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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Brand Experience, Brand Love y Customer Satisfaction, en relación a Brand Loyalty en la categoría de ropa deportiva. / Brand Experience, Brand Love and Customer Satisfaction, in relation to Brand Loyalty in the sportswear category.

Mendoza Chiong, Alexis David, Uriol Saldarriaga, Rosangela 08 July 2021 (has links)
El objetivo de este estudio es desarrollar un modelo que integre las variables de Brand Experience, Brand Love y Customer Satisfaction, en relación a Brand Loyalty en la categoría de ropa deportiva. Por lo tanto, este estudio desarrolla y prueba empíricamente un modelo de investigación que integre los constructos de Brand experience y otros constructos intermediarios como Brand Love & Customer Satisfaction y su relación con el constructo del Brand Loyalty en la categoría de ropa deportiva. Además, la presente investigación será cuantitativa para demostrar la relación de las variables establecidas. Al mismo tiempo, el estudio utilizado se basará en un diseño transversal porque se realiza en un periodo de tiempo determinado. Los datos de la encuesta se recopilaron de 400 jóvenes hombres y mujeres de la ciudad de Lima, que compran constantemente ropa deportiva. Los datos se analizaron utilizando un modelo de regresión lineal, además de aplicar una muestra no probabilística. Se utilizará la escala de Likert del 1-7. / The objective of this study is to develop a model that integrates the variables of Brand Experience, Brand Love and Customer Satisfaction, in relation to Brand Loyalty in the sportswear category. Therefore, this study develops and empirically tests a research model that integrates the Brand experience constructs and other intermediary constructs such as Brand Love & Customer Satisfaction and their relationship with the Brand Loyalty construct in the sportswear category. In addition, the present investigation will be quantitative to demonstrate the relationship of the established variables. At the same time, the study used will be based on a cross-sectional design because it is carried out in a certain period of time. The survey data was collected from 400 young men and women in the city of Lima, who constantly buy sportswear. The data were analyzed using a linear regression model, in addition to applying a non-probabilistic sample. The 1-7 Likert scale will be used. / Trabajo de investigación

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