Efectos de la personalidad de marca y rasgos culturales. Evidencia empírica para el caso de una bebida energética en Ecuador
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El presente estudio tiene como objetivo investigar la forma en la que los consumidores perciben la personalidad de una marca de bebida energética, e indagar cómo esta personalidad, además de los rasgos culturales de los encuestados, influye en la lealtad hacia la marca y en su intención de compra. Para este análisis se realizaron 400 encuestas a estudiantes de cuatro universidades de la ciudad de Cuenca en Ecuador, con las que se realizó un análisis factorial confirmatorio para determinar la fiabilidad y validez del instrumento de medida, y ecuaciones estructurales para despejar las hipótesis. Los resultados más importantes apuntan a que el efecto de la personalidad de marca y los rasgos culturales influyen positivamente en la intención de compra y en la lealtad hacia la marca.
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