Bibliographic citations
Carrasco, V., Bravo, A., Bruno, E., Montenegro, J. (2020). Influencia del valor percibido de marca desde la perspectiva del consumidor en la intención de compra: caso de comida regional norteña en Lima Metropolitana [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15980
Carrasco, V., Bravo, A., Bruno, E., Montenegro, J. Influencia del valor percibido de marca desde la perspectiva del consumidor en la intención de compra: caso de comida regional norteña en Lima Metropolitana []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15980
@mastersthesis{sunedu/2660588,
title = "Influencia del valor percibido de marca desde la perspectiva del consumidor en la intención de compra: caso de comida regional norteña en Lima Metropolitana",
author = "Montenegro Limo, José Guillermo",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The following investigation was carried out in Metropolitan Lima and aims to analyze the influence of the consumer-based brand equity in the purchase intention in selected restaurants of northern regional food. We have proposed a model which we have analyzed and has as a research base the models of Tran & Le (2016) and the model of Schivinski & Dabrowski (2015). In the literature review, the main research concepts were identified as consumerbased brand equity and purchase intention; then we proceeded to describe some models proposed by different authors related to the subject studied in order to know various forms of research used previously; also, comes the description of the proposed model, which bases this research, then the problem of the research was presented, which was analyzed and studied to understand the relationship between the consumer-based brand equity in the intention of purchase in selected restaurants of northern regional food within Metropolitan Lima. On the other hand for the design of the research, the instrument used was a virtual survey, the process for determining the sample and data collection was also established. To achieve the objective, the IBM SPSS Statistics 24 software was used to perform the statistical analysis, the tools used were Cronbach's alpha and linear regression, consequently after having used the tools mentioned, the results, and findings of the analysis of the present investigation by construct, it was also shown if the hypotheses of the model are valid or not and a summary of the results of the survey. Finally, our appreciation was expressed based on everything analyzed during this investigation and the results obtained after the statistical analyzes. As a result of all the work we have suggested general conclusions and recommendations.
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