Citas bibligráficas
Chirinos, D., Mazuelos, A. (2021). Relación entre autocongruencia, apego a la marca y compras impulsivas [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659757
Chirinos, D., Mazuelos, A. Relación entre autocongruencia, apego a la marca y compras impulsivas [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659757
@misc{sunedu/3130552,
title = "Relación entre autocongruencia, apego a la marca y compras impulsivas",
author = "Mazuelos Ordoñez, Alessandra Milagros",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The present work consists of an analysis of the relationship between self-consistency, brand attachment, and impulsive buying. For the study, papers related to impulsive buying were taken into account, and how it is triggered through emotional attachment to brands, which causes consumers to develop this behavior. In addition, it is mainly sought to know the influence of real and ideal self-congruence in the attachment to the brand, proposing an integrating vision between the three concepts. This implies a quantitative study that covers 400 surveys of people who make unplanned online and offline purchases every fortnight.
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