Citas bibligráficas
Torres, J., Horna, P., León, F., Martínez, M. (2019). Relación entre valor de marca basado en el cliente e intención de compra para restaurantes de ceviches, pescados y mariscos [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15501
Torres, J., Horna, P., León, F., Martínez, M. Relación entre valor de marca basado en el cliente e intención de compra para restaurantes de ceviches, pescados y mariscos []. PE: Pontificia Universidad Católica del Perú; 2019. http://hdl.handle.net/20.500.12404/15501
@mastersthesis{sunedu/2664138,
title = "Relación entre valor de marca basado en el cliente e intención de compra para restaurantes de ceviches, pescados y mariscos",
author = "Martínez Loayza, Michel Roberto",
publisher = "Pontificia Universidad Católica del Perú",
year = "2019"
}
The main purpose of this research was to determine if there is a correlation between customer-based brand equity and purchase intention in the seafood restaurants in Lima Centro, Perú, 2019. The research had a quantitive approach and the research design was nonexperimental, cross-sectional and correlational. A survey was also developed to obtain data on customer-based brand equity, purchase intention, brand loyalty, brand awareness, perceived quality and brand association. In this regard, the sample size was made up of 384 people aged 18 years and over, living in the districts of Lima Centro and who had made a purchase in any of the following restaurants: Amoramar, Costanera 700, El Mercado, Francesco and La Mar. The results of the proposed hypothesis showed an appreciable positive correlation between customer-based brand equity and purchase intention (ρ=0.746), an appreciable moderate positive correlation between brand loyalty and customer-based brand equity (ρ=0.619), an appreciable moderate positive correlation between perceived quality and customer-based brand equity (ρ=0.592), an appreciable moderate positive correlation between brand loyalty and customer-based brand equity (ρ=0.543) and a weak moderate positive correlation between brand association and customer-based brand equity (ρ=0.420). Therefore, these results showed that in seafood restaurants there is a relationship between customer-based brand equity and purchase intention. In addition, brand loyalty, perceived quality, brand awareness and brand association allow to develop customer-based brand equity.
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