Citas bibligráficas
Loyola, C., Urquiza, M. (2022). Reputación corporativa y preferencia de marca en los clientes del lavadero de vehículos Clean Car en Trujillo, 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/31466
Loyola, C., Urquiza, M. Reputación corporativa y preferencia de marca en los clientes del lavadero de vehículos Clean Car en Trujillo, 2020 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/31466
@misc{sunedu/4101444,
title = "Reputación corporativa y preferencia de marca en los clientes del lavadero de vehículos Clean Car en Trujillo, 2020",
author = "Urquiza Alfaro, Mario Alejandro",
publisher = "Universidad Privada del Norte",
year = "2022"
}
The objective of this research work is to determine the relationship between corporate reputation and brand preference in the clients of the Clean Car Car-Wash in Trujillo, 2020. For its development, a non-experimental investigation was used, with a correlational approach and cross section; applying as a technique the survey and its instruments the questionnaire to a sample of 285 clients. After measuring the levels of corporate reputation and brand preference through their respective instruments, the Spearman correlation statistic was used; with which it was determined that there is a direct and significant relationship between corporate reputation and brand preference in car wash customers. The results of the research show that there is a direct and significant relationship between corporate reputation and brand preference in the clients of the Clean Car wash in Trujillo, 2020 with a correlation value of Rho = 0.675 and a level of significance of 0.00. Therefore, research shows that the higher the level of corporate reputation a company exhibits, the greater the brand preference of consumers.
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