Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective

Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands key factor for success. In this way, car no exception, despite facing numerous challenges associated with the energy transition, they have to reinvent themselves, retaining focus on offering unique personalized experience consumer without forgetting factors influence decision-making process. Therefore, current research aims understand brand love other behavioral constructs, including attachment, satisfaction, loyalty, positive word of mouth, as well its behavior in Portuguese automotive market, more specifically regarding Audi, BMW, Mercedes-Benz. Based literature review, questionnaire survey was conducted group 324 respondents. From sample, possible develop conceptual model formulate six hypotheses. The results reveal attachment satisfaction love, which has loyalty mouth. addition, positively related impact loyalty. article presents some insights from perspective digital marketing (i.e., e-WOM social networks) territory management notoriety positioning territories). end, limitations study will be presented, guidelines future outlined.