Palabras clave
Variables Sociodemográficas
Conciencia de calidad
Cómo citar
Resumen
Este estudio explora la influencia de variables sociodemográficas (género, estado civil, edad) y la lealtad a la marca en la percepción de calidad, moda y reconocimiento de marca, analizando tanto efectos directos como moderadores. Desde una perspectiva teórica, se integran modelos clásicos y contemporáneos que vinculan la lealtad con factores cognitivos, emocionales y conductuales, destacando su rol en la construcción de valor de marca. Metodológicamente, Se adoptó una metodología cuantitativa con diseño transversal, utilizando un cuestionario digital aplicado a una muestra no probabilística de 545 consumidores mayores de 18 años con experiencia en compras de moda. El instrumento incluyó ítems adaptados de escalas validadas: conciencia de marca (Chengedzai et al., 2014), calidad y moda (Yoo & Donthu, 2001), y lealtad a la marca (Chaudhuri & Holbrook, 2001). El análisis de datos se realizó mediante estadística descriptiva y análisis factorial exploratorio con el software SmartPLS 4, con el objetivo de identificar patrones y relaciones preliminares entre las variables. Los resultados evidenciaron que la edad y el estado civil influyen significativamente en la conciencia de marca y moda, respectivamente, mientras el género incide en la priorización de calidad. La lealtad a la marca emergió como un factor central, reforzando la percepción positiva en las tres dimensiones analizadas, aunque sin moderar las relaciones entre variables demográficas y conciencias. Esto sugiere que, más allá de diferencias sociodemográficas, la lealtad opera como un motor independiente que consolida la conexión emocional y racional con las marcas. Las conclusiones enfatizan la necesidad de estrategias integradas que combinen innovación, autenticidad y adaptación a demandas emergentes, como sostenibilidad e inclusión, para fortalecer vínculos a largo plazo. Entre las limitaciones, se destaca el enfoque en un sector específico y la exclusión de variables económicas o culturales, lo cual restringe la generalización de hallazgos. Futuras investigaciones podrían ampliar el contexto a otras industrias e incorporar factores como ingresos o influencias culturales, enriqueciendo la comprensión de dinámicas complejas en el comportamiento del consumidor
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