Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import
Objective: This study aims to determine the relationship between brand equity and consumers’purchase intention, considering four key dimensions: brand awareness, brand association,perceived quality, and brand loyalty in the case of Ceramics Import. Methodology: The researchfollowed a quantitative ap...
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| Autores principales: | , , |
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| Formato: | Artículo |
| Lenguaje: | español |
| Publicado: |
2025
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| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) Descargar el archivo |
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| Sumario: | Objective: This study aims to determine the relationship between brand equity and consumers’purchase intention, considering four key dimensions: brand awareness, brand association,perceived quality, and brand loyalty in the case of Ceramics Import. Methodology: The researchfollowed a quantitative approach with a cross-sectional, non-experimental design. Data werecollected through surveys administered to a sample of 450 customers of the company, selectedusing non-probability convenience sampling. Data analysis was conducted using SPSS software(version 27) along with multiple linear correlation and regression analyses to assess therelationship between the variables. Results: The findings highlight the importance of buildingand maintaining strong brand equity as a key factor in influencing consumer purchase decisions.The strongest correlation was observed between overall brand equity and purchase intention(r = .573). Gender-based analysis revealed that brand awareness and brand association aresignificant predictors for both men and women. Age-based segmentation further indicatesthat brand association is significant across all age groups, and exerts greater influence amongconsumers over forty-five years old. Conclusion: Brand association and overall brand equityemerge as the main predictors of purchase intention, showing consistent effects regardlessof gender or age. Originality / value: This study provides valuable empirical evidence for thedevelopment of marketing strategies aimed at strengthening brand positioning and consumerpreference, thereby supporting more effective decision-making in competitive contexts. |
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