Estimation of an econometric model to determine the intention to repurchase a brand


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Title Estimation of an econometric model to determine the intention to repurchase a brand
Estimación de un modelo econométrico para determinar la intención de recompra de una marca
Creator Otero Gómez, María Cristina
Díaz Castro, Javier
Giraldo Pérez, Wilson
Subject Repurchase intention
Word of mouth
Electronic word of mouth
Brand love
Perceived quality
Intención de recompra
Boca a boca
Boca a boca electrónico
Amor a la marca
Calidad percibida
Description The objective of this article is to estimate a model that allows determining the variables that explain the repurchase intention the brand of functional products. The independent variables considered for the study are word of mouth, electronic word of mouth, brand love, perceived quality, perceived value, brand personality, organizational associations and awareness. Also, the repurchase intention has been taken as a dependent variable. For the selection of informants were taken into account those young people who had purchased products from a brand responsible for manufacturing goods with technological innovation in briefcases, clothing and accessories. This quantitative research had a total of 306 respondents. The results show that the determining variables in repurchase intention are traditional word of mouth, love of the brand and perceived quality.
El objetivo del presente artículo consiste en estimar un modelo que permita determinar las variables que explican la intención de recompra de una marca de productos funcionales. Las variables independientes consideradas para el estudio son: boca a boca tradicional, boca a boca electrónico, amor a la marca, calidad percibida, valor percibido, personalidad de marca, asociaciones organizacionales y notoriedad. Asimismo, se ha tomado como variable dependiente la intención de recompra. Para la selección de informantes se tuvieron en cuenta aquellos jóvenes que habían comprado productos de una marca encargada de fabricar bienes con innovación tecnológica en maletines, ropa y accesorios. Esta investigación cuantitativa contó con un total de 306 encuestados. Los resultados demuestran que las variables determinantes en la intención de recompra son el boca a boca tradicional, el amor a la marca y la calidad percibida.
Publisher Rafael Nuñez University Corporation
Date 2021-06-29
Type info:eu-repo/semantics/article
Source Aglala; Vol. 12 Núm. 1 (2021): Revista Aglala
Aglala; Vol. 12 No. 1 (2021): Aglala Journal
Language spa
Rights Derechos de autor 2021 María Cristina Otero Gómez

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