Bibliographic citations
Torre, F., Soto, C. (2020). Elementos del brand equity y su relación con la intención de recompra en el rubro de cosméticos en mujeres de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654502
Torre, F., Soto, C. Elementos del brand equity y su relación con la intención de recompra en el rubro de cosméticos en mujeres de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654502
@misc{sunedu/3092721,
title = "Elementos del brand equity y su relación con la intención de recompra en el rubro de cosméticos en mujeres de Lima Metropolitana",
author = "Soto Misari, Carolina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This study focuses on the impact of the elements of brand equity in relation to the repurchase intention in the cosmetics category. In the first place, the positive effect that brand equity generates on the customer's behavioral intention based on the shopping experience offered, which leads to satisfaction, is pointed out. With this, brands can retain customers by establishing lasting relationships by driving buyback intent. Given this, the elements of the brand equity model proposed by Aaker such as brand loyalty, brand awareness, perceived quality and brand association address appropriate emotional contact points where repurchase is encouraged, which generates higher returns and a competitive advantage. solid. In sum, the research will differentiate itself in the variation of the level of importance of the dimensions of brand equity with respect to the category of cosmetics according to the Peruvian context. This study will focus on women residing in Metropolitan Lima who are between 25 and 35 years old who buy cosmetics. Surveys made up of statements regarding the four brand equity elements of the Aaker model and their relationship with the repurchase intention will be applied to said target audience. Finally, the responses will be measured according to the Likert scale.
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