Branding emocional y su influencia en la fidelización de consumidores de marcas de desodorantes antitranspirantes para mujeres millennials en la ciudad de Guayaquil.
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Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
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En la presente investigación se analizó el branding emocional y su influencia en la fidelización de consumidoras millennials de marcas de desodorantes antitranspirantes de la ciudad de Guayaquil. El estudio se realizó a cuatro segmentos en los que se dividió la población y con la implementación de una muestra no probabilística llamada bola de nieve se pudo determinar las marcas de mayor uso por la población, para la investigación se utilizó un método de investigación descriptiva, con un enfoque mixto, teniendo como herramientas para la recolección de datos, fichas de observación donde los objetos de observación fueron las páginas de Facebook de las marcas con mayor uso, donde se pretendía analizar la comunicación y el comportamiento de las usuarias, así también se realizó grupos focales con la ayuda de plataformas digitales, para conocer los factores que generan confianza, se aplicó entrevistas a cada uno de los segmentos en los que se categorizó a las millennials, con la intención de conocer los factores culturales que influyen en su fidelización, concluyendo que el branding emocional tiene influencia en las decisiones de compra de las millennials, estas decisiones la hacen con base en un aspecto racional que a su vez va ligado a uno emocional.
This research analyzed the emotional branding and its influence on the loyalty of millennial female consumers of antiperspirant deodorant brands in the city of Guayaquil. The study was conducted in four segments in which the population was divided and with the implementation of a non-probabilistic sample called snowball was able to determine the brands of greater use by the population, for the research a descriptive research method was used, with a mixed approach, having as tools for data collection, observation sheets where the objects of observation were the Facebook pages of the brands with greater use, where it was intended to analyze the communication and behavior of the users, Focus groups were also conducted with the help of digital platforms, to know the factors that generate trust, interviews were applied to each of the segments in which millennials were categorized, with the intention of knowing the cultural factors that influence their loyalty, concluding that the emotional branding influences the purchase decisions of millennials, these decisions are made based on a rational aspect that in turn is linked to an emotional one.
This research analyzed the emotional branding and its influence on the loyalty of millennial female consumers of antiperspirant deodorant brands in the city of Guayaquil. The study was conducted in four segments in which the population was divided and with the implementation of a non-probabilistic sample called snowball was able to determine the brands of greater use by the population, for the research a descriptive research method was used, with a mixed approach, having as tools for data collection, observation sheets where the objects of observation were the Facebook pages of the brands with greater use, where it was intended to analyze the communication and behavior of the users, Focus groups were also conducted with the help of digital platforms, to know the factors that generate trust, interviews were applied to each of the segments in which millennials were categorized, with the intention of knowing the cultural factors that influence their loyalty, concluding that the emotional branding influences the purchase decisions of millennials, these decisions are made based on a rational aspect that in turn is linked to an emotional one.
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BRANDING EMOCIONAL, FIDELIZACIÓN, GENERACIÓN MILLENNIAL, FACTORES CULTURALES
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