Influencia de la atmósfera del punto de venta y el valor de las marcas patrocinadas en la lealtad del cliente: Un estudio en el retail colombiano

Edwin Lora Porras

doi:10.31637/epsir-2026-2189

Auteurs

Edwin Lora Porras Docente Universitario, consultor empresarial independiente https://orcid.org/0009-0001-6731-3891

DOI :

https://doi.org/10.31637/epsir-2026-2189

Mots-clés :

atmósfera del punto de venta, lealtad del cliente, marketing sensorial, PLS-SEM, retail colombiano, valor de marca, marcas del distribuidor, marcas propias, valor de las marcas patrocinadas

Résumé

Introducción: El objetivo de esta investigación es analizar cómo la atmósfera del punto de venta contribuye a la creación del valor de las marcas patrocinadas y cómo la combinación de estas variables afecta a la lealtad del cliente en el sector minorista. Metodología: Se utilizó la técnica PLS-SEM y 239 encuestas realizadas a consumidores de una empresa de bricolaje en Cartagena, Colombia. Resultados: Los resultados muestran que la atmósfera de un establecimiento es un predictor del valor de las marcas patrocinadas y de la lealtad al minorista. Además, se encontró que el valor de las marcas patrocinadas predice la lealtad al minorista y media parcialmente la relación entre la atmósfera y dicha lealtad. Discusión y conclusiones: Se concluye que la atmósfera del punto de venta como elemento extrínseco, moldea el comportamiento de las extensiones de marca, también que el valor de las marcas patrocinadas proporciona a la tienda un factor diferencial que contribuye con la consolidación de clientes duraderos en el lago plazo, y, por último, si bien la atmósfera por sí misma influye sobre la lealtad, este impacto se potencia cuando la atmósfera mejora la percepción de las marcas patrocinadas.

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Biographie de l'auteur

Edwin Lora Porras, Docente Universitario, consultor empresarial independiente

El Dr. Edwin Lora Porras se ha desempeñado como docente en el área de marketing en diversas universidades de la ciudad de Cartagena, Colombia, entre ellas la Jorge Tadeo Lozano, Los Libertadores, Antonio Nariño, San Buenaventura, Tecnológica de Bolívar y la Institución Universitaria Mayor de Cartagena. Las líneas de investigación de interés son los servicios, la distribución y el branding.

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