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

Daniela Zaharia Seinfeld, Hernán Talledo Flores

Resultado de la investigación: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

Resumen

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.

Idioma originalInglés
Título de la publicación alojadaCommunication and Smart Technologies - Proceedings of ICOMTA 2021
EditoresÁlvaro Rocha, Daniel Barredo, Paulo Carlos López-López, Iván Puentes-Rivera
EditorialSpringer Science and Business Media Deutschland GmbH
Páginas446-457
Número de páginas12
ISBN (versión impresa)9789811657917
DOI
EstadoPublicada - 2022
Publicado de forma externa
EventoInternational Conference on Communication and Applied Technologies, ICOMTA 2021 - Bogotá, Colombia
Duración: 1 sep 20213 sep 2021

Serie de la publicación

NombreSmart Innovation, Systems and Technologies
Volumen259 SIST
ISSN (versión impresa)2190-3018
ISSN (versión digital)2190-3026

Conferencia

ConferenciaInternational Conference on Communication and Applied Technologies, ICOMTA 2021
País/TerritorioColombia
CiudadBogotá
Período1/09/213/09/21

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