The Consumer Brand Relationship of Mobile Telephony Services, in Students of the Cesmag University, Pasto Colombia

EasyChair Preprint no. 13651

Abstract

Consumer-brand identification (CBI) is the process by which consumers develop connections with brands, influencing their identity and decision-making. This study focuses on evaluating the relationship between mobile phone services and students at CESMAG University in Pasto, Colombia. Given the increase in the use of mobile devices among young people and the strategic importance of brands in a competitive market, the research seeks to identify the influencing factors in the brand-consumer relationship to improve the experience and strengthen brand loyalty, benefiting both companies in the sector and academic knowledge in local marketing.

Keyphrases: Conexiones emocionales, Fidelización, Marca-Consumidor

@Booklet{EasyChair:13651,
  author = {Willam Alexander Querembás Valencia and Fernando Javier Villarreal Salazar},
  title = {The Consumer Brand Relationship of Mobile Telephony Services, in Students of the Cesmag University, Pasto Colombia},
  howpublished = {EasyChair Preprint no. 13651},

  year = {EasyChair, 2024}}