Factores influyentes en el comportamiento hacia la compra y la cocreación del valor de marca

Different factors influence the behavior towards the purchase and the co-creation of the brand value in the consumer’s decisions. The research objective was to determine the influencing factors in purchasing decisions using a structural model. Under an explanatory non-experimental research design, an electronic questionnaire specially designed for the research was applied to a sample of 161 university students (n=18; α=.931; ω=.935) from the professional careers of advertising, multimedia, communication, and marketing. The results show, through the goodness and fit of the proposed model, reasonable levels of influence of the factors involved in purchasing decisions, with statistically significant causal relationships. It is concluded that several factors influence the behavior and behavioral impulse towards the purchase and the co-creation of brand value, generating relationships beyond cognitive, affective, or emotional stimuli. As a critical element of the brand’s identity, sound plays an important role, as does the consumer’s connection and satisfaction.