Brand-Love and its influence on the online purchase intention of cosmetic brands among centennial women
Article Sidebar
Main Article Content
Abstract
This article analyzes the relationship between Brand-Love and online purchase intention in centennial women, focusing on cosmetics brands in the Ecuadorian context. Through a quantitative approach, data was collected through structured surveys that allowed to evaluate the emotional connection of consumers with brands and their influence on purchase decisions through digital platforms. The results highlight that Brand-Love fosters a higher online purchase intention, especially in emerging urban environments such as Machala. In addition, it is identified that factors such as trust in the brand, user experience and interaction in social networks contribute to strengthen this relationship. This study extends the existing literature by addressing an underexplored regional context and provides practical recommendations for the development of marketing strategies targeting this specific segment.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Mayuri Marisol Heras-Heras , Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0000-3136-1501
Mayuri Heras is a Marketing student in the eighth semester and Community Manager. She has experience in content creation and digital marketing, focusing on social media management. She has worked in the tourism sector and at an agricultural products export company. She is currently working on a research project related to strategic marketing.
Joyce Alexandra Macías-Sánchez , Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0001-6100-3788
Joyce is about to complete her Bachelor's Degree in Marketing. Her experience focuses on branding, digital marketing, and commercial strategy development. She has participated in market analysis and micro-enterprise growth projects. Additionally, she has developed skills in product management and customer service throughout her professional career.
Vladimir Alexander Avila-Rivas , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-6526-8487
Doctor in Administrative Sciences from the UMMSM
Coordinator of the Marketing career at UTMACH since 2019
Titular Research Professor of the UTMACH since 2014
President of the Travel Agency AVILA TOURS CIA. LTDA.
Experience in the area of Marketing, Sales and customer service for 12 years
References
Alam, S. S., & Khalique, M. (2019). The impact of brand love on customer loyalty: A study of the cosmetics industry in Bangladesh. Journal of Business Research, 101, 1-11. https://doi.org/10.1016/j.jbusres.2019.04.012
Alhassan, M. I., & Osei-Tutu, E. (2021). Examining the effect of brand love on purchase intention among cosmetic consumers in Ghana: The mediating role of brand trust and customer satisfaction. International Journal of Business and Management, 16(4), 1-12. https://doi.org/10.5539/ijbm.v16n4p1
Aro, K., Suomi, K., & Gyrd-Jones, R. (2023). Layers of love – exploring the interactive layers of brand love in the social media setting. European Journal of Marketing, 57(13), 87-110. https://doi.org/10.1108/EJM-12-2020-0897
ANDA. (2022, junio 15). Brand Love: un fenómeno del marketing y cómo aplicarlo en la estrategia comunicacional. Recuperado de https://www.anda.cl/brand-love-un-fenomeno-del-marketing-y-como-aplicarlo-en-la-estrategia-comunicacional/
Ávila, A., & Chaparro, R. (2021). La relación de confianza y compromiso en la intención de compra. Revista compás empresarial, 11(32). 76-92. https://revistas.univalle.edu/index.php/compas/article/view/62/53
Castro-López, A., Puente, J., & Vázquez-Casielles, R. (2020). ¿Es leal el cliente de moda online? Claves de éxito para maximizar su lealtad en plataformas de venta online. Dirección y Organización, (70), 68-77.
Coba, G. (2022). Tecnología y moda lideran ventas en el comercio electrónico - Primicias. https://www.primicias.ec/noticias/economia/tecnologia-moda-comercio-electronico-ecuador/
El Comercio. (2023). Comercio electrónico en Ecuador crecerá un 25% en 2023. https://www.elcomercio.com/actualidad/negocios/comercio-electronico-ecuador-crecera-ecuador-negocios.html
EUDE. (2023, marzo 9). Qué es el Brand love y cómo puede ayudar a tu estrategia de marketing. Recuperado de https://www.eude.es/blog/que-es-el-brand-love-y-como-puede-ayudar-a-tu-estrategia-de-marketing/
Fasabri. (2023). El comercio electrónico en Ecuador. https://www.fasabri.com/blog/ecommerce/el-comercio-electronico-en-ecuador/
Fetscherin, M., & Heinrich, D. (2020). The role of brand love in the relationship between customer satisfaction and loyalty: A study in the context of luxury brands in China and Germany. Journal of Business Research, 116, 118-126. https://doi.org/10.1016/j.jbusres.2019.01.022
Fournier, S. (2020). Brand love: How to build a brand that inspires passion and loyalty. Harvard Business Review Press.
Garcés, L., Bermeo, C., Valencia, A., & Benjumea, M. (2022). Factores determinantes en la decisión de compra a través de medios virtuales en millennials. Información Tecnológica, 33(5), 71-79. https://www.scielo.cl/pdf/infotec/v33n5/0718-0764-infotec-33-05-71.pdf
Hsu, C.-L., & Tsou, H.-T. (2022). The impact of brand love on purchase intention: The mediating role of brand trust and brand loyalty in the context of social media influencers. Journal of Retailing and Consumer Services, 67, Article 102982. https://doi.org/10.1016/j.jretconser.2022.102982
InboundCycle. (2022, mayo 10). Brand love y brand lovers: qué son y cómo influyen en tu estrategia. Recuperado de https://www.inboundcycle.com/blog-de-inbound-marketing/brand-lovers-estrategia-marketing/
Instituto Nacional de Estadística y Censos (INEC). (2021). Estadísticas de Tecnologías de Información y Comunicación en los Hogares. Quito, Ecuador.
Joshi, A., & Garg, R. (2022). Brand love: Role of online customer experience, value co-creation, and relationship quality. Frontiers in Psychology, 13, Article 897933. https://doi.org/10.3389/fpsyg.2022.897933
Kim, A. J., & Ko, E. (2021). Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 12(1), 1-14. https://doi.org/10.1080/20932685.2021.1861117
Kim, H., & Lee, H. (2022). The impact of brand love on consumer behavior: A review and future research agenda. Journal of Business Research, 139, 1-12. https://doi.org/10.1016/j.jbusres.2021.09.032
Keller, K. L. (2020). Strategic brand management (5th ed.). Pearson.
Kumar, A., & Singh, R.K.(2022). The roles of brand love in predicting brand loyalty: An empirical study on Indian consumers in the context of fast-moving consumer goods (FMCG). Journal of Retailing and Consumer Services, 67, Article 102978.
León, M.F. (2023). Crecimiento del sector cosmético en Ecuador: Oportunidades y desafíos. La Hora. https://www.lahora.com.ec/pais/ecuatorianos-ciudados-piel-cosmeticos-crecimiento-industria-nacional/
Maldonado, L., Lino Rodríguez & Rodríguez C. (2024). El comercio electrónico en Ecuador: Un análisis post-pandemia*. Pentaciencias.
McKinsey & Company. (2023). El mercado de la belleza: Un informe especial sobre el estado actual y futuro del sector. https://www.mckinsey.com/featured-insights/destacados/el-mercado-de-la-belleza-en-2023-un-informe-especial-sobre-el-estado-de-la-moda/es
Park, J., Kim, J., & Lee, H. (2020). The role of brand love in the relationship between customer satisfaction and loyalty in the beauty industry: A study of Korean consumers. Journal of Business Research, 116, 1-10. https://doi.org/10.1016/j.jbusres.2019.01.022
Palusuk, N., Koles, B., & Hasan, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), 97-129.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2020). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 102, 302-310. https://doi.org/10.1016/j.chb.2019.08.004
Rahman, R., Langner, T., & Temme, D. (2021). Brand love: Conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28(6), 609-642. https://doi.org/10.1057/s41262-021-00307-6
Rodríguez Ortiz et al.(2020). El e-commerce y las Mipymes en tiempos de Covid-19: Potencialidad y adaptación*. Revista Científica.
Silva & Moctezuma.(2022). Comercio electrónico: Tendencias actuales y proyecciones futuras*. Revista Ecuatoriana.
Statista. (2022). Global e-commerce sales of cosmetics and personal care products from 2018 to 2025. https://www.statista.com/statistics/1102467/global-e-commerce-sales-of-cosmetics-and-personal-care-products/