Browsing by Author "Canta Honores, Jorge Luis"

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    Mediation of brand reputation and image in the relationship between PCSR and brand equity and loyalty of technology companies among generation Z: The moderating role of gender
    (Pontificia Universidad Católica del Perú, 2025-01-27) Canta Honores, Jorge Luis; Barcellos de Paula, Luciano
    The objective of this research was to analyze whether the effects of Perceived Corporate Social Responsibility (PCSR) on brand equity and loyalty are jointly mediated by image and reputation; Gender moderation in these relationships was also assessed. The sample (n=420) was of members of Generation Z between 18 and 28 years of age from Lima. Applying PLS- SEM, with values of R2 it was determined that the model explains 37.3% of the reputation, 32.9% of the image, 48.5% of the brand equity and 60.9% of the brand loyalty. The results show the mediating effect of reputation between PCSR on brand equity (β= 0.132, p= 0.019) and loyalty (β= 0.146, p< 0.001); also, the mediation of the image was determined, between the PCSR on brand equity (β= 0.134, p< 0.001) and loyalty (β= 0.129, p< 0.001). It was also shown that gender moderates the relationship between PCSR on loyalty (β= 0.162, p= 0.015); however, it does not moderate the relationship between PCSR and brand equity (β= 0.02, p= 0.624). As implications, a HEM model is proposed that analyzes the PCSR, brand equity and brand loyalty with the image and reputation as mediators, and their impact on the purchasing processes. Indeed, tech brand managers must focus on CSR to influence ethical consumption, promoting loyalty through repurchases and recommendations.