Citas bibligráficas
Rodriguez, V., Caballero, J. (2023). Congruencia de personalidad, apego de marca, actividades de marketing en redes sociales en relación a la lealtad de marca en fragancias premium [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668884
Rodriguez, V., Caballero, J. Congruencia de personalidad, apego de marca, actividades de marketing en redes sociales en relación a la lealtad de marca en fragancias premium [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/668884
@misc{renati/1294705,
title = "Congruencia de personalidad, apego de marca, actividades de marketing en redes sociales en relación a la lealtad de marca en fragancias premium",
author = "Caballero Guzman, Jorge Andre",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This research work highlights the findings and discoveries about the relationship between the variables of personality congruence, brand attachment, social media marketing activities and brand loyalty in the premium fragrance sector. The research results indicate that there are significant relationships between personality congruence and brand attachment, and both at the same time with brand loyalty. In addition, it is shown that marketing activities in networks have an effect on loyalty towards the premium fragrance brand. Finally, a quantitative methodology is proposed to analyze the relation between of the variables in the Peruvian context, for which an online questionnaire would be developed for 400 people who have purchased a premium fragrance in a maximum period of 4 months. The results would be analyzed using the Smart PLS software.
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