SciELO - Scientific Electronic Library Online

 número43Determinantes socioeconómicos y demográficos del gasto en alcohol de las familias del área urbana del altiplano bolivianoInventario de las causas del fracaso en emprendedores sociales en México (CAFES-M) índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados



Links relacionados

  • No hay articulos similaresSimilares en SciELO


Revista Perspectivas

versión On-line ISSN 1994-3733


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.

        · resumen en Español     · texto en Español     · Español ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License