Bibliographic citations
Mesias, L., Lopez, L. (2020). Dimensiones de inbound marketing y brand equity con respecto a la intención de compra en la categoría de cosméticos en Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654532
Mesias, L., Lopez, L. Dimensiones de inbound marketing y brand equity con respecto a la intención de compra en la categoría de cosméticos en Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654532
@misc{sunedu/3092738,
title = "Dimensiones de inbound marketing y brand equity con respecto a la intención de compra en la categoría de cosméticos en Lima Metropolitana",
author = "Lopez Paico, Leyla Jackeline",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This paper aims to investigate the market for the beauty and personal care category has grown in recent years, especially in these times when the category had to look "compulsorily" to the online channel because of the COVID19 pandemic. This document aims to investigate the relationship of electronic word of mouth as an inbound marketing tool, the dimensions of brand equity, brand image and brand awareness with respect to purchase intent in the cosmetics category. To analyze the relationship, from the methodological point of view, a correlational research will be carried out with a quantitative approach and conclusive character that will be used in a sample of 400 women from the technique of digital survey.
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