Bibliographic citations
Fuero, F., Lavado, A. (2023). La auto congruencia en la identificación de marcas de smartphones del consumidor [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668538
Fuero, F., Lavado, A. La auto congruencia en la identificación de marcas de smartphones del consumidor [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/668538
@misc{renati/406856,
title = "La auto congruencia en la identificación de marcas de smartphones del consumidor",
author = "Lavado Tello, Abigail Jazmine",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The purpose of this research is to identify the relationship between self-congruence and brand identification and to be able to analyze what it means to have a high or low self-congruence. Self-congruence and brand identification are the main variables within the study. From these variables start the variables: social and emotional value. In this way, through the development of these variables, it will be possible to determine how influential these values are in the consumer and if they interfere with self-congruence in brand identification. For this, it is intended to carry out online surveys following a non-probabilistic sampling among men and women between 18 and 24 years old, who belong to generation Z and who have a smartphone in Metropolitan Lima. From the compilation of recent sources, the following work has been elaborated, with the objective of reporting in greater detail on the subject and looking for the relationship between the variables.
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