Citas bibligráficas
Galindo, B., (2019). La relación entre el costo de adquisición, el valor emocional y el valor cultural de las marcas de calzado casual con la intención de compra por consumidores masculinos pertenecientes al NSE C de 20 a 24 años de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/627759
Galindo, B., La relación entre el costo de adquisición, el valor emocional y el valor cultural de las marcas de calzado casual con la intención de compra por consumidores masculinos pertenecientes al NSE C de 20 a 24 años de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/627759
@misc{renati/1286568,
title = "La relación entre el costo de adquisición, el valor emocional y el valor cultural de las marcas de calzado casual con la intención de compra por consumidores masculinos pertenecientes al NSE C de 20 a 24 años de Lima Metropolitana",
author = "Galindo Aguilar, Brian Antonio",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
The following research has been carried out in order to understand the relationship between the cost of acquisition, cultural value and emotional value with respect to the intention to buy casual footwear brands for a male audience of 20 to 24 years of age. First, the cost of acquisition is represented by two variables: (i) The monetary cost of the item and (ii) the opportunity cost of the customer who takes the time to go to the store, look for the product and, finally, pay for it. Second, cultural value has been represented by three variables: (i) The brand as a source of self-expression, (ii) the brand as a symbol of belonging to an amical or cultural group and (iii) the brand as an accessory to improve the perception of others about oneself. Third, the emotional value of a brand has been represented by three variables: (i) the brand as a guarantee of quality of its products, (ii) the brand as a source of satisfaction in the use of its products and (iii) finally, the brand as a source of motivation in the use of its products. After conducting surveys on a sample of 250 people, it is confirmed that there is a relationship between the cost of acquisition and the emotional value of the brand (independent variables) with the purchase intention respectively (dependent variable). All this due to the correlation analysis that confirms the significant relationship between these independent variables and the dependent variable of the study.
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