Valor de marca y la decisión de compra de los clientes de la marca Master Belle, Lima- Perú 2021

Alejandra Montalvan Aratia and Jazmin Cristhel Chirapa Romero
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Alejandra Montalvan Aratia: Universidad Científica del Sur
Jazmin Cristhel Chirapa Romero: Universidad Científica del Sur

Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, 2024, issue 23, No 1, 14 pages

Abstract: The aim of the study was to establish the relationship between brand equity and the purchase decision of Master Belle brand customers, Lima - Peru 2021. The research assumed the quantitative approach, hypothetico-deductive model, the non-experimental cross-sectional correlational design. The 150 customers in the company database updated to 2021 were taken as the population; the sample used was made up of 109 customers of the brand. The study was carried out through a questionnaire and its reliability was obtained by the Cronbach’s alpha coefficient VM. (0,718) and DC. (0,863). The results indicated a direct and high relationship between the variables, with a Spearman Rho (0,639). In this way, the results showed that the brand equity is significantly related to purchase decision, that is, the greater the perception of a good development of the brand equity, the greater the purchase decision of customers towards Master Belle brand products will be

Keywords: consumer behavior; purchase decision; brand equity. (search for similar items in EconPapers)
JEL-codes: M M30 M31 M39 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:lap:recadm:184

DOI: 10.24215/23143738e125

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