Bibliographic citations
Vela, N., Vidal, V. (2020). Brand Community en relación al Customer Engagement y Brand Loyalty de las marcas de ropa juvenil [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654505
Vela, N., Vidal, V. Brand Community en relación al Customer Engagement y Brand Loyalty de las marcas de ropa juvenil [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654505
@misc{renati/1288929,
title = "Brand Community en relación al Customer Engagement y Brand Loyalty de las marcas de ropa juvenil",
author = "Vidal Del Carpio, Verónica Elizabeth",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This text explains the current importance of social networks since they are an essential part of the strategic plans of each brand since a relationship is built over time with users. The communication that is transmitted on digital platforms influences the community, also called the Brand Community, which interacts daily in a positive or negative way depending on the consumer experience. This is how a community maintains constant feedback on their experiences or thoughts that motivate each other to buy back or also to improve the reputation of the brand. Interactions in the digital world by the Brand Community are seen as the result of a commitment that is maintained with the brand, this is called Customer Engagement. The followers of the brand, motivated by the value they represent for them and by their experiences, develop Brand Loyalty. The feeling that brands are looking for their consumers to have towards them, since it is a relationship that lasts over time and can hardly be broken. The main objective of this research is to analyze the relationship of how these 3 variables are related to each other and to highlight the importance that must be had within the framework of brand priorities.
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