La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá

Ignacio Taboso Ballesteros

Artículos de reflexión o Ensayos

La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá

Autores/as

Ignacio Taboso Ballesteros Uniagustiniana ,

Esta investigación tiene como objetivo hallar la relación entre el sentimiento de soledad de los universitarios de Bogotá y el vínculo afectivo del consumidor con la marca, con base en la teoría del apego. Se trata de una investigación cuantitativa de un alcance correlacional, en el cual se identificó la relación entre ambos términos y diferentes públicos. Se estableció una muestra de 150 encuestados, se hizo un análisis paramétrico y no paramétrico y se utilizó en coeficiente de correlación de Spearman. Finalmente, se descubrió que tal relación existe en cuanto a una correlación negativa, es decir, cuanto mayor es el sentimiento de soledad, mayor es el vínculo afectivo y viceversa.

Palabras clave:

Vínculo afectivo, marca,, teoría del apego, comportamiento del consumidor, marketing

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La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá. (2020). Agustiniana Revista académica, 11, 7-21. https://revistas.uniagustiniana.edu.co/index.php/agustiniana/article/view/29

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Número

Núm. 11 (2017)

Publicado

2020-03-08

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Biografía del autor/a

Ignacio Taboso Ballesteros, Uniagustiniana

Docente e investigador en Marketing y Comportamiento del Consumidor. Comunicador Social por la Universidad San Pablo CEU (España). Especialista y magíster en Psicología del Consumidor por la Fundación Universitaria San Pablo CEU.