Searching most influential variables to brand loyalty measurements: An exploratory study [Buscando las variables con mayor influencia en mediciones de lealtad: un estudio exploratorio]
| dc.creator | Jorge Luis Graciano Vera Martínez | |
| dc.creator | María Andrea Trujillo León | |
| dc.date | 2017 | |
| dc.date.accessioned | 2018-10-19T14:22:18Z | |
| dc.date.available | 2018-10-19T14:22:18Z | |
| dc.description | This research attempts to detect some brand loyalty key specific antecedent variables based on three groups of measurements: consumer involvement, perceived brand value (consumer brand equity), and customer satisfaction. Questions that drove the study were: which variables from which of the three dimensions would have the major effect on loyalty measurements? Would the explicatory variables be consistent across all product categories? 649 respondents were divided into six product categories. Regression models were obtained for each product category and for each loyalty measurement. Perceived brand value variables tended to have the higher impact on loyalty measurements. Self-identification with the brand (self-congruence) and perceived brand quality tended to be the variables with the major effect on loyalty measurements across all product categories. © 2017 Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración | |
| dc.identifier.doi | 10.1016/j.cya.2016.04.007 | |
| dc.identifier.endpage | 624 | |
| dc.identifier.issn | 1861042 | |
| dc.identifier.issue | 2 | |
| dc.identifier.startpage | 600 | |
| dc.identifier.uri | http://hdl.handle.net/11285/630676 | |
| dc.identifier.volume | 62 | |
| dc.language | eng | |
| dc.language | spa | |
| dc.publisher | Universidad Nacional Autonoma de Mexico | |
| dc.relation | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85014079168&doi=10.1016%2fj.cya.2016.04.007&partnerID=40&md5=d8c3c547f6ee14d7f4b801dd22cb00cb | |
| dc.relation | Investigadores | |
| dc.relation | Estudiantes | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0 | |
| dc.source | Contaduria y Administracion | |
| dc.subject.classification | 7 INGENIERÍA Y TECNOLOGÍA | |
| dc.title | Searching most influential variables to brand loyalty measurements: An exploratory study [Buscando las variables con mayor influencia en mediciones de lealtad: un estudio exploratorio] | |
| dc.type | Artículo | |
| refterms.dateFOA | 2018-10-19T14:22:18Z |
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