Bibliographic citations
Zaplana, D., Bullón, W., López, J., Vigo, F. (2020). Influencia del valor percibido de marca bajo la perspectiva del consumidor en la intención de compra: caso de la cocina italiana [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/16139
Zaplana, D., Bullón, W., López, J., Vigo, F. Influencia del valor percibido de marca bajo la perspectiva del consumidor en la intención de compra: caso de la cocina italiana []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/16139
@mastersthesis{sunedu/2660273,
title = "Influencia del valor percibido de marca bajo la perspectiva del consumidor en la intención de compra: caso de la cocina italiana",
author = "Vigo Morán, Fiorella Maribel",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The main objective of this research is to determine the level of influence of the perceived brand value from the consumer’s perspective in the purchase intention, in the case of Italian cuisine. Based on the literature review, the proposed brand value scale, based on the consumer, was built with five variables: brand loyalty, brand associations, brand awareness, brand perceived quality and brand confidence. In consequence, the purchase intention was established based on the variable brand value. Next, an initial pilot test was conducted (n = 30) where the reliability of the measurement instrument was validated. The main study included data collected from a sample of Italian cuisine consumers (n = 222) in selected districts of Lima. Subsequently, through the methodology of structural equations it was confirmed that out of the five variables that influence brand value, those that impact it the most in a positive manner are: brand loyalty (33%), brand awareness (32%) and trust in the brand (32%). Furthermore, the construct brand value influences 40% of the purchase intention from the perspective of the consumer. Finally, the results of this research contribute to a better decision making for commercial management, such as developing measurement techniques of purchasing intention to obtain information on market trends for the development of new products or services, or improve existing ones focused on the consumer.
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