Template-Type: ReDIF-Article 1.0
Author-Name: Alejandra Montalvan Aratia
Author-Workplace-Name: Universidad Científica del Sur
Author-Name: Jazmin Cristhel Chirapa Romero
Author-Workplace-Name: Universidad Científica del Sur
Title: 	Valor de marca y la decisión de compra de los clientes de la marca Master Belle, Lima- Perú 2021
Abstract: The aim of the study was to establish the relationship between brand equity and the purchase decision of Master Belle brand customers, Lima - Peru 2021. The research assumed the quantitative approach, hypothetico-deductive model, the non-experimental cross-sectional correlational design. The 150 customers in the company database updated to 2021 were taken as the population; the sample used was made up of 109 customers of the brand. The study was carried out through a questionnaire and its reliability was obtained by the Cronbach’s alpha coefficient VM. (0,718) and DC. (0,863). The results indicated a direct and high relationship between the variables, with a Spearman Rho (0,639). In this way, the results showed that the brand equity is significantly related to purchase decision, that is, the greater the perception of a good development of the brand equity, the greater the purchase decision of customers towards Master Belle brand products will be
Classification-JEL: m: M30, M31, M39
Keywords:  consumer behavior; purchase decision; brand equity.
Journal: Ciencias Administrativas
Pages: 1-14
Issue: 23
Number: 1
Year: 2024
Month: January- June
DOI: 10.24215/23143738e125
File-URL: https://revistas.unlp.edu.ar/CADM/article/view/13434
File-Format: Application/pdf
Handle: RePEc:lap:recadm:184