Vol. 34 (2024)
Artículos de Investigación

Marcas de lujo: Modelo de ecuaciones estructurales estudio de la relación entre la personalidad de marca, el sentido de pertenencia de grupo y el comportamiento de compra conspicua

Francisco Carlos Soto- Ramírez
Universidad de Colima
Omar Alejandro Pérez- Cruz
Universidad de Colima
Maria de los Dolores Santarriaga Pineda
Universidad de Colima
Julieta Mercado-Gónzalez
Universidad de Colima

Publicado 2024-12-18

Cómo citar

Soto- Ramírez, F. C. ., Pérez- Cruz, O. A. ., Santarriaga Pineda, M. de los D., & Mercado-Gónzalez, J. . (2024). Marcas de lujo: Modelo de ecuaciones estructurales estudio de la relación entre la personalidad de marca, el sentido de pertenencia de grupo y el comportamiento de compra conspicua . Acta Universitaria, 34, 1–18. https://doi.org/10.15174/au.2024.4152

Resumen

El mercado de venta de marcas de lujo en México ha tenido un crecimiento significativo y constante; como consecuencia, el estudio de las motivaciones y   factores que inciden en la adquisición de productos de marcas de lujo ha tenido interés en la investigación académica. El objetivo del presente estudio es aportar evidencia empírica de la relación entre la motivación de comportamiento conspicuo, el sentido de pertenencia y la personalidad de marca en jóvenes estudiantes universitarios y egresados que compran marcas de lujo. El método utilizado fue un análisis mixto: en el estudio cualitativo se aplicaron 40 entrevistas a profundidad, mientras que en el estudio cuantitativo y correlacional del instrumento propuesto se utilizó AMOS 26 para el análisis, dicho instrumento fue aplicado a una muestra de 358 universitarios y egresados. Los resultados sugieren una relación positiva entre la personalidad de marca y el sentido de pertenencia, lo que deriva en comportamiento conspicuo de compra.

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