Effects of brand value on consumer behavior in the mobile phone market

The aim of this study is to evaluate the brand equity in the mobile telephony market of the Rioverde metropolitan area and its effects on the decision making process of consumer behavior. The concept of brand value was evaluated with the variables loyalty, quality, notoriety and image, the behavior...

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Main Authors:	Gómez Sánchez, David, López Gama, Héctor, Martínez López, Eugenia Inés
Format:	Online
Language:	spa
Published:	ACACIA A.C. 2019
Online Access:	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171
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id	oai:ojs2.cienciasadmvastyp.uat.edu.mx:article-171
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spelling	oai:ojs2.cienciasadmvastyp.uat.edu.mx:article-1712019-03-07T23:54:16Z Effects of brand value on consumer behavior in the mobile phone market Efectos del valor de marca en el comportamiento del consumidor del mercado de la telefonía celular Gómez Sánchez, David López Gama, Héctor Martínez López, Eugenia Inés The aim of this study is to evaluate the brand equity in the mobile telephony market of the Rioverde metropolitan area and its effects on the decision making process of consumer behavior. The concept of brand value was evaluated with the variables loyalty, quality, notoriety and image, the behavior of the consumer was evaluated with the endogenous characteristics of the individual. The study is quantitative, descriptive and correlational cross-sectional design, a multistage random sampling was carried out to collect the information and the data were analyzed by descriptive statistical techniques and the multivariate technique of canonical correlation. The main results are that Telcel dominates the market share of mobile telephony, in addition that the brand equity is high, the dimension that best evaluated is notoriety and quality respectively, a model was also found that explains the relationship between the brand equity and consumer behavior in the mobile phone market, this being of great relevance to the theory. El objetivo de este estudio es evaluar el valor de marca en el mercado de la telefonía celular de la zona conurbada de Rioverde y sus efectos en proceso de toma de decisiones del comportamiento del consumidor. El concepto de valor de marca se evaluó con las variables lealtad, calidad, notoriedad e imagen, el comportamiento del consumidor se evaluó con las características endógenas del individuo. El estudio es cuantitativo, descriptivo y correlacional de diseño transversal y se realizó un muestreo aleatorio polietápico para recolectar la información, donde se analizaron los datos mediante técnicas estadísticas descriptivas y la técnica multivariante de correlación canónica. Los principales resultados son que Telcel domina la participación en el mercado de la telefonía celular, además que el valor de marca es alto, la dimensión que mejor evaluada esta es la notoriedad y la calidad respectivamente, también se encontró un modelo que explica la relación entre el valor de marca y comportamiento del consumidor en el mercado de telefonía celular, siendo este de gran relevancia para la teoría del comportamiento del consumidor. ACACIA A.C. 2019-03-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares text/html application/pdf https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171 Ciencias Administrativas. Teoría y Praxis; Vol 14 No 1 (2018): ENERO - JUNIO Ciencias Administrativas. Teoría y Praxis; Vol. 14 Núm. 1 (2018): ENERO - JUNIO 2683-1465 2683-1457 spa https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171/209 https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171/213
institution	CIENCIAS ADMINISTRATIVAS
collection	OJS
language	spa
format	Online
author	Gómez Sánchez, David López Gama, Héctor Martínez López, Eugenia Inés
spellingShingle	Gómez Sánchez, David López Gama, Héctor Martínez López, Eugenia Inés Effects of brand value on consumer behavior in the mobile phone market
author_facet	Gómez Sánchez, David López Gama, Héctor Martínez López, Eugenia Inés
author_sort	Gómez Sánchez, David
title	Effects of brand value on consumer behavior in the mobile phone market
title_short	Effects of brand value on consumer behavior in the mobile phone market
title_full	Effects of brand value on consumer behavior in the mobile phone market
title_fullStr	Effects of brand value on consumer behavior in the mobile phone market
title_full_unstemmed	Effects of brand value on consumer behavior in the mobile phone market
title_sort	effects of brand value on consumer behavior in the mobile phone market
description	The aim of this study is to evaluate the brand equity in the mobile telephony market of the Rioverde metropolitan area and its effects on the decision making process of consumer behavior. The concept of brand value was evaluated with the variables loyalty, quality, notoriety and image, the behavior of the consumer was evaluated with the endogenous characteristics of the individual. The study is quantitative, descriptive and correlational cross-sectional design, a multistage random sampling was carried out to collect the information and the data were analyzed by descriptive statistical techniques and the multivariate technique of canonical correlation. The main results are that Telcel dominates the market share of mobile telephony, in addition that the brand equity is high, the dimension that best evaluated is notoriety and quality respectively, a model was also found that explains the relationship between the brand equity and consumer behavior in the mobile phone market, this being of great relevance to the theory.
publisher	ACACIA A.C.
publishDate	2019
url	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171
work_keys_str_mv	AT gomezsanchezdavid effectsofbrandvalueonconsumerbehaviorinthemobilephonemarket AT lopezgamahector effectsofbrandvalueonconsumerbehaviorinthemobilephonemarket AT martinezlopezeugeniaines effectsofbrandvalueonconsumerbehaviorinthemobilephonemarket AT gomezsanchezdavid efectosdelvalordemarcaenelcomportamientodelconsumidordelmercadodelatelefoniacelular AT lopezgamahector efectosdelvalordemarcaenelcomportamientodelconsumidordelmercadodelatelefoniacelular AT martinezlopezeugeniaines efectosdelvalordemarcaenelcomportamientodelconsumidordelmercadodelatelefoniacelular
_version_	1712116175809282048

Effects of brand value on consumer behavior in the mobile phone market

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