Citas bibligráficas
Chemello, D., Quiroz, B. (2024). Influencia del respaldo de celebridades, calidad percibida y confianza en la marca en la intención de compra de cosméticos de celebridades [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673819
Chemello, D., Quiroz, B. Influencia del respaldo de celebridades, calidad percibida y confianza en la marca en la intención de compra de cosméticos de celebridades [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673819
@misc{renati/417622,
title = "Influencia del respaldo de celebridades, calidad percibida y confianza en la marca en la intención de compra de cosméticos de celebridades",
author = "Quiroz Muñante, Britney Estefania",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The purpose of this research is to determine how celebrity endorsement and perceived quality generate brand trust and purchase intent for celebrity cosmetics. This study is relevant due to the current context of the reach of celebrities in social networks, where the question that arises is what are the aspects of celebrities that favor this success. The research considered three dimensions to measure celebrity endorsement: attractiveness, integrity, and familiarity. The data was obtained through an online survey of 400 women between the ages of 18 and 30 who have purchased cosmetics from celebrities in the last 6 months, using a type of non-probabilistic convenience sampling. The model was estimated using the partial least squares structural equation model (PLS-SEM) technique.
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