Marketing Sensorial, Valor Percibido y Experiencia de Marca: Un Modelo Teórico de su Influencia en la Lealtad del Consumidor
Resumen
La competencia creciente entre organizaciones y los cambios constantes en el comportamiento del consumidor han creado la necesidad de desarrollar estrategias para fortalecer la fidelización del consumidor con el objetivo de crear una fuerte relación positiva entre consumidor y marca, variables como el marketing sensorial, el valor percibido y la experiencia de marca han cobrado bastante importancia en el marketing sensorial debido a su influencia sobre la lealtad del consumidor. El presente artículo tiene como objetivo analizar desde una perspectiva teórica la relación entre estas variables y la fidelización del consumidor proponiendo un modelo conceptual donde el marketing sensorial, el valor percibido y la experiencia de marca actúan como antecedentes directos de la lealtad. Para ello se realizó una investigación basada en la revisión y análisis de artículos científicos considerando estudios empíricos relacionados con las variables en estudio. Como resultado del análisis teórico se propone un modelo conceptual que incluye tres hipótesis que relacionan al marketing sensorial, el valor percibido y la experiencia y su relación con la lealtad del consumidor. Por último, se concluye que las organizaciones deben fortalecer estrategias enfocadas en crear experiencias significativas, percepciones positivas de valor y estímulos sensoriales que consoliden relaciones duraderas con los consumidores, favoreciendo así su fidelización.
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Derechos de autor 2026 Ignacio de la Cruz Osorio , Iván Hernández Ortiz, Juan Gabriel Figueroa Velázquez
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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