article
El papel de la discriminación de estímulos en la lealtad hacia un producto de consumo masivo
The Role of Discrimination of Stimuli in the Loyalty Towards a Product of Massive Consumption;
O papel da discriminação de estímulos na lealdade a um produto de consumo massivo
Autor
Tobón, Sandra
Pérez-Acosta, Andrés M.
Institución
Resumen
Brand loyalty is defined as the systemic purchase of a same Brand in different instances of purchase and the discrimination of stimulates as a capability of individuals to differentiate a stimulus from a group with similar characteristics. This research evaluates the role of discrimination of brands/products from consumers with differential histories of consumption of a product of massive consumption according to the different options of a category. The results allow concluding that discrimination is not a condition needed to Brand Loyalty, in this ordering of ideas the fact that the consumer can differentiate a brand, this being for the attributes of the product or the symbolic characteristics of the brand, does not guarantee the purchase or exclusive consumption of the same. The results were analyzed to the light of the marketing and psychological theories of consumptions and its implications in both fields of knowledge.