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Variables determinantes de la lealtad a la marca: una aproximación empírica

Author

Listed:
  • Ernesto Rangel Luzuriaga
  • Tania Cevallos Punguil
  • Eduardo Ruiz Mármol

Abstract

El presente trabajo analiza, en primer lugar, la lealtad a las marcas con sus diferentes formas y, en segundo lugar, determina las diferentes variables con las que el consumidor se identifica al momento de realizar la recompra, tomando en consideración cuatro categorías de productos: autos, teléfonos celulares, shampoos y bebidas gaseosas. Partiendo de una revisión bibliográfica de la fidelidad a las marcas, se ha realizado una investigación cualitativa y cuantitativa acerca del comportamiento del consumidor en estos productos, planteando al final un modelo logit binomial que explique la relación existente entre las variables estudiadas y lealtad a las marcas, para cada una de las categorías propuestas.

Suggested Citation

  • Ernesto Rangel Luzuriaga & Tania Cevallos Punguil & Eduardo Ruiz Mármol, 2013. "Variables determinantes de la lealtad a la marca: una aproximación empírica," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2013-11, November.
    • Handle: RePEc:erv:contri:y:2013:i:2013-11:4
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