CONSECUENCIAS DE LA EXPERIENCIA DE LA MARCA EN CONSUMIDORES DEL SECTOR SMARTPHONES
DOI:
https://doi.org/10.15665/dem.v17i4.1931Resumen
El propósito de este trabajo es medir la influencia de la experiencia de marca de los usuarios de teléfonos inteligentes y su consecuencia en relación con la lealtad a la marca. La recolección de datos se realizó a través del uso de las redes sociales y se obtuvieron 570 cuestionarios válidos en más de 120 ciudades de Brasil. De las ocho hipótesis probadas, siete de ellas fueron apoyadas. Se concluyó que la experiencia de la marca influye significativamente en la personalidad de la marca, lo que también influye significativamente en la satisfacción del consumidor. Además, la experiencia de la marca, la personalidad de la marca y la satisfacción influyen en la lealtad de los consumidores. La formación de los constructos también se verificó de un segundo nivel de experiencia de la marca y la personalidad de la marca.
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