Notoriedad y credibilidad de marca como antecedentes a su apego

  1. Ugalde, Cecilia 1
  2. Vila López, Natalia 2
  3. Küster Boluda, Inés 2
  4. Mora, Elisabeth 2
  1. 1 Universidad del Azuay
    info

    Universidad del Azuay

    Cuenca, Ecuador

    ROR https://ror.org/037xrmj59

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Obra digital: revista de comunicación

ISSN: 2014-5039

Año de publicación: 2019

Título del ejemplar: Retos desde la comunicación para la sostenibilidad

Número: 16

Páginas: 63-76

Tipo: Artículo

DOI: 10.25029/OD.2019.209.16 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Obra digital: revista de comunicación

Resumen

Las marcas invierten mucho para promocionarsey generar credibilidad en sus consumidorespara que estos sientan apego hacia ellas,ya que el apego influye en la intención de compra.Este estudio pretende determinar si essuficiente la notoriedad de marca, o se necesitacredibilidad para generar apego hacia lasmarcas. Para esto se realizó una investigacióncausal con análisis factorial confirmatorio y unmodelo con ecuaciones estructurales. Los resultadosseñalan que la notoriedad de marcainfluye en la formación del apego en muy pocosescenarios, mientras que la credibilidadtiene mayor influencia como antecedente delapego hacia la marca.

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