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Amor hacia la marca: una perspectiva de relación continua

Author

Listed:
  • Guisell Larregui-Candelaria
  • Juan C. Sosa-Varela
  • Maribel Ortíz-Soto

Abstract

Este estudio analiza el amor hacia la marca y su relación con otros constructos. El objetivo del artículo es analizar el amor hacia la marca como antecedente del compromiso del consumidor. Adicionalmente, se mide el impacto del compromiso sobre la satisfacción y si la lealtad influye en la comunicación boca oído. Para lograr esto se realizó un estudio empírico transversal con una muestra de 200 consumidores entre 21 a 60 anos. La recopilación de datos fue mediante un cuestionario de escala Likert. Para probar las hipótesis se utilizó la Regresión de Mínimos Cuadrados Parciales. Los resultados aportan evidencia para indicar que un consumidor que manifiesta un sentimiento de amor hacia la marca tiende a desarrollar un mayor compromiso hacia esta.

Suggested Citation

  • Guisell Larregui-Candelaria & Juan C. Sosa-Varela & Maribel Ortíz-Soto, 2019. "Amor hacia la marca: una perspectiva de relación continua," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 271-282, September.
    • Handle: RePEc:col:000129:017559
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3297
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    More about this item

    Keywords

    amor a la marca; compromiso del consumidor; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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