Resumen

ALMEIDA CARDONA, Rodrigo  y  LAREDO URENA, Fabricio. Loyalty of brand of mobile phone companies in students at the Universidad Católica Boliviana "San Pablo" in Cochabamba. Perspectivas [online]. 2019, n.43, pp.79-106. ISSN 1994-3733.

For the growth and consolidation of a company, it must accomplish the customer's loyalty; therefore, it is essential to know the significant variables that influence brand loyalty. Due to that, the current paper has the aim of determining the influence of key factors in mobile phones company's brand loyalty in the students at the Universidad Católica Boliviana "San Pablo", in Cochabamba. To achieve this, the structural equation modeling is used though the Partial least squares technique with the 253 application surveys. The empiric evidence shows significant results in the latent variables trust/guarantee into the company; preference for the brand; social identity; status; pair support and brand' trust. Also, the proved model demonstrates reliability and validity, explaining at a 71,2% the brand's trust and at 43,9% the brand's loyalty.

Palabras clave : Brand Loyalty; Mobile Phone Company; Structural Equations; Marketing.

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