Empirical study on the relationship between corporate social responsibility and brand image with loyalty to a movie theater company in Mexico

Juan Gabriel Figueroa Velázquez; Gerardo Martínez Cedillo; Moisés Rubén Zamora Ramos

doi:10.29057/jas.v5i9.9830

Juan Gabriel Figueroa Velázquez Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-8846-1359
Gerardo Martínez Cedillo Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-8394-014X
Moisés Rubén Zamora Ramos Universidad Autónoma del Estado de Hidalgo https://orcid.org/0000-0002-6379-0148

DOI: https://doi.org/10.29057/jas.v5i9.9830

Palabras clave: Lealtad, responsabilidad social corporativa, identidad de marca, SEM

Resumen

El objetivo de esta investigación es validar empíricamente un modelo que relacione la responsabilidad social corporativa (RSC) y la imagen de marca como precedentes de la lealtad de clientes a una cadena de salas de cine en México. Para ello se desarrolla una investigación cuantitativa, transversal y explicativa. Tras el muestreo no probabilístico, se integra un cuestionario que contiene escalas ya validadas y se proporciona a través de la aplicación Google Forms, llegando a un total de 252 cuestionarios válidos, cuyos informantes eran en su mayoría jóvenes entre 15 y 24 años. Mediante la técnica de modelado de ecuaciones estructurales y utilizando el software Stata, se verifica el modelo de medida, en el cual los constructos utilizados cumplieron con los requisitos de confiabilidad y validez convergente. Asimismo, el modelo estructural mostró un ajuste aceptable. Los resultados del modelo mostraron que existe una relación positiva y estadísticamente significativa entre la RSC y la identidad de marca con la lealtad del cliente, lo que apoyó las hipótesis planteadas.

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