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Chirinos, D., Mazuelos, A. (2021). Relación entre autocongruencia, apego a la marca y compras impulsivas [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659757
Chirinos, D., Mazuelos, A. Relación entre autocongruencia, apego a la marca y compras impulsivas [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659757
@misc{renati/399228,
title = "Relación entre autocongruencia, apego a la marca y compras impulsivas",
author = "Mazuelos Ordoñez, Alessandra Milagros",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Title: Relación entre autocongruencia, apego a la marca y compras impulsivas
Other Titles: Relationship between self-congruence, brand attachment and impulsive purchase
Advisor(s): Guardamino Baskovich, Romy
Keywords: Compra impulsiva; Apego a la marca; Valor de marca; Autocongruencia real; Impulsive purchase; Brand attachment; Brand value; Actual self-congruence
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 8-Jul-2021
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: El presente trabajo consiste en un análisis de la relación entre autocongruencia, apego a la marca, y la compra impulsiva. Para el estudio se tomó en cuenta papers relacionados con la compra impulsiva, y cómo se desencadena a través del apego emocional hacia las marcas, lo que hace que los consumidores desarrollan esta conducta. Además, se busca conocer principalmente la influencia de la autocongruencia real e ideal en el apego a la marca, planteando una visión integradora entre los tres conceptos. Esto implica un estudio cuantitativo que abarca realizar 400 encuestas a personas que realizan compras online y offline no planificadas de forma quincenal.
The present work consists of an analysis of the relationship between self-consistency, brand attachment, and impulsive buying. For the study, papers related to impulsive buying were taken into account, and how it is triggered through emotional attachment to brands, which causes consumers to develop this behavior. In addition, it is mainly sought to know the influence of real and ideal self-congruence in the attachment to the brand, proposing an integrating vision between the three concepts. This implies a quantitative study that covers 400 surveys of people who make unplanned online and offline purchases every fortnight.
The present work consists of an analysis of the relationship between self-consistency, brand attachment, and impulsive buying. For the study, papers related to impulsive buying were taken into account, and how it is triggered through emotional attachment to brands, which causes consumers to develop this behavior. In addition, it is mainly sought to know the influence of real and ideal self-congruence in the attachment to the brand, proposing an integrating vision between the three concepts. This implies a quantitative study that covers 400 surveys of people who make unplanned online and offline purchases every fortnight.
Link to repository: http://hdl.handle.net/10757/659757
Discipline: Comunicación y Marketing
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Bachiller en Comunicación y Marketing
Register date: 3-May-2022
This item is licensed under a Creative Commons License
