Bibliographic citations
Arenas, S., Aguilar, K. (2020). Efectos del Brand Love y Brand Equity en la intención de recompra de las marcas dermocosméticas en las consumidoras de 25 a 55 años del NSE A y B de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654586
Arenas, S., Aguilar, K. Efectos del Brand Love y Brand Equity en la intención de recompra de las marcas dermocosméticas en las consumidoras de 25 a 55 años del NSE A y B de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654586
@misc{renati/393551,
title = "Efectos del Brand Love y Brand Equity en la intención de recompra de las marcas dermocosméticas en las consumidoras de 25 a 55 años del NSE A y B de Lima Metropolitana",
author = "Aguilar Orozco, Katia Elizabeth",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The purpose of this research work is to determine if there is a significant relationship between the variables Brand Equity, Brand Love and Repurchase intention. Also, it aims to determine the effect generated by the variables mentioned above in the dermocosmetics category. In addition, the study focuses on the dimensions of Brand Equity proposed by David Aaker, which are: loyalty, quality, association and brand awareness. To carry out the research, the correlational methodology was used, where two independent variables Brand Equity and Brand Love are analyzed, which will help to identify the relationship with the dependent variable Repurchase intention. Likewise, the relationship that each dimension of Brand Equity may have with respect to the repurchase intention will be studied. The research will have a quantitative approach, therefore, surveys will be conducted on consumers in the dermocosmetics category from 25 to 55 years of NSE A and B. For this, the sample will be made up of 250 people belonging to the city of Lima. A non-probabilistic sampling will be carried out, therefore the selection of the sample will be for convenience.
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