted via social networks with a non-probabilistic sample composed of 191 citizen users of the services offered on the Fortaleza website. Structural equations modeling was used to test the hypotheses, and the results show that the citizen's attitude in the preference for the services of Fortaleza in the intention to use them is moderate when the top-of-mind services are present, thus contributing to the brand equity literature and strategies for digital cities.

Keywords

• brand equity
• cidadãos
• subprojetos estratégicos da cidade digital
• serviços mais lembrados
• intenção de uso