Notoriedad y credibilidad de marca como antecedentes de su apego
Resumen
Las marcas invierten mucho para promocionarse y generar credibilidad en sus consumidores para que estos sientan apego hacia ellas, ya que el apego influye en la intención de compra. Este estudio pretende determinar si es suficiente la notoriedad de marca, o se necesita credibilidad para generar apego hacia las marcas. Para esto se realizó una investigación causal con análisis factorial confirmatorio y un modelo con ecuaciones estructurales. Los resultados señalan que la notoriedad de marca influye en la formación del apego en muy pocos escenarios, mientras que la credibilidad tiene mayor influencia como antecedente del apego hacia la marca.
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