Bibliographic citations
Paiva, G., Hidrobo, M. (2021). Experiencia de marca, confianza de marca, compromiso de marca en relación a la lealtad de marca en productos electrónicos [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/661439
Paiva, G., Hidrobo, M. Experiencia de marca, confianza de marca, compromiso de marca en relación a la lealtad de marca en productos electrónicos [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/661439
@misc{sunedu/3310371,
title = "Experiencia de marca, confianza de marca, compromiso de marca en relación a la lealtad de marca en productos electrónicos",
author = "Hidrobo Herrera, María Francisca",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The purpose of this research is to analyze the relationship between the variables brand experience, brand trust, brand commitment and brand loyalty in the category of electronic products. This is due to the changing perception of the category generated by the pandemic context, making these products commodities rather than being luxury. For this reason, in this study it was considered appropriate to carry out a questionnaire with a sample of 400 people who have the characteristics and filters necessary to be considered as study agents. In addition, in order to validate the hypotheses and the analysis of the different statistics proposed, the structural equations to be evaluated through the SPSS program will be taken into account in the SmartPLS 2.0 software.
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