Notoriedad y credibilidad de marca como antecedentes a su apego

• Ugalde, Cecilia ^[1] ; Vila López, Natalia ^[2] ; Küster Boluda, Inés ^[2] ; Mora, Elisabeth ^[2]
  1. [1] Universidad del Azuay

     Universidad del Azuay

     Cuenca, Ecuador

     
  2. [2] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 16, 2019 (Ejemplar dedicado a: Retos desde la comunicación para la sostenibilidad), págs. 63-76
• Idioma: español
• DOI: 10.25029/od.2019.209.16
• Títulos paralelos:
  • Brand awareness and brand credibility leading to brand identification
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    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.

  • English

    Brands invest a great deal in promotion and generating credibility among consumers so that they identify with them, since brand identification influences purchase intentions. We aimed to determine if brand awareness is enough to develop brand identification, or if credibility is also needed for this purpose. Causal research was carried out with confirmatory factor analysis and a structural equation model. The results show that brand awareness influences brand identification in very few scenarios, whereas credibility has a greater influence on brand identification.

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