Bibliographic citations
Alcántara, L., Pasco, R. (2025). Posicionamiento de marca y su influencia en la lealtad de los clientes de Audi Mannucci, Trujillo año 2024 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/57731
Alcántara, L., Pasco, R. Posicionamiento de marca y su influencia en la lealtad de los clientes de Audi Mannucci, Trujillo año 2024 [Tesis]. PE: Universidad Privada Antenor Orrego; 2025. https://hdl.handle.net/20.500.12759/57731
@misc{renati/1668538,
title = "Posicionamiento de marca y su influencia en la lealtad de los clientes de Audi Mannucci, Trujillo año 2024",
author = "Pasco García, Rosa Elvira",
publisher = "Universidad Privada Antenor Orrego",
year = "2025"
}
The objective of this research was to determine to what extent brand positioning influences Audi customer loyalty Mannucci, Trujillo 2024; For this purpose, a non- experimental, transversal, causal correlational design was used in a sample of 384 clients, using the survey as a technique and the instrument to collect data. The results indicate that the level of positioning is medium in 50%, the level of brand loyalty is medium in 52% of respondents; Positioning has a significant positive influence on the dimensions of loyalty (cognitive, affective, conative and in action) by obtaining Nagelkerke Pseudo R-squared values of 0.601, 0.912, 0.501 and 0.516 respectively. Likewise, a Nagelkerke Pseudo R-squared of 0.628 was obtained, which indicates that 62.8% of the variations in the brand loyalty variable are due to the brand positioning variable, so it is concluded that brand positioning has a positive influence significant in the brand loyalty of Audi Mannucci, Trujillo 2024
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