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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| Formato: | Artículo |
| Lenguaje: | español |
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2025
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| _version_ | 1881700492926517248 |
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| author | Miriam Mamani-Luque Hernán Hancco-Gutierrez Arnol Huaranga-Ríos |
| author_browse | Arnol Huaranga-Ríos Hernán Hancco-Gutierrez Miriam Mamani-Luque |
| author_facet | Miriam Mamani-Luque Hernán Hancco-Gutierrez Arnol Huaranga-Ríos |
| author_sort | Miriam Mamani-Luque |
| collection | Producción científica |
| description | 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. |
| format | Article |
| id | openalex:W4415327345 |
| institution | UPeU |
| language | Spanish |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| record_format | dspace |
| spelling | openalex:W4415327345Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics ImportMiriam Mamani-LuqueHernán Hancco-GutierrezArnol Huaranga-Ríosbrand equitypurchase intentionbrand awarenessbrand associationsperceived qualitybrand loyaltygender differencesage differencesceramic industryconsumer behaviorConsumer Behavior in Brand Consumption and IdentificationConsumer Behavior and Marketing InfluenceMarketing and Advertising StrategiesObjective: 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.Articlehttps://doi.org/10.26439/pjm2025.n002.7822https://revistas.ulima.edu.pe/index.php/pjm/article/download/7822/7928W4415327345esPeruvian Journal of Management (PJM)3084-75243084-75402025-10-17 |
| spellingShingle | brand equity purchase intention brand awareness brand associations perceived quality brand loyalty gender differences age differences ceramic industry consumer behavior Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Miriam Mamani-Luque Hernán Hancco-Gutierrez Arnol Huaranga-Ríos Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title | Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title_full | Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title_fullStr | Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title_full_unstemmed | Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title_short | Impacto del valor de marca en la intención de compra: un análisis diferenciado por sexo y edad en Ceramics Import |
| title_sort | impacto del valor de marca en la intencion de compra un analisis diferenciado por sexo y edad en ceramics import |
| topic | brand equity purchase intention brand awareness brand associations perceived quality brand loyalty gender differences age differences ceramic industry consumer behavior Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Marketing and Advertising Strategies |
| topic_facet | brand equity purchase intention brand awareness brand associations perceived quality brand loyalty gender differences age differences ceramic industry consumer behavior Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Marketing and Advertising Strategies |
| url | https://doi.org/10.26439/pjm2025.n002.7822 https://revistas.ulima.edu.pe/index.php/pjm/article/download/7822/7928 |
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