Version 1
: Received: 22 January 2024 / Approved: 23 January 2024 / Online: 23 January 2024 (07:48:25 CET)
How to cite:
Montes Ninaquisme, J. C.; Arbulu Ballesteros, M. A.; Acosta Enriquez, B. G.; Guzmán Valle, M. D. L. Á.; Valle, C. G.; Pantaleón Santa María, A. L.; Ruiz Chacon, S. V.; Castro Muñoz, W. T. Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023. Preprints2024, 2024011650. https://doi.org/10.20944/preprints202401.1650.v1
Montes Ninaquisme, J. C.; Arbulu Ballesteros, M. A.; Acosta Enriquez, B. G.; Guzmán Valle, M. D. L. Á.; Valle, C. G.; Pantaleón Santa María, A. L.; Ruiz Chacon, S. V.; Castro Muñoz, W. T. Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023. Preprints 2024, 2024011650. https://doi.org/10.20944/preprints202401.1650.v1
Montes Ninaquisme, J. C.; Arbulu Ballesteros, M. A.; Acosta Enriquez, B. G.; Guzmán Valle, M. D. L. Á.; Valle, C. G.; Pantaleón Santa María, A. L.; Ruiz Chacon, S. V.; Castro Muñoz, W. T. Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023. Preprints2024, 2024011650. https://doi.org/10.20944/preprints202401.1650.v1
APA Style
Montes Ninaquisme, J. C., Arbulu Ballesteros, M. A., Acosta Enriquez, B. G., Guzmán Valle, M. D. L. Á., Valle, C. G., Pantaleón Santa María, A. L., Ruiz Chacon, S. V., & Castro Muñoz, W. T. (2024). Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023. Preprints. https://doi.org/10.20944/preprints202401.1650.v1
Chicago/Turabian Style
Montes Ninaquisme, J. C., Stephanie Virginia Ruiz Chacon and William Teófilo Castro Muñoz. 2024 "Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023" Preprints. https://doi.org/10.20944/preprints202401.1650.v1
Abstract
The present study aimed to clarify the relationship between brand awareness and word-of-mouth communication in the fast-food sector, Lambayeque Region, 2023. By adopting a quantitative approach, statistical tools were utilized to measure variables and address hypotheses and objec-tives. The study was correlational in nature, as it demonstrated the relationship between brand awareness and word-of-mouth communication. It was also applied in scope, disseminating learning based on the research that will assist the studied area. Furthermore, this study employed a nonexperimental, cross-sectional design because the variables were only analyzed in the workplace environment at a single point in time and were not manipulated. According to the results, it is evident that consumers will easily recall their favorite brands, provided these brands meet their expectations are deemed significant, and the information on social networks is updated, detailed, useful, and valuable. Moreover, they are likely to recommend them if they recognize and have a positive valuation of the brand, sharing favorable information about it on their social networks and with their peers. The study concludes that virtual interactivity and the quality of information are linked to the generation of brand awareness, which in turn was shown to be a predictor of eWOM.
Keywords
brand awareness; word of mouth; social networks; e-commerce; fast food
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.