El presente trabajo consiste en un análisis de la relación entre autocongruencia, apego a la marca, y la compra impulsiva. Para el estudio se tomó en cuenta papers relacionados con la compra impulsiva, y cómo se desencadena a través del apego emocional hacia las marcas, lo que hace que los consumidores desarrollan esta conducta. Además, se busca conocer principalmente la influencia de la autocongruencia real e ideal en el apego a la marca, planteando una visión integradora entre los tres conceptos. Esto implica un estudio cuantitativo que abarca realizar 400 encuestas a personas que realizan compras online y offline no planificadas de forma quincenal. / The present work consists of an analysis of the relationship between self-consistency, brand attachment, and impulsive buying. For the study, papers related to impulsive buying were taken into account, and how it is triggered through emotional attachment to brands, which causes consumers to develop this behavior. In addition, it is mainly sought to know the influence of real and ideal self-congruence in the attachment to the brand, proposing an integrating vision between the three concepts. This implies a quantitative study that covers 400 surveys of people who make unplanned online and offline purchases every fortnight. / Trabajo de investigación
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/659757 |
| Date | 08 July 2021 |
| Creators | Chirinos Barrientos, Dariana Alexandra, Mazuelos Ordoñez, Alessandra Milagros |
| Contributors | Guardamino Baskovich, Romy |
| Publisher | Universidad Peruana de Ciencias Aplicadas (UPC), PE |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | Spanish |
| Type | info:eu-repo/semantics/bachelorThesis |
| Format | application/pdf, application/epub, application/msword |
| Source | Universidad Peruana de Ciencias Aplicadas (UPC), Repositorio Académico - UPC |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
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