Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import
DOI:
https://doi.org/10.26439/pjm2025.n002.7822Palabras clave:
asociación de marca, indicadores, valor de marca, calidad percibida, conciencia de marca, intención de compra, lealtad de marcaResumen
Objetivo: determinar la relación entre el valor de marca y la intención de compra de los consumidores, considerando dimensiones como la conciencia de marca, la asociación de marca, la calidad percibida y la lealtad de marca en la empresa Ceramics Import. Metodología: el estudio se desarrolló bajo un enfoque cuantitativo, con un diseño transversal y de tipo no experimental. Se recopiló información mediante encuestas aplicadas a una muestra de cuatrocientos cincuenta clientes de la empresa, seleccionados mediante un muestreo no probabilístico por conveniencia. Para el análisis de los datos se utilizó el software estadístico SPSS (versión 27). Asimismo, se emplearon técnicas de correlación lineal múltiple y análisis de regresión para evaluar la relación entre las variables. Resultados: los hallazgos evidencian la relevancia de construir y sostener un valor de marca sólido como factor clave en la decisión de compra del consumidor. La correlación más fuerte se observó entre el valor de marca total y la intención de compra (r = ,573). El análisis por sexo indica que tanto la conciencia como la asociación de marca son significativas en hombres y en mujeres. Además, la segmentación por edad muestra que la asociación de marca resulta significativa en todos los grupos etarios y es más influyente en consumidores mayores de cuarenta y cinco años. Conclusión: la asociación de marca y el valor de marca, en general, se consolidan como los principales predictores de la intención de compra con efectos consistentes, independientemente del sexo o la edad. Originalidad / valor: este estudio aporta evidencia empírica valiosa para la formulación de estrategias de marketing orientadas a fortalecer el posicionamiento y la preferencia de marca, lo que facilita la toma de decisiones más eficaces en contextos competitivos.
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