Influence of Advertising on Buying Behavior and Brand Loyalty trough Brand Awareness of an Imported Product in Chiclayo, 2025

Merino Rivas G.L.; Rodríguez Esquén D.A.; Montes Ninaquispe J.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.368

Resumen

The present research evaluates the influence of advertising on purchase behavior and brand loyalty, considering the mediating role of brand awareness among consumers in Chiclayo who purchase imported sunscreen products during 2025. Based on the Theory of Reasoned Action, a quantitative approach and a non-probabilistic design were adopted, collecting data from 409 participants through structured surveys. Four constructs were evaluated using Likert-type scales. The theoretical model was estimated using the PLS-SEM method. Results showed that advertising has a significant direct influence on both purchase behavior (β = .307) and brand loyalty (β = .503), with its strongest effect observed on brand awareness (β = .811). Furthermore, brand awareness revealed relevant mediating effects in the relationship between advertising and both purchase behavior (β = .446) and loyalty (β =.206). The findings highlight the importance of designing advertising strategies that focus on strengthening brand awareness to foster consumer decision-making and sustained loyalty. As a recommendation, it is suggested that brands develop advertising campaigns emphasizing attributes that promote recognition and emotional connection in order to consolidate consumer preference in emerging markets such as Chiclayo. © LEIRD 2025.All rights reserved.

Instituciones: Universidad de San Martín de Porres