El amor hacia la marca, un factor determinante de la lealtad hacia marcas del sector textil.

Abstract

Maintaining a good brand image will help companies or organizations to obtain positive perceptions and, above all, to make them last in the consumer's mind. The objective of this research is to analyze the influence of brand image on the love and loyalty to the brand of consumers in the textile sector, for this a quantitative study was used, which allowed to know the relationship between the variables mentioned, a survey was applied to 384 customers of the main clothing stores in the city of Machala. The results confirmed that brand image has a significant influence on brand love, but not directly on loyalty, there being a case of total mediation in the proposed model. This is why these variables should be constantly worked on by marketing managers in companies, especially taking into account the mediating role of brand love in order to maintain lasting relationships with consumers and the market.