El valor de la marca desde la perspectiva del consumidor Estudio empírico sobre preferencia, lealtad y experiencia de marca en procesos de alto y bajo involucramiento de compra

The main objective of this study is to understand the relationships among a set of dimensions proposed in the customer-based brand equity model (cbbe): knowledge, attitudinal and brand relationship and brand preference under different involvement purchase process. Specifically, the main purpose of this study is to understand the principal relationships between: a) brand preference and customer attributes evaluations; b) brand preference and brand loyalty; and finally, c) brand preference and brand experience. In order to understand the different involvement process three product categories were selected: laptops (high-involvement), cellular phones (medium-involvement) and soft drinks (low-involvement). A survey was applied to 341 undergraduate business school students. The study compared the top five brands in each category. The results provide evidence that the level of involvement purchase process is a relevant factor in understanding consumer evaluations, brand preference, brand attitude, attitudinal loyalty and brand experience.