Amor hacia la marca:: Una perspectiva de relación continua

• Guisell Larregui-Candelaria ^[2] ; Juan C. Sosa-Varela ^[1] ; Maribel Ortíz-Soto ^[1]
  1. [1] Ana G. Mendez University System

     Ana G. Mendez University System

     Puerto Rico

     
  2. [2] Instituto Tecnológico de Puerto Rico, Manatí, Puerto Rico.
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 35, Nº. 152 (Julio-Septiembre), 2019 (Ejemplar dedicado a: Marketing), págs. 271-282
• Idioma: español
• DOI: 10.18046/j.estger.2019.152.3297
• Títulos paralelos:
  • Amor pela marca:: Uma perspectiva de relacionamento contínuo
  • Brand love:: A continuous relationship perspective
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    Este estudio analiza el amor hacia la marca y su relación con otros constructos. El objetivo del artículo es analizar el amor hacia la marca como antecedente del compromiso del consumidor. Adicionalmente, se mide el impacto del compromiso sobre la satisfacción y si la lealtad influye en la comunicación boca oído. Para lograr esto se realizó un estudio empírico transversal con una muestra de 200 consumidores entre 21 a 60 años. La recopilación de datos fue mediante un cuestionario de escala Likert. Para probar las hipótesis se utilizó la Regresión de Mínimos Cuadrados Parciales. Los resultados aportan evidencia para indicar que un consumidor que manifiesta un sentimiento de amor hacia la marca tiende a desarrollar un mayor compromiso hacia esta

  • English

    This study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.

  • português

    Este estudo analisa o amor pela marca e sua relação com outros construtos. O objetivo do artigo é analisar o amor à marca como um precedente do compromisso do consumidor. Além disso, mede-se o impacto do compromisso na satisfação e se a lealdade influencia a comunicação boca a boca. Para isso foi realizado um estudo empírico transversal com uma amostra de 200 consumidores entre 21 e 60 anos. A coleta de dados foi realizada por meio de um questionário da escala Likert. Para testar as hipóteses, foi utilizada a regressão de mínimos quadrados parciais. Os resultados fornecem evidencias para indicar que um consumidor que expressa um sentimento de amor pela marca tende a desenvolver um maior compromisso com ela.

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