Citas bibligráficas
Mendoza, T., (2024). Valor de marca en una marca local de comida rápida en intención de compra de millenials, Chiclayo 2022 [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7988
Mendoza, T., Valor de marca en una marca local de comida rápida en intención de compra de millenials, Chiclayo 2022 []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2024. http://hdl.handle.net/20.500.12423/7988
@misc{renati/1107104,
title = "Valor de marca en una marca local de comida rápida en intención de compra de millenials, Chiclayo 2022",
author = "Mendoza Vasquez, Teresa de Jesus",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2024"
}
The present study was carried out because we live in a world of constant change and high competition, where local fast food brands in Chiclayo do not have an adequate positioning in the consumer's mind compared to the international franchises established in our town, which is why This was proposed as a general objective, to determine the influence of brand value on the purchase intention of a local fast food brand in Chiclayan millennials. The model proposed by Kyguoliene & Zikiene, 2021, who evaluated the constructs in brands of a category of food products, was taken as a basis. This document aims to contribute to society and the scientific community by providing strategic support to brand owners who work with this approach and managers respectively. The quantitative approach was used, basic type, explanatory level and non-experimental-cross-sectional design, using Cronbach's Alpha for instrument reliability and validity by expert judgment, having as a sample customers of a local fast food brand, with a total of 385 people surveyed without distinction of gender. In the statistical part, simple random sampling, SPSS V.26 and Microsoft Excel were used. Finally, it was concluded that millennial consumers have a regular brand value and purchase intention in said local fast food brand, emphasizing that the knowledge dimension does not significantly influence purchase intention.
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