El Rol de la Calidad Percibida y la Auto-Incongruencia del Consumidor en la Desidentificación Consumidor-Marca



Publicado 31-05-2023
Jose L. Saavedra Torres
Ashok Bhattarai
Monika Rawal
Bhaskar Upadhyaya Subedi


Investigaciones previas sobre las relaciones consumidor-marca han encontrado que la desidentificación es una de las razones por las que los consumidores se vuelven contra las marcas; sin embargo, los antecedentes de la desidentificación de marca no están claros. Basándose en la teoría del equilibrio, esta investigación argumenta que la auto-incongruencia y las emociones positivas/negativas hacia la marca provocan la desidentificación de la marca. Tomando una muestra de 292 observaciones y utilizando un modelo de ecuaciones estructurales, se encontró que la auto-incongruencia es el principal impulsor de la Desidentificación Consumidor-Marca. Igualmente, se encontró que la calidad percibida influye en la Desidentificación Consumidor-Marca en el nivel más bajo de auto-incongruencia. Los resultados obtenidos de este estudio evidencian que la Desidentificación Consumidor-Marca no está relacionado a un evento en particular, sino que es un proceso continuo de desconexión con la marca donde también intervienen emociones positivas.

Cómo citar

Saavedra Torres, J. L., Bhattarai, A., Rawal, M., & Upadhyaya Subedi, B. (2023). El Rol de la Calidad Percibida y la Auto-Incongruencia del Consumidor en la Desidentificación Consumidor-Marca. Cuadernos De Gestión, 23(2), 37–50. https://doi.org/10.5295/cdg.221836js
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Calidad percibida, Auto-Incongruencia del Consumidor, Desidentificación Marca-Consumidor, Emociones

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