Bibliographic citations
Soto, B., Decheco, M. (2020). Brand communities, social support, brand engagement en relación al brand loyalty en la categoría de clothing retail [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655614
Soto, B., Decheco, M. Brand communities, social support, brand engagement en relación al brand loyalty en la categoría de clothing retail [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655614
@misc{sunedu/3093370,
title = "Brand communities, social support, brand engagement en relación al brand loyalty en la categoría de clothing retail",
author = "Decheco Castro, Maria Claudia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The present research is aimed to analyze the category of clothing retail in the Peruvian context. Currently, the consumer takes more account of the performance of a brand, not on how many channels it is present because the most important things are the strategies they use in the customer relationship. Thanks to the type of content that can induce purchases through the online or offline channel, migrating between these channels, during the purchase process. Different brands have been able to recognize the importance of Social Commerce, this being a new development of e-commerce generated by the use of social networks to empower customers to interact on the Internet. In this way, the different identified variables will allow knowing the effectiveness of the communication of brands on social networks. Therefore, this research will take into account the study of four variables, Brand Communities, Brand engagement, Social Support, and Brand loyalty. This study is based on various researches that have used a quantitative methodology. Thus, the input of different authors had been contrasted and related to the selected variables. Finally, this work is expected to show the theoretical basis if there is a relationship between social support and brand communities and, if this usually implies the development of brand commitment and brand loyalty.
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