Keywords
Sociodemographic variables
Quality awareness
How to Cite
Abstract
This study explores the influence of sociodemographic variables (gender, marital status, and age) and brand loyalty on the perception of quality, fashion, and brand recognition, analyzing both direct and moderating effects. From a theoretical perspective, classical and contemporary models are integrated, linking loyalty to cognitive, emotional, and behavioral factors, highlighting its role in brand value creation. Methodologically, a quantitative approach with a cross-sectional design was adopted, using a digital questionnaire applied to a non-probabilistic sample of 545 consumers over 18 years old with experience in fashion purchases. The instrument included items adapted from validated scales: brand awareness (Chengedzai et al., 2014), quality and fashion (Yoo & Donthu, 2001), and brand loyalty (Chaudhuri & Holbrook, 2001). Data analysis was conducted through descriptive statistics and exploratory factor analysis using SmartPLS 4 software, aiming to identify preliminary patterns and relationships among the variables. The results showed that age and marital status significantly influence brand awareness and fashion perception, respectively, while gender affects the prioritization of quality. Brand loyalty emerged as a central factor, reinforcing positive perceptions in all three dimensions analyzed, although it did not moderate the relationships between demographic variables and perceptions. This suggests that, beyond sociodemographic differences, loyalty operates as an independent driver that strengthens the emotional and rational connection with brands. The conclusions emphasize the need for integrated strategies that combine innovation, authenticity, and adaptation to emerging demands such as sustainability and inclusion to foster long-term relationships. Among the limitations, the focus on a specific sector and the exclusion of economic or cultural variables restrict the generalizability of the findings. Future research could expand the context to other industries and incorporate factors such as income or cultural influences, enriching the understanding of complex dynamics in consumer behavior.
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