Amor hacia la marca: una perspectiva de relación continua

  • Guisell Larregui-Candelaria Profesora y Directora, Departamento de Administración de Empresas, Instituto Tecnológico de Puerto Rico, Manatí, Puerto Rico. https://orcid.org/0000-0003-0575-3936
  • Juan C Sosa-Varela Decano y Profesor, Escuela de Negocios y Empresarismo, Universidad Ana G. Mendez, Gurabo, Puerto Rico.
  • Maribel Ortíz-Soto Profesora Asociada, Escuela de Negocios y Empresarismo, Universidad Ana G. Mendez, Gurabo, Puerto Rico.
Palabras clave: amor a la marca, compromiso del consumidor, marketing

Resumen

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 años. 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.

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Publicado
2019-09-13
Cómo citar
Larregui-Candelaria, G., Sosa-Varela, J. C., & Ortíz-Soto, M. (2019). Amor hacia la marca: una perspectiva de relación continua. Estudios Gerenciales, 35(152), 271-282. https://doi.org/10.18046/j.estger.2019.152.3297
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Artículo de investigación