Abstract
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.
Resumen
En este estudio se pretende detectar algunos antecedentes clave de la lealtad hacia la marca basándose en tres grupos de variables: involucramiento del consumidor, percepción de valor de marca y satisfacción del cliente. Preguntas de investigación que dieron pie a este estudio fueron: ¿qué variables de estos tres grupos tienen mayor impacto en las medidas de lealtad? ¿es consistente este impacto en las diferentes categorías de producto? La muestra se conformó por 649 consumidores separados en seis categorías de producto. Se realizaron análisis de regresión para cada categoría y para cada medida de lealtad. Las variables asociadas a la percepción de valor de la marca fueron las de mayor efecto sobre las medidas de lealtad. Particularmente, las variables que tuvieron mayor impacto en las distintas categorías fueron autoidentificación con la marca y calidad percibida de la marca.
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