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Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C

Author

Listed:
  • Pedro Julián Ramírez Angulo
  • Edison Jair Duque Oliva

Abstract

Mediante este artículo, se busca validar algunas hipótesis referentes a la relación entre involucramiento de pro- ducto y lealtad de marca para productos de consumo masivo en Bogotá (Colombia). Para tal fin, se recolectó in- formación acerca de las percepciones de involucramiento de producto y lealtad de marca para 478 consumido- res bogotanos, que posteriormente fue analizada mediante modelos de ecuaciones estructurales. A través de la información recolectada, se determinó la existencia de relación directa entre involucramiento de producto y lealtad de marca, no solo como conceptos, sino para cada una de las dimensiones de cada concepto. También se encontraron diferencias en el comportamiento de estas variables para distintas tipologías de producto.

Suggested Citation

  • Pedro Julián Ramírez Angulo & Edison Jair Duque Oliva, 2013. "Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C," Estudios Gerenciales, Universidad Icesi, September.
    • Handle: RePEc:col:000129:011415
    as

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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1715
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    References listed on IDEAS

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    More about this item

    Keywords

    InvolucramientoLealtadConsumidorMarcaEcuaciones estructurales;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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