Bibliographic citations
Gallardo, A., Zavala, G. (2021). Perceived Quality y Brand Awareness en relación al Brand Loyalty y Overall Brand Equity en productos FMCG en Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659087
Gallardo, A., Zavala, G. Perceived Quality y Brand Awareness en relación al Brand Loyalty y Overall Brand Equity en productos FMCG en Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659087
@misc{sunedu/4387518,
title = "Perceived Quality y Brand Awareness en relación al Brand Loyalty y Overall Brand Equity en productos FMCG en Lima Metropolitana",
author = "Zavala Guevara, Gino Alonso",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The main purpose of this study is to analyze the relationship of Brand awareness, Perceived quality, Brand loyalty and Overall brand equity in Fast Moving Consumer Goods (FMCG) products in Metropolitan Lima. In order to develop this study, papers related to the dimensions that explain consumer based Brand equity were collected, these papers specify the corresponding importance of each dimension in the evaluation of overall brand equity. The models applied by Aaker, Yoo and Donthu are especially significant for this study. Likewise, it seeks to know the impact of these variables based on the consumer in the FMCG category, for which a quantitative study will be applied that will include 400 surveys.
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