Bibliographic citations
Tarma, L., (2020). El rol de las dimensiones del Brand Equity en la decisión de elegir un banco, en personas de 20 a 25 años de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652049
Tarma, L., El rol de las dimensiones del Brand Equity en la decisión de elegir un banco, en personas de 20 a 25 años de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652049
@misc{renati/1792175,
title = "El rol de las dimensiones del Brand Equity en la decisión de elegir un banco, en personas de 20 a 25 años de Lima Metropolitana",
author = "Tarma Rebaza, Luis Renato",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The objective of this research is to determine the role of the dimensions of brand equity in the decision to choose a bank, in people from 20 to 25 years old in Lima. The purpose of the study is to identify which variables present a greater correlation with the choice of a bank. The variables analysed were: Brand Awareness, Brand Association, Brand Loyalty and Brand Activity In this study, two research techniques were used, in-depth interviews and surveys. The first consisted in the elaboration of two in-depth interviews for each target group, in which a guide of questions distributed in blocks with different objectives each one was developed. The second technique also had blocks of questions, which served as support for this research. Finally, we sought to validate the specific hypotheses by developing a correlation analysis with the results obtained in the quantitative study. The main findings were that, although all the dimensions of brand equity affect the consumer in the decision to choose a product and/or service, within them there are dimensions that are more relevant and influence in a more profound way the choice of a bank.
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