Bibliographic citations
Bruggo, W., Gutierrez, D., Damián, J., Bazán, A. (2020). Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pastelerías [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15807
Bruggo, W., Gutierrez, D., Damián, J., Bazán, A. Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pastelerías []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15807
@mastersthesis{sunedu/2651498,
title = "Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso pastelerías",
author = "Bazán Palomino, Aída",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The main objective of the present investigation is to know the influence perceived of brand equity from the perspective of the customer in the purchase intention, based on the conceptual framework of the seminal models of Aaker and Keller, in the bakery sector in Lima, Peru, between April and July 2019. This research was defined as quantitative and non-experimental, transversal, descriptive and correlational-causal, given that a problem arises and the research hypotheses seek to determine the degree to which the variables are associated (Hernández, Fernández and Baptista, 2010). For the data collection the sample was defined based on probabilistic sampling by cluster, through a sample under defined conditions; and then through nonprobabilistic sampling for convenience, the total sample was reached due to its easy access, for this the electronic survey was used, for the advantage of availability, geographical flexibility and low cost (Zikmund and Babin, 2009). The research has considered three patisseries: La Mora Pastelería & Café, San Antonio and Dolce Capriccio, nominated in the top 20 of the Summum Peru 2018 ranking, and allowed to know the variables of brand equity that influence the purchase intention; Likewise, identify those that are less remarkable for the study sector in order to obtain relevant information that is useful for planning marketing strategies that help to generate greater profitability and efficiency in organizations. The results allowed us to know that the intention of buying customers is impacted by (a) brand awareness, which is the ability to identify a brand without the need to have a product in front fo them (Keller, 1993); (b) the perceived quality, which is the perception that a customer has about the superiority of one product over another (Aaker, 1991); and (c) the brand equity in which the loyalty association (core of brand equity, Aaker 1991) and image towards the brand, are combined as traits of strength in the market.
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