Citas bibligráficas
Cortegana, G., Prieto, M. (2021). Brand Image y Brand Loyalty con respecto a la compra online de alimentos orgánicos. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659794
Cortegana, G., Prieto, M. Brand Image y Brand Loyalty con respecto a la compra online de alimentos orgánicos. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659794
@misc{renati/399251,
title = "Brand Image y Brand Loyalty con respecto a la compra online de alimentos orgánicos.",
author = "Prieto Assurza, Mariafernanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The organic food market has been present in Peru for many years, growing and gaining relevance over time. Likewise, exponential growth has been observed in online shopping, so many brands have migrated to digital channels to satisfied the new needs of consumers and adapt to their new consumption habits. That is why this paper seeks to examine the role of brand image and brand loyalty for influence the online purchase intention of organic foods in the Peruvian context, in order to check if there is a significant relationship between the variables mentioned. A correlational research scope and a conclusive quantitative approach were adopted for the study. In addition, this will be a cross-sectional study, based on an infinite non-probabilistic sample of 400 consumers of organic food with an online survey methodology, Likert scale (5 points). Finally, the data analysis will be bivariate, from correlations, through the SPSS program, and multivariate analysis, from structural equations, through the Smart PLS program.
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