Abstract

LORA PORRAS, Edwin; MOLLA DESCALS, Alejandro  and  GIL SAURA, Irene. Atmosphere, brand equity of the banner and loyalty in the Colombian context. estud.gerenc. [online]. 2023, vol.39, n.169, pp.489-501.  Epub Dec 22, 2023. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2023.169.6136.

This investigation raises the influence of the atmosphere of the point-of-sale in the creation of brand equity and loyalty to a retail store. A quantitative analysis was carried out using structural equations, using the technique of partial least squares. The case of the clients of a do-it-yourself project company in Cartagena, Colombia, was analyzed. A total of 239 surveys were applied between November 2019 and February 2020. The results show that the atmosphere is a key antecedent that drives brand equity. Brand equity exerts a mediating effect between atmosphere and loyalty. It is concluded that the effects of the atmosphere are intensified in the presence of brand equity, highlighting its determining role in explaining loyalty to the physical store.

Keywords : retail brand equity; atmospherics; perceived quality; engagement; loyalty.

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