Amor sostenible: analizando el brand engagement de empresas orgánicas entre los centennials ecuatorianos

Autores/as

DOI:

https://doi.org/10.35290/re.v6n1.2025.1216

Palabras clave:

amor a la marca, Sostenibilidad, compromiso de marca, empresas orgánicas

Resumen

El presente estudio investigativo tiene como finalidad analizar el amor de marca de las empresas orgánicas a través de la medición de brand engagement. Para alcanzar este objetivo, se realizaron estudios mediante encuestas usando preguntas descriptivas con escala de Likert de 5 puntos para adquirir fundamentos sólidos para asistir a las marcas, y perfeccionar sus estrategias de marketing sostenible para tener relaciones con sus clientes a largo plazo. Además, el método de muestra empleada fue no probabilística por conveniencia, siento útil para la recopilación de los datos que se obtendrán de los centennials ecuatorianos. Asimismo, se utilizó el modelo de ecuaciones estructurales como la técnica estadística y un enfoque que se basa en covarianza. Los resultados de la investigación señalan que, aunque las personas si se preocupan por el impacto ambiental de la actividad humana, no entienden las consecuencias de la desinformación, la falta de educación y cultura. Además, las personas señalaron confiar en las cualidades de los productos orgánicos, pero no opinan lo mismo de las empresas porque existe la incertidumbre por la carencia de compromiso en un segmento más sostenible.

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Publicado

2025-02-10

Cómo citar

Torres Aguas, K. Y., Santistevan Landin, J. A., & Bonisoli, L. (2025). Amor sostenible: analizando el brand engagement de empresas orgánicas entre los centennials ecuatorianos. REVISTA ERUDITUS, 6(1), 95–112. https://doi.org/10.35290/re.v6n1.2025.1216

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