Brand equity and purchase decision of fast-moving consumer goods
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| Autores: | , , |
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| Formato: | artículo original |
| Estado: | Versión publicada |
| Data de Publicación: | 2024 |
| Descripción: | This work analyses the influence of consumer-based brand equity on the purchase decision of fast-moving consumer goods in Ecuador. By estimating a partial least squares structural equation model and a logit model on a sample of 120 Ecuadorian university students, it was found that brand awareness with a strength of association is positively related to perceived quality, perceived quality influences attitudinal loyalty, and loyalty influences overall brand equity. In addition, after controlling for reference prices, overall brand equity has a direct positive effect on consumers' purchase decisions. For brand managers, the main implication of these findings is that investments to improve the dimensions of brand equity, with an emphasis on loyalty, is a relevant mechanism to increase sales and generate greater brand value. |
| País: | Portal de Revistas TEC |
| Institución: | Instituto Tecnológico de Costa Rica |
| Repositorio: | Portal de Revistas TEC |
| Idioma: | Inglés |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/7142 |
| Acceso en liña: | https://revistas.tec.ac.cr/index.php/tec_empresarial/article/view/7142 |
| Palabra crave: | Capital de marca decisión de compra productos de consumo de alta rotación Consumer-based brand equity purchase decision fast-moving consumer goods |