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Valor de marca y la decisión de compra de los clientes de la marca Master Belle, Lima- Perú 2021

Author

Listed:
  • Alejandra Montalvan Aratia

    (Universidad Científica del Sur)

  • Jazmin Cristhel Chirapa Romero

    (Universidad Científica del Sur)

Abstract

The aim of the study was to establish the relationship between brand equity and the purchase decision of Master Belle brand customers, Lima - Peru 2021. The research assumed the quantitative approach, hypothetico-deductive model, the non-experimental cross-sectional correlational design. The 150 customers in the company database updated to 2021 were taken as the population; the sample used was made up of 109 customers of the brand. The study was carried out through a questionnaire and its reliability was obtained by the Cronbach’s alpha coefficient VM. (0,718) and DC. (0,863). The results indicated a direct and high relationship between the variables, with a Spearman Rho (0,639). In this way, the results showed that the brand equity is significantly related to purchase decision, that is, the greater the perception of a good development of the brand equity, the greater the purchase decision of customers towards Master Belle brand products will be

Suggested Citation

  • Alejandra Montalvan Aratia & Jazmin Cristhel Chirapa Romero, 2024. "Valor de marca y la decisión de compra de los clientes de la marca Master Belle, Lima- Perú 2021," Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, Instituto de Investigaciones Administrativas, Facultad de Ciencias Económicas, Universidad Nacional de La Plata, issue 23, pages 1-14, January- .
    • Handle: RePEc:lap:recadm:184
    DOI: 10.24215/23143738e125
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    More about this item

    Keywords

    consumer behavior; purchase decision; brand equity.;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • 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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