Estimation of an econometric model to determine the intention to repurchase a brand
Keywords:
Repurchase intention, Word of mouth, Electronic word of mouth, Brand love, Perceived qualityAbstract
The objective of this article is to estimate a model that allows determining the variables that explain the repurchase intention the brand of functional products. The independent variables considered for the study are word of mouth, electronic word of mouth, brand love, perceived quality, perceived value, brand personality, organizational associations and awareness. Also, the repurchase intention has been taken as a dependent variable. For the selection of informants were taken into account those young people who had purchased products from a brand responsible for manufacturing goods with technological innovation in briefcases, clothing and accessories. This quantitative research had a total of 306 respondents. The results show that the determining variables in repurchase intention are traditional word of mouth, love of the brand and perceived quality.
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