Citas bibligráficas
Rojas, C., Zarate, V. (2024). El efecto de la experiencia en la lealtad de marca de los eventos comerciales en Lima Metropolitana en el año 2022 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/21691
Rojas, C., Zarate, V. El efecto de la experiencia en la lealtad de marca de los eventos comerciales en Lima Metropolitana en el año 2022 []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/21691
@misc{renati/1442336,
title = "El efecto de la experiencia en la lealtad de marca de los eventos comerciales en Lima Metropolitana en el año 2022",
author = "Zarate Montesinos, Valeria Fernanda",
publisher = "Universidad de Lima",
year = "2024"
}
In recent years, the brand experience at commercial events has become more relevant, becoming a determining variable in the construction of brand loyalty. Because brands are betting on developing events, in which they can get closer to their external and internal audiences. Thus, they choose to hold these events for each product launch, campaign, brand reinforcement, among other occasions. Consequently, it has been necessary to delve deeper into how consumers' experiences at these events can influence increasing their brand loyalty. Therefore, this thesis focuses on knowing the relationship between the two mentioned variables. The independent variable, brand experience, is defined as the responses and attitudes that the individual produces when faced with stimuli. Through it, users manage to achieve a greater connection with the brand and even develop loyalty towards it. The dependent variable, brand loyalty, is defined as getting the customer to repeatedly buy the product and service over time, in addition to recommending that others do so as referring to the brand positively. The results of the research on the relationship between experience and brand loyalty were significant, because it is evident that the independent variable strongly and positively influences brand loyalty in commercial events.
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