Efectos del desarrollo sostenible percibido por el consumidor. Una propuesta de modelo de hipermercados en Ecuador
DOI:
https://doi.org/10.18046/j.estger.2020.154.3470Palabras clave:
desarrollo sostenible, percepción del consumidor, valor percibido, capital de marca, lealtadResumen
El objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de una muestra de 317 clientes de hipermercados en Ecuador. Los resultados, aplicando una metodología exploratoria y confirmatoria, combinada con regresión por mínimos cuadrados parciales, mostraron que tanto las acciones de desarrollo sostenible como el valor percibido son pilares maestros sobre los que se puede apoyar la estrategia minorista. Ambas se muestran como variables clave por su naturaleza, en cuanto son multidimensionales, y por su alcance, al permitir construir la lealtad del consumidor hacia el hipermercado a través de su capital de marca.
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