Atmósfera, valor de marca de la enseña y lealtad en el contexto colombiano

Edwin Lora Porras; Alejandro Mollá Descals; Irene Gil Saura

doi:10.18046/j.estger.2023.169.6136

Atmosphere, brand equity of the banner and loyalty in the Colombian context

Authors

Edwin Lora Porras Profesor, Facultad de Administración y Turismo, Institución Universitaria Mayor de Cartagena, Cartagena, Colombia. https://orcid.org/0009-0001-6731-3891
Alejandro Mollá Descals Catedrático, Departamento de Comercialización e Investigación de Mercados, Universidad de Valencia, Valencia, España.
Irene Gil Saura Catedrático, Departamento de Comercialización e Investigación de Mercados, Universidad de Valencia, Valencia, España.

DOI:

https://doi.org/10.18046/j.estger.2023.169.6136

Keywords:

retail brand equity, atmospherics, perceived quality, engagement, loyalty

Abstract

This investigation raises the influence of the atmosphere of the point-of-sale in the creation of brand equity and loyalty to a retail store. A quantitative analysis was carried out using structural equations, using the technique of partial least squares. The case of the clients of a do-it-yourself project company in Cartagena, Colombia, was analyzed. A total of 239 surveys were applied between November 2019 and February 2020. The results show that the atmosphere is a key antecedent that drives brand equity. Brand equity exerts a mediating effect between atmosphere and loyalty. It is concluded that the effects of the atmosphere are intensified in the presence of brand equity, highlighting its determining role in explaining loyalty to the physical store.

Downloads

Download data is not yet available.

Downloads

PDF (Spanish)

Published

2023-12-22

Issue

Vol. 39 No 169 Oct - Dic 2023

Section

Research articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Articles are the sole responsibility of their authors, and will not compromise Icesi’s University principles or policies nor those of the Editorial Board of the journal Estudios Gerenciales. Authors authorize and accept the transfer of all rights to the journal, both for its print and electronic publication. After an article is published, it may be reproduced without previous permission of the author or the journal but the author(s), year, title, volume, number and range of pages of the publication must be mentioned. In addition, Estudios Gerenciales must be mentioned as the source (please, refrain from using Revista Estudios Gerenciales).

How to Cite

Atmosphere, brand equity of the banner and loyalty in the Colombian context. (2023). Estudios Gerenciales, 39(169), 489-501. https://doi.org/10.18046/j.estger.2023.169.6136