Brand Value and Purchase Intention in Pharmacies in the City of Huaraz - Peru.

EasyChair Preprint 10726

Abstract

The objective of this research was to identify the relationship between brand equity and purchase intention in pharmacies in the city of Huaraz. The type of study applied was observational, with a correlational, transactional and non-experimental level. For the collection of information, a 22-question Likert scale questionnaire was applied. With a stratified sample of 279 users of the most recognized pharmacies (Inkafarma, Farmarecuay, Mundialfarma and Mifarma) of the pharmaceutical sector in the city. The significant causal relationship between the variables studied is evidenced, the coefficients of determination were; brand value (r2=0.839) and purchase intention (r2=0.639), with an SRMR of 0.042, the confirmatory model is relevant within its range of precision, while, the dimension of persived quality is the one with the greatest impact on the purchase intention.

Keyphrases: Farmacia, calidad percibida, consumidos, intención de compra, valor de la marca

@booklet{EasyChair:10726,
  author    = {Edwin Ramirez-Asis and Willian Fernandez-Celestino and Misael Maguiña-Palma and Cinthy Espinoza-Requejo and Rosario Huerta-Soto},
  title     = {Brand Value and Purchase Intention in Pharmacies in the City of Huaraz - Peru.},
  howpublished = {EasyChair Preprint 10726},
  year      = {EasyChair, 2023}}