Fieles e infieles: misterio, intimidad y sensualidad como generadores de amor de marca en los consumidores ecuatorianos.

Abstract

The purpose of this research is to analyze how many factors of Mystery, Sensuality and Intimacy influence the generation of Love and Respect for the brand and the purchase intention. In addition, we want to assess whether there is a difference between consumers loyal to a brand and those who prefer to buy counterfeit brands. To develop the analysis, a convenience survey was carried out with 186 consumers and the data were analyzed with the SEM-PLS technique. The results have shown that intimacy and mystery generate meaningful and close relationships with brand love and from this to purchase intention; On the other hand, ethics and sensuality are two irrelevant variables in generating purchase intention and love for the brand, respectively. In addition, it is concluded that unfaithful consumers have a similar pattern of behavior in their relationship to the brand of consumers loyal to the brand.