Citas bibligráficas
Rivas, A., Delgado, J. (2022). Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021. [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/5314
Rivas, A., Delgado, J. Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021. []. PE: Universidad Andina del Cusco; 2022. https://hdl.handle.net/20.500.12557/5314
@misc{renati/17859,
title = "Valor de marca en los consumidores Millennials del restaurante Green Point de la ciudad del Cusco - 2021.",
author = "Delgado Yupanqui, Joseth",
publisher = "Universidad Andina del Cusco",
year = "2022"
}
This research work entitled Brand value in millennial consumers of the Green Point restaurant in the city of Cusco - 2021, had as general objective: to know how is the brand value in millennial consumers of the Green Point restaurant in the city of Cusco, for which the brand value model proposed by Aaker was used. It was a basic type of research, quantitative approach and non- experimental design; for the collection of information the questionnaire was considered as an instrument, 125 millennial customers of the place were surveyed, a survey of 26 questions was applied, information that was subjected to the statistical reliability of Cronbach's Alpha, reaching the following results: it is concluded that the brand value in millennial consumers of the Green Point restaurant in the city of Cusco in the period 2021 is of regular level with an average of 3. 37, analyzed from the dimensions brand awareness which reached an average of 3.23, brand identity obtained an average of 3.41, perceived quality obtained an average of 3.29, and brand loyalty obtained an average of 3.15. These results are due to the fact that the company has not yet succeeded in establishing its brand in the millennial consumer's mind.
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