La motivación, la lealtad y compromiso como precursores de las comunidades de marca

Cristancho Triana, Gerson Jaquin; Cancino Gómez, Yezid Alfonso

doi:10.26441/rc22.2-2023-3185

Cited by 3 publications

(1 citation statement)

References 93 publications

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“…La lealtad de marca es aquella relación positiva y benéfica que obtiene la empresa por parte de un consumidor, la fuerte conexión y confianza que sienten con la marca lleva a la compra repetida de los productos y servicios de una marca en particular, debido al compromiso y vínculo que sienten con la misma, es necesario destacar que aquel sentido de apego se genera en la parte cognitiva de las personas, como resultado de determinadas percepciones y experiencia agradables de un consumidor con una marca (Cristancho y Cancino, 2023).…”

Section: Lealtad De Marcaunclassified

Análisis de los factores que inciden en el valor de marca de jóvenes consumidores de calzado deportivo de la ciudad de Machala

Delgado-Medina,

Porras-Pardo,

Sánchez-Quezada

et al. 2024

593DPCEIT

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La presente investigación tiene como objetivo analizar los diversos factores que inciden en el valor de marca de jóvenes consumidores de calzado deportivo de la ciudad de Machala, Provincia de El Oro. Se plantean tres hipótesis, vinculadas con las diferentes variables estudiadas como posicionamiento, comportamiento del consumidor, lealtad de marca y valor de marca. El instrumento de investigación utilizado fue la encuesta, la cual, receptó las respuestas de 385 consumidores jóvenes de edades entre 15-24 años, los cuales fueron evaluados a través de una escala de Likert de cinco opciones. Respecto al análisis estadístico se implementó el software Smart PLS, llegando a determinar que las variables posicionamiento y comportamiento del consumidor influyen notablemente en la lealtad de marca, a la vez que la lealtad incide de manera significativa en la generación del valor hacia una marca, la misma que debe ser manejada cuidadosamente para obtener un mayor alcance de clientes en el mercado.

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Section: Lealtad De Marcaunclassified

Análisis de los factores que inciden en el valor de marca de jóvenes consumidores de calzado deportivo de la ciudad de Machala

Delgado-Medina,

Porras-Pardo,

Sánchez-Quezada

et al. 2024

593DPCEIT

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Service quality, loyalty building and institutional image at a university in Lima, Peru using structural equations

Melean Romero,

Carhuancho Mendoza,

Guerrero Bejarano

et al. 2024

Front. Educ.

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The objective of the research was to explain the satisfaction of students at a private university in Lima, Peru, by applying structural equations. The study aimed to explain the perceived quality of service and how it contributes to student loyalty and institutional image. A purposefully designed quantitative survey was administered to a convenience sample of third-semester university students, considering the semesters 2022-I, 2022-II, and 2023-I. A total of 655 responses were included in the analysis. Descriptive and inferential analyses were conducted to test the proposed hypotheses and identify findings. The results demonstrate a statistical relationship between the variables. The quality of service perceived by the university students almost entirely (99%) explained their satisfaction with the university services provided. Satisfaction, in turn, influences the institutional image by 91% and loyalty by 47%. The image perceived by the students accounts for 39% of their loyalty to the university they attend. Given that the development of student competencies is a primary objective of higher education, this is important because the participants are preparing for qualified employment. For this reason, the use of quality surveys in education is of interest to academics, communities, and governments alike. Although the quality results of this study are admirable, based on them, the dimensions of quality can continue to be reinforced over time. Studying service provision, student satisfaction, and loyalty can help educators and institutions improve learning.

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The impact of perceived value on brand image and loyalty: a study of healthy food brands in emerging markets

García-Salirrosas,

Escobar-Farfán,

Esponda-Perez

et al. 2024

Front. Nutr.

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IntroductionFood brands that promote a healthy lifestyle are gaining more followers. Healthy food consumers are a conscious and demanding segment that values the quality and benefits they receive from a product and the ethical, environmental, and social impact of their purchasing decisions. The objective of the research is to evaluate the influence of perceived value components on health food brand image and brand loyalty in an emerging market.MethodsA cross-sectional and explanatory study was conducted considering 612 consumers of a healthy brand in Peru. The participants included women (65.2%) and men (34.8%), with ages between 18 and 56 (M = 22.56; SD = 5.95). Data were collected using a self-report form and statistically analyzed using PLS-SEM.ResultsThe study hypotheses confirmed the impact of perceived emotional value, perceived social value, perceived financial value, and perceived quality on brand image and loyalty. However, the proposed model observes that perceived social value has no impact on brand loyalty.ConclusionImplementing strategies that help build stronger, healthy brands is part of effective management for business leaders. In this context, the findings indicate that brands should effectively communicate their attributes and offer them that meet and exceed consumer expectations to achieve consumer loyalty. This is a mechanism to consolidate a strong and positive image that facilitates customer loyalty based on perceived value. The results obtained can help marketers and decision-makers in the healthy food industry to design more effective brand strategies, which could increase demand for their healthy products.

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La motivación, la lealtad y compromiso como precursores de las comunidades de marca

Cited by 3 publications

References 93 publications

Análisis de los factores que inciden en el valor de marca de jóvenes consumidores de calzado deportivo de la ciudad de Machala

Análisis de los factores que inciden en el valor de marca de jóvenes consumidores de calzado deportivo de la ciudad de Machala

Service quality, loyalty building and institutional image at a university in Lima, Peru using structural equations

The impact of perceived value on brand image and loyalty: a study of healthy food brands in emerging markets

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