Comportamientos cognitivos y afectivos del consumidor en relación con la marca
DOI:
https://doi.org/10.17081/dege.15.1.6175Palabras clave:
Apego a la marca, Comunidad de marca, Comportamiento posconsumo, Consumidor, Intención de recompraResumen
Objetivo: Analizar el efecto de los componentes cognitivos y afectivos en el apego a la marca/comunidad, así como también el comportamiento posconsumo a través de las variables: boca en boca positivo (Word Of Mouth-WOM+, Resistencia a la Información Negativa (RIN) e Intención de Recompra (IR) para determinar qué constructo presenta mayor influencia. Método: Estudio cuantitativo que expone un modelo causal de relaciones consumidor-marca-comunidad de marca. Las variables analizadas superaron las pruebas de validez y fiabilidad, cuya comprobación se realizó a través de la modelización de ecuaciones estructurales mediante el uso del software SmartPLS. Resultados: Se comprobó que el Apego a la Marca (AM) tiene como antecedentes directos la implicación y la identificación de marca. Además, tanto el Apego a la Marca (AM) como el apego a la comunidad de marca conllevan a la promoción de la marca, a la resistencia a la información negativa y al interés de repetir compras en el futuro. Conclusiones: Los consumidores desarrollan una relación a largo plazo con su marca, para ello, se apoyan en primer lugar en el componente cognitivo y luego en el afectivo. Además, existen categorías en las cuales el comportamiento reflexivo, analítico y consciente del consumidor es el que motiva y conduce a tomar las decisiones de compra y uso de la marca.
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