Bibliographic citations
Pairasamán, K., Valerio, J., Ramírez, K., Arellano, G. (2020). Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso chifa y comida china [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15804
Pairasamán, K., Valerio, J., Ramírez, K., Arellano, G. Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso chifa y comida china []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15804
@mastersthesis{sunedu/2655607,
title = "Influencia del valor percibido de marca bajo la perspectiva del cliente en la intención de compra: caso chifa y comida china",
author = "Arellano Rivera, Gloria Carmela",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
Brand equity has gained importance in recent years, and therefore, several investigations have focused on the study not only the variables that have been identified, but also its strong influence on the purchase intention. In this context, the present study has the purpose of measuring the influence of brand equity upon the purchase intention from the point of view of consumers of Chinese food and chifas of Metropolitan Lima. For this purpose, the model of Calvo-Porral, Martínez-Fernández, Juanatey-Boga (2013) has been used, considering some constructs like: notoriety, perceived quality, image or associations and loyalty of the brand, like constitutive of the brand value, and in turn, takes into account their influence on the purchase intention. Thus, from the data obtain from surveys, made to 387 people in Metropolitan Lima, aged between 25 and 55 years of age, the relationship of these variables was determined, based on the model to be studied and using as a tool the Path Analysis. In this regard, this evaluation allowed to verify the influence of brand equity on the purchase intention, taking into account the responses of consumers, and in turn, allowed statistically verify the other relationships that the model incorporated. As a result of the present investigation it was demonstrated that the variable "notoriety" positively influences the variables "perceived quality" and "brand image or association", and both also positively influences the “loyalty”, which in turn affects the brand equity. Finally, the results allow us to confirm that this value exerts a positive influence on the purchase intention for the Chinese and chifa restaurants studied.
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