Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

Daniela Zaharia Seinfeld; Hernán Talledo Flores

doi:10.1007/978-981-16-5792-4_44

Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

Daniela Zaharia Seinfeld, Hernán Talledo Flores

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.

Original language	English
Title of host publication	Communication and Smart Technologies - Proceedings of ICOMTA 2021
Editors	Álvaro Rocha, Daniel Barredo, Paulo Carlos López-López, Iván Puentes-Rivera
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	446-457
Number of pages	12
ISBN (Print)	9789811657917
DOIs	https://doi.org/10.1007/978-981-16-5792-4_44
State	Published - 2022
Externally published	Yes
Event	International Conference on Communication and Applied Technologies, ICOMTA 2021 - Bogotá, Colombia Duration: 1 Sep 2021 → 3 Sep 2021

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	259 SIST
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Communication and Applied Technologies, ICOMTA 2021
Country/Territory	Colombia
City	Bogotá
Period	1/09/21 → 3/09/21

Keywords

Brand equity
Brand image
Brand loyalty
Brand trust
Perceived quality
Purchase intention

Access to Document

10.1007/978-981-16-5792-4_44

Cite this

Zaharia Seinfeld, D., & Talledo Flores, H. (2022). Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students. In Á. Rocha, D. Barredo, P. C. López-López, & I. Puentes-Rivera (Eds.), Communication and Smart Technologies - Proceedings of ICOMTA 2021 (pp. 446-457). (Smart Innovation, Systems and Technologies; Vol. 259 SIST). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-16-5792-4_44

Zaharia Seinfeld, Daniela ; Talledo Flores, Hernán. / Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students. Communication and Smart Technologies - Proceedings of ICOMTA 2021. editor / Álvaro Rocha ; Daniel Barredo ; Paulo Carlos López-López ; Iván Puentes-Rivera. Springer Science and Business Media Deutschland GmbH, 2022. pp. 446-457 (Smart Innovation, Systems and Technologies).

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title = "Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students",

abstract = "This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach{\textquoteright}s Alpha and using the item-Factor correlation to eliminate the least influential indicators.",

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Zaharia Seinfeld, D & Talledo Flores, H 2022, Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students. in Á Rocha, D Barredo, PC López-López & I Puentes-Rivera (eds), Communication and Smart Technologies - Proceedings of ICOMTA 2021. Smart Innovation, Systems and Technologies, vol. 259 SIST, Springer Science and Business Media Deutschland GmbH, pp. 446-457, International Conference on Communication and Applied Technologies, ICOMTA 2021, Bogotá, Colombia, 1/09/21. https://doi.org/10.1007/978-981-16-5792-4_44

Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students. / Zaharia Seinfeld, Daniela; Talledo Flores, Hernán.

Communication and Smart Technologies - Proceedings of ICOMTA 2021. ed. / Álvaro Rocha; Daniel Barredo; Paulo Carlos López-López; Iván Puentes-Rivera. Springer Science and Business Media Deutschland GmbH, 2022. p. 446-457 (Smart Innovation, Systems and Technologies; Vol. 259 SIST).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Zaharia Seinfeld, Daniela

AU - Talledo Flores, Hernán

PY - 2022

Y1 - 2022

N2 - This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.

AB - This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.

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Y2 - 1 September 2021 through 3 September 2021

ER -

Zaharia Seinfeld D, Talledo Flores H. Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students. In Rocha Á, Barredo D, López-López PC, Puentes-Rivera I, editors, Communication and Smart Technologies - Proceedings of ICOMTA 2021. Springer Science and Business Media Deutschland GmbH. 2022. p. 446-457. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-16-5792-4_44

Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

Abstract

Publication series

Conference

Keywords

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