Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso chifa y comida china
Date
2020-01-28
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
El valor de marca ha cobrado importancia en los últimos años, y por ende, varias
investigaciones se han enfocado en estudiar no solo las variables que lo constituyen, sino
también su fuerte influencia sobre la intención de compra. En este contexto, el presente
estudio pretende medir cómo el valor de marca percibido influye en la intención de compra
desde el punto de vista de los consumidores de comida china y chifas de Lima
Metropolitana.
Con este fin se ha utilizado el modelo de Calvo-Porral, Martínez-Fernández,
Juanatey - Boga (2013), quienes consideran algunos constructos como la notoriedad, la
calidad percibida, la imagen o asociaciones de marca y la lealtad como constitutivos del
valor de marca, y a su vez, toman en cuenta su influencia sobre la intención de compra. Por
ello, a partir de los datos obtenidos de las encuestas realizadas a 387 personas residentes en
Lima Metropolitana, cuyas edades se encuentran entre 25 a 55 años, se determinó la
relación de estas variables, basados en el modelo a estudiar y utilizando como herramienta
el Path Analysis. Cabe señalar que la investigación se delimitó al estudio de cuatro
restaurantes de comida china y chifas. Esta evaluación permitió comprobar la influencia del
valor de marca en la intención de compra, teniendo en cuenta las respuestas de los
consumidores, y a su vez, permitió comprobar estadísticamente las demás relaciones que el
modelo incorporó.
Como resultado de la presente investigación se demostró que la variable notoriedad
influye positivamente en las variables calidad percibida e imagen o asociación de marca, y
ambas a su vez, influyen positivamente sobre la lealtad; la misma que incide en el valor de
marca. Finalmente, los resultados nos permiten afirmar que este valor ejerce una influencia
positiva en la intención de compra para los restaurantes de comida china y chifa estudiados.
Brand equity has gained importance in recent years, and therefore, several investigations have focused on the study not only the variables that have been identified, but also its strong influence on the purchase intention. In this context, the present study has the purpose of measuring the influence of brand equity upon the purchase intention from the point of view of consumers of Chinese food and chifas of Metropolitan Lima. For this purpose, the model of Calvo-Porral, Martínez-Fernández, Juanatey-Boga (2013) has been used, considering some constructs like: notoriety, perceived quality, image or associations and loyalty of the brand, like constitutive of the brand value, and in turn, takes into account their influence on the purchase intention. Thus, from the data obtain from surveys, made to 387 people in Metropolitan Lima, aged between 25 and 55 years of age, the relationship of these variables was determined, based on the model to be studied and using as a tool the Path Analysis. In this regard, this evaluation allowed to verify the influence of brand equity on the purchase intention, taking into account the responses of consumers, and in turn, allowed statistically verify the other relationships that the model incorporated. As a result of the present investigation it was demonstrated that the variable "notoriety" positively influences the variables "perceived quality" and "brand image or association", and both also positively influences the “loyalty”, which in turn affects the brand equity. Finally, the results allow us to confirm that this value exerts a positive influence on the purchase intention for the Chinese and chifa restaurants studied.
Brand equity has gained importance in recent years, and therefore, several investigations have focused on the study not only the variables that have been identified, but also its strong influence on the purchase intention. In this context, the present study has the purpose of measuring the influence of brand equity upon the purchase intention from the point of view of consumers of Chinese food and chifas of Metropolitan Lima. For this purpose, the model of Calvo-Porral, Martínez-Fernández, Juanatey-Boga (2013) has been used, considering some constructs like: notoriety, perceived quality, image or associations and loyalty of the brand, like constitutive of the brand value, and in turn, takes into account their influence on the purchase intention. Thus, from the data obtain from surveys, made to 387 people in Metropolitan Lima, aged between 25 and 55 years of age, the relationship of these variables was determined, based on the model to be studied and using as a tool the Path Analysis. In this regard, this evaluation allowed to verify the influence of brand equity on the purchase intention, taking into account the responses of consumers, and in turn, allowed statistically verify the other relationships that the model incorporated. As a result of the present investigation it was demonstrated that the variable "notoriety" positively influences the variables "perceived quality" and "brand image or association", and both also positively influences the “loyalty”, which in turn affects the brand equity. Finally, the results allow us to confirm that this value exerts a positive influence on the purchase intention for the Chinese and chifa restaurants studied.
Description
Keywords
Restaurantes--Perú, Comportamiento del consumidor
Citation
Endorsement
Review
Supplemented By
Referenced By
Creative Commons license
Except where otherwised noted, this item's license is described as info:eu-repo/semantics/openAccess