Abstract The aim of the study was to establish the relationship between brand equity and the purchase decision of Master Belle brand customers, Lima - Peru 2021. The research assumed the quantitative approach, hypothetico-deductive model, the non-experimental cross-sectional correlational design. The 150 customers in the company database updated to 2021 were taken as the population; the sample used was made up of 109 customers of the brand. The study was carried out through a questionnaire and its reliability was obtained by the Cronbach's alpha coefficient VM. (0,718) and DC. (0,863). The results indicated a direct and high relationship between the variables, with a Spearman Rho (0,639). In this way, the results showed that the brand equity is significantly related to purchase decision, that is, the greater the perception of a good development of the brand equity, the greater the purchase decision of customers towards Master Belle brand products will be.

Resumen El objetivo del estudio fue establecer la relación entre el valor de marca y la decisión de compra de los clientes de la marca Master Belle Lima - Perú 2021. La investigación asumió el enfoque cuantitativo, el diseño no experimental- transeccional correlacional. Se tomó como población a los 150 clientes actualizados en la base de datos de la empresa al 2021; la muestra utilizada estuvo conformada por 109 clientes de la marca. Se utilizó el cuestionario como instrumento y se obtuvo su confiabilidad por el coeficiente de alfa de Cronbach VM. (0,718) y DC. (0,863). Los resultados indicaron una relación directa y alta entre las variables, con una Rho de Spearman (0,639). De esta manera, en los resultados se pudo evidenciar que el valor de marca se relaciona significativamente con la decisión de compra, es decir que, a mayor percepción sobre un buen desarrollo del valor de marca, mayor será la decisión de compra de los clientes hacia los productos de la marca Master Belle.

Resumen Introducción. La carne de conejo tiene un alto valor nutricional, pero su textura, dureza y color impactan la decisión de compra de los consumidores, por ello su mejora es deseable. Objetivo. Realizar una caracterización física, química y microbiológica de la carne de conejo (Oryctolagus cuniculus) y determinar el efecto de la aplicación de CaCl2 sobre la calidad de la misma. Materiales y métodos. En San José, Costa Rica, entre enero y septiembre, 2015, se analizaron piezas de muslo de conejo marinadas y sin marinar con CaCl2, cocinadas y sin cocinar, tanto al momento inicial como después de un almacenamiento de cinco días. A estas se les efectuó un análisis proximal completo y pruebas de plateo microbiológico, medición de pH, determinación de la pérdida de agua por goteo y medición del color y textura. Resultados. La carne presentó una humedad de 75,3 %, 2,8 % de grasa, 21,1 % de proteína y 0,8 % de cenizas. Las proteínas se distribuyeron en 54,8 % sarcoplasmáticas, 35,1 % miofibrilares y 10,1 % (DE=1,05) del estroma. No hubo diferencias significativas en mediciones del pH. Se encontró una carga inicial de organismos psicrófilos provenientes de fuentes abióticas. En cuanto a la pérdida de agua por goteo, la carne sin marinar tuvo un valor de -1,0±0,7 %, y de -0,1±0,6 % marinada. La adición de CaCl2 produjo una carne más blanca; sin embargo, después de la cocción, presentó un color más amarillo. No se encontraron diferencias significativas en la suavidad al adicionar CaCl2. Conclusiones. La calidad obtenida de la carne de conejo fue comparable con la reportada en la literatura. La adición de CaCl2 por marinado no tuvo un efecto sobre la calidad general de la carne de conejo, bajo las condiciones del presente estudio.

Abstract Introduction. Rabbit meat has a high nutritional value, but its texture, toughness, and color impact consumers' purchasing decisions, therefore making an improvement is desirable. Objective. To perform a physical, chemical, and microbiological characterization of rabbit (Oryctolagus cuniculus) meat and determine the effect of CaCl2 application on its quality. Materials and methods. In San José, Costa Rica, between January and September 2015, pieces of rabbit thigh marinated and unmarinated with CaCl2, cooked and uncooked, were analyzed both at initial time and after five days of storage. A complete proximal analysis and microbiological plating tests, pH measurement, drip loss determination, and color and texture measurement were performed. Results. The meat had a moisture content of 75.3 %, 2.8 % fat, 21.1 % protein, and 0.8 % ash. The proteins were distributed as 54.8 % sarcoplasmic, 35.1 % myofibrillar, and 10.1 % (SD=1.05) stroma. There were no significant differences in pH measurements. An initial load of psychrophilic organisms from abiotic sources was found. Regarding drip loss, unmarinated meat had a value of -1.0±0.7 %, and marinated meat had value of -0.1±0.6 %. The addition of CaCl2 produced a whiter meat; but after cooking, it had a more yellow color. No significant differences were found in tenderness when CaCl2 was added. Conclusions. The quality of the rabbit meat obtained was comparable to that reported in the literature. The addition of CaCl2 by marinating had no effect on the overall quality of rabbit meat under the conditions of the present study.

Abstract: In this article we address the right to rescue of enslaved people. Among the discussions about the rights and access to justice of slaves we find the question of whether or not the right to purchase oneself existed. In a universe in which the law was closely linked to conflict resolution practices, much more than to positive formulations, each decision generated an antecedent for a new case. In 1785, a slave, Juan Betbeze, married to Maria Arce, demanded his wife’s purchase from his mistress and this demand reached the Royal Audience. After three years of litigation in the courts, the slave Juan obtained a Royal Certificate issued by Carlos III by which María’s mistress was forced to sell, accepting the value offered by her husband, ordered by the King. The case thus constitutes the clear antecedent of the recognition of the right to freedom and a fair price for the Rio da Prata region.

Resumen: En este artículo abordamos el derecho al autorescate. Entre las discusiones que penetran las de los derechos y del acceso a la justicia de los esclavos encontramos la de si existía o no el derecho a la compra de sí. En un universo en que el derecho estaba íntimamente ligado a prácticas de resolución de conflictos, mucho más que a formulaciones positivas, cada decisión generaba un antecedente para un nuevo caso. En 1785 un esclavizado, Juan Betbeze, casado con Maria Arce demandó a la ama de su esposa la compra de esta, llegando la demanda hasta la instancia de la Real Audiencia. Después de tres años de pleito en tribunales, el esclavo Juan consiguió una Real Cédula emitida por Carlos III por la cual Mónica Sequeira de Arce, ama de María, fue obligada a la venta por el valor ofrecido por el marido. El caso se constituye, así, en el antecedente claro del reconocimiento del derecho a la libertad y al justo precio para la región del Río de la Plata.

Abstract Knowing consumers' perceptions and purchase intentions is essential to satisfy their needs or exceed their expectations for products demand. At the national level, studies of this type focused on wood are scarce; therefore, this study analyzed the perception of the performance and purchase intentions of consumers to understand the decision processes in the consumption of wood products using different characteristics and comparing them with substitute products. In a first phase, the purchase intention of intermediate (n=197) and final (n=298) consumers of sawn wood products and furniture in the Greater Metropolitan Area of Costa Rica was analyzed through different advertisements. For this, advertisements were designed, and evaluations were made on attitudes and purchase intention considering the type of product, its origin, and whether they are certified or not. In a second phase, a choice experiment was developed to evaluate, by final consumers, specific attributes of wood products. The results showed that in general terms there is a favorable purchase intention for wood- based products; regardless of whether they are domestic or imported. The results of the choice experiment indicated that consumers prefer a product built with solid wood compared to processed wood (plywood), high durability, that does not require assembly, with a natural finish that naturally highlights the grain and imperfections of wood, and as expected, willing to pay the lowest possible price. It becomes evident that there is a preference of wood products particularly solid wood and a tendency to prefer those of domestic origin.

Resumen Conocer las percepciones e intenciones de compra de los consumidores es fundamental para satisfacer sus necesidades o superar sus expectativas en la demanda de productos. A nivel nacional los estudios de este tipo enfocados en madera son escasos; por tanto, se tuvo por objetivo analizar la percepción sobre el desempeño e intenciones de compra de personas consumidoras para entender los procesos de decisión en el consumo de productos maderables utilizando diferentes características y comparándolos con productos sustitutos. En una primera fase se analizó por medio de diferentes anuncios publicitarios la percepción sobre el desempeño y la intención de compra en los consumidores intermedios (n=197) y finales (n=298) de productos de madera aserrada y muebles en el Gran Área Metropolitana de Costa Rica. Para esto, se diseñaron anuncios publicitarios y se corrieron las evaluaciones sobre actitudes e intención de compra considerando el tipo de producto, su origen y si son certificados o no. En la segunda fase se desarrolló un experimento de escogencia (choice experiment) para evaluar, por personas consumidoras finales, atributos específicos de productos de madera. Los resultados evidencian que en términos generales hay una intención favorable de compra por productos a base de madera; incluso sin importar si son de origen nacional o importados. Los resultados del experimento de escogencia indican que las personas consumidoras prefieren un producto construido con madera sólida en comparación con madera procesada (madera contrachapada), de alta durabilidad, que no requiera ser ensamblado, con un acabado natural que resalta naturalmente la veta y las imperfecciones de la madera, y como era de esperar, dispuesto a pagar el menor precio posible. Se hace evidente que existe preferencia de productos de madera particularmente madera sólida y una tendencia a preferir aquellos de origen local.

Resumen El marketing digital está permitiendo a las empresas publicitar y comercializar sus productos y servicios por internet, logrando así, establecer una relación más cercana con sus clientes. Por esta razón, la presente investigación tiene por objetivo determinar su influencia en la decisión de compra y el uso de este como estrategia en la venta de ropa femenina en redes sociales. Para el desarrollo, se ha empleado el modelo de aceptación tecnológica (TAM) y el método de mínimos cuadrados parciales (PLS) con la aplicación de 337 encuestas dirigidas a mujeres entre 18 y 46 años. La evidencia empírica nos da como resultado la facilidad de uso y utilidad percibidas como los constructos más significativos. CLASIFICACIÓN JEL: M0, M1, M10

Abstract Digital marketing is allowing companies to advertise and market their products and services online, thus establishing a closer relationship with their customers. For this reason, this research aims to determine the use of digital marketing as an influence strategy in the sale of women’s clothing on social networks, in order to know the influence of digital marketing on the purchase decision. For the development of the research, the technological acceptance model (TAM) is used and using the partial least squares (PLS) method with the application of 337 surveys aimed at women between 18 and 46 years old. Empirical evidence results in perceived ease of use and perceived usefulness as the most significant constructs for performing digital marketing strategies on social networks. JEL CLASSIFICATION: M0, M1, M10

ABSTRACT Objective: To describe the quality of service in the purchase decision of customers who go shopping to malls in Peru. Method: The type of research was descriptive and relational with a longitudinal non-experimental design. The population sample was made up of people who went to 47 shopping malls located in the capitals of the departments of Peru, where the sample size was determined by convenience, selecting 10 commercial establishments and choosing 206 customers. The applied technique was the survey and the instrument was the questionnaire. Results: For 60% of Peruvians, the quality of services offered by commercial establishments is of average level. Conclusion: Customers who visit shopping malls say that the quality of service influences their purchase decision, which is based on to the speed of attention, fulfillment of offers, staff agility and friendliness; an element that contributes on the brands’ willingness to improve their customer service.

RESUMEN Objetivo: Describir la calidad de servicio en la decisión de compra de los clientes que acuden a los centros comerciales en el Perú. Método: El tipo de investigación fue descriptiva y relacional y con diseño no experimental de corte longitudinal. La muestra poblacional estuvo conformada por personas que acudieron a 47 centros comerciales ubicados en las capitales de los departamentos y el tamaño fue determinado por conveniencia, seleccionando 10 establecimientos comerciales y eligiendo a 206 clientes. La técnica utilizada fue la encuesta y el instrumento, el cuestionario. Resultados: Para el 60 % de los peruanos, la calidad de servicio ofrecida por los establecimientos comerciales determina un nivel medio. Conclusión: Los clientes que acuden a los centros comerciales precisan que la calidad de servicio influye en su decisión de compra, considerando aspectos como la rapidez en la atención, cumplimiento de los ofrecimientos, agilidad y amabilidad; hecho que repercute en el interés de las marcas por mejorar el trato hacia los clientes.

RESUMEN Introducción. El etiquetado nutricional informa al consumidor acerca del tipo y contenido de nutrientes, favoreciendo la selección apropiada según sus necesidades o condiciones de salud. Objetivo. Evaluar la lectura, interpretación y uso del etiquetado nutricional de alimentos en la decisión de compra de adultos del Barrio Villa Morra de Asunción consultados en junio de 2018. Materiales y métodos. Estudio descriptivo transversal, con aplicación de cuestionario estructurado mediante entrevista, con preguntas sobre datos sociodemográficos, frecuencia de lectura, motivos de la lectura o no, uso del etiquetado nutricional, contenidos revisados por el consumidor, interpretación de los términos porción y Porcentaje de Valor Diario (%VD) y acuerdo con la implementación del etiquetado frontal. Resultados. De 100 entrevistados, 73% refirió lectura (siempre y a veces) del etiquetado nutricional, 48% de estos lo emplea para la selección y compra de alimentos y 75 % desconoce o no interpreta los términos de porción y %VD. Los motivos asociados a la lectura fueron “preocupación por la salud de su familia” (36%), “estar a dieta” (33%), y “curiosidad” (23%); la no lectura fue “por falta de tiempo” (61,7%) y “porque no se visibiliza bien, es muy pequeño” (28%); al 91% le parece necesaria la implementación del etiquetado frontal de alimentos como método de alerta. Conclusión. La lectura del etiquetado nutricional es frecuente, no así su correcta interpretación y uso, por lo que urge establecer campañas educativas dirigidas a la población y estrategias como el etiquetado frontal que faciliten y agilicen la lectura e interpretación.

ABSTRACT Introduction. Nutritional labeling informs the consumer about the type and content of nutrients, favoring the appropriate selection according to their needs or health conditions. Objective. Evaluate the reading, interpretation and use of nutritional food labeling in the purchase decision of adults from the Villa Morra neighborhood of Asunción consulted in June 2018. Materials and methods. Cross-sectional descriptive study, with the application of a structured questionnaire through an interview, with questions about sociodemographic data, reading frequency, reasons for reading or not, use of nutritional labeling, content reviewed by the consumer, interpretation of the terms contribution and Percentage of Daily Value (%DV) and agreement with the implementation of front labeling. Results. Of 100 interviewees, 73% reported reading (always and sometimes) the nutritional labeling, 48% of these use it for the selection and purchase of food and 75% of the general population you do not know or do not interpret the terms of portion and %DV. The reasons associated with reading were "concern about the health of their family" (36%), "being on a diet" (33%), and "curiosity" (23%); not reading was referred to for reasons such as "due to lack of time" (61.7%) and "because it is not well visible, it is very small" (28%); 91% think implementation of the front labeling of food as an alert method is necessary. Conclusion. The reading of nutritional labeling is frequent, but its correct interpretation and use is not, which is why it is urgent to establish educational campaigns aimed at the population and implement front labeling to facilitate and speed up reading and interpretation.

Resumo A indústria alimentícia tem apresentado uma grande diversificação de produtos com diferentes sabores, consistências e públicos-alvo. Sobretudo o ramo das sobremesas lácteas apresenta uma vasta gama de produtos com base láctea ou de seus derivados. As sobremesas lácteas sabor chocolate são um dos tipos de sobremesas comerciais mais comuns no Brasil. Nesse contexto, o objetivo deste trabalho foi avaliar atributos sensoriais e instrumentais de sobremesas lácteas achocolatadas disponíveis no mercado local. Cinco marcas de sobremesas lácteas comerciais disponíveis nos mercados de varejo foram avaliadas quanto à cor instrumental, viscosidade aparente e atributos sensoriais para determinar como isso afeta a percepção dos consumidores, usando a Análise de Penalidades e a Análise Hierárquica de Agrupamento. Observou-se falta de uniformidade entre as amostras analisadas, fato que se confirma do ponto de vista sensorial já que entre as opiniões dos consumidores, para a maioria dos atributos, as amostras foram consideradas acima ou abaixo do ideal e que os parâmetros de impressão global, cor e sabor foram os atributos mais significativos que podem influenciar positivamente na decisão de compra. Podemos concluir que os atributos das análises sensorial e instrumental podem ser uma ferramenta importante para a indústria de alimentos para determinar os pontos fracos dos produtos e os desejos dos consumidores-alvo. sabores públicosalvo. públicosalvo públicos alvo. alvo públicos-alvo derivados Brasil contexto local consumidores Agrupamento Observouse Observou analisadas global compra consumidoresalvo. consumidoresalvo consumidores-alvo

Abstract The food industry has presented a great diversification of products with different flavors, textures, and target consumers. In particular, the dairy dessert branch presents a wide range of milkand dairy-based products. Chocolate-flavored dairy desserts are one of the most common types of commercial desserts in Brazil. In this context, the aim of this work was to evaluate the sensory and instrumental attributes of chocolate dairy desserts available in the local market. Five brands of commercial dairy desserts available in retail markets were evaluated for their instrumental color, apparent viscosity and sensory attributes to determine how they affect consumers’ perceptions using penalty analysis and hierarchical cluster analysis. A lack of uniformity between the analyzed samples was observed, a fact confirmed by the sensory perspective since for most of the attributes, consumers considered the samples to be above or below the ideal, and overall liking, color and flavor were the most significant attributes that could positively influence the buying decision. The attributes of sensory and instrumental analysis could be an important tool for the food industry to determine the points of weakness of products and the desires of target consumers. flavors textures particular dairybased based Chocolateflavored Chocolate flavored Brazil context market observed ideal liking decision

Abstract: This study aims to determine the factors that influence purchase decision by millennials from the city of Medellin (Colombia) through virtual media, based on the theory of planned behavior. The methodology is exploratory-descriptive with a quantitative focus of correlational scope. Three-hundred-and-fifty self-administered surveys are gathered. The levels of association between the dimensions of the proposed model were quantified using Somers' D statistic. The results reveal the explanatory capacity of the model and show the factors (attitude and perceived control) that best explain millenials’ willingness to use e-commerce. It is concluded that purchase decision and conduct occurs when the user experience is satisfactory and when the service received and experienced corresponds to the expectations generated around the service.

Resumen: Este estudio tiene como objetivo determinar los factores que influyen en la decisión de compra de los habitantes millennials de la ciudad de Medellín (Colombia) a través de medios virtuales, a partir de la teoría del comportamiento planeado. La metodología es de tipo exploratoria-descriptiva con enfoque cuantitativo de alcance correlacional. Se recolectaron 350 encuestas auto-administradas. Se cuantificaron los niveles de asociación entre las dimensiones del modelo propuesto utilizando el estadístico D de Somers. Los resultados muestran la capacidad explicativa del modelo y revelan los factores (actitud y control percibido) que explican la intención de uso del comercio-e por parte de los millennials. Se concluye que la intención de compra y conducta se produce cuando la experiencia del usuario es satisfactoria, o cuando el servicio recibido y lo experimentado corresponde con las expectativas generadas alrededor del servicio.

Abstract the paper addresses two relevant aspects in the study of the tangible goods purchase decision through the Internet in Costa Rica. Specifying in the first place the buyer profile, based on the person´s own data, but analyzed inductively from an eventual neural perspective, demonstrating the possible neurobehavioral activations that the person could be generating. The second part of the paper points out the conforming elements of the person's electronic purchase decision, indicating the structural aspects of this behavioral pattern, which is also analyzed from the buyer's neurobehavioral perspective, thus managing to detail the aspects that define its final structuring. It ends with a proposal of an equation for the observance of the specific decision in an orderly and systematic way, allowing to generate a model for its eventual application.

Resumen el artículo aborda dos aristas de relevancia en materia del estudio de la decisión de compra de bienes tangibles a través de la Internet en Costa Rica. Precisando en primer lugar el perfil del comprador, el cual es basado en datos propios del individuo, pero analizados de forma inductiva desde una eventual perspectiva neural, haciendo un señalamiento de las posibles activaciones neuroconductuales que la persona pudiese estar generando. La segunda parte señala los elementos conformantes de la decisión de compra electrónica de la persona, indicando los aspectos que estructuran este patrón conductual, mismo que es analizado también desde una perspectiva de la neuroconducta de la comprador, logrando detallar así los aspectos que definen su estructuración final. Se finaliza con una propuesta de ecuación para la observancia de la decisión específica de forma ordenada y sistemática, permitiendo generar un modelo para su eventual aplicación.

RESUMO Objetivo: Esta pesquisa objetiva identificar a influência do engajamento ambiental na intenção de compra de cosméticos sustentáveis por consumidores brasileiros usando a Teoria do Comportamento Planejado. Metodologia: Na fase qualitativa, foram aplicadas duas entrevistas em profundidade, desenvolvendo uma survey considerando as principais crenças comportamentais, normativas e de controle. Na fase quantitativa, uma survey online foi conduzida, obtendo 114 respostas de consumidores de cosméticos sustentáveis, analisadas usando MEE. Resultados: Os achados demonstram uma correlação entre intenção de compra e atitude e controle comportamental percebido. Embora o controle comportamental percebido foi significante, assume uma pequena influência quando comparado à atitude com relação ao comportamento do indivíduo. Isso significa que, quanto mais fortes os benefícios do uso do produto, maior a chance de o consumidor comprar e usar. Ainda, identificou-se que o engajamento ambiental influencia positivamente nas crenças comportamentais e normativas do consumidor. Isso indica que, quanto mais ambientalmente engajado o consumidor se encontra, maiores as vantagens que o indivíduo percebe ao comprar cosméticos sustentáveis. Contribuições teóricas: O estudo estende a teoria ao determinar um modelo com habilidade significante de explorar o engajamento ambiental na intenção de compra de cosméticos sustentáveis. Quanto ao comportamento do consumidor, a pesquisa demonstra que sentimentos pessoais são os principais influenciadores da compra. Relevância/Originalidade: O aumento no consumo sustentável tem atraído a atenção de diversos segmentos de mercado. Este estudo destaca novas proposições com relação à intenção de compra e engajamento ambiental através de proposta, teste e validação de modelo no contexto dos cosméticos sustentáveis.

ABSTRACT Purpose: This research aims to identify the influence of environmental engagement on the purchase intention for sustainable cosmetics by Brazilian consumers using the Theory of Planned Behavior. Methodology: In the qualitative phase, the study conducted two in-depth interviews, aiming to build a survey considering the main behavioral, normative, and control consumer beliefs. In the quantitative phase, an online survey was conducted. We analyzed 114 responses from sustainable cosmetics consumers, using SEM. Findings: The results revealed a correlation between purchase intention, consumer attitude, and perceived behavioral control. Although the perceived behavioral control was considered significant, it has a small influence when compared to the individual’s attitude toward the behavior. This means that the stronger the advantages and benefits of using the product, the more likely the consumer is to buy and use it. Also, environmental engagement was proven to positively influence consumer behavioral and normative beliefs. It indicates that the more environmentally engaged the consumer, the greater the advantages the individual perceives in buying sustainable cosmetics. Theoretical contributions: The study extends the theory by determining a model with a significant ability to explain the environmental engagement in sustainable cosmetics’ purchase intention. Regarding consumer behavior, this research has shown that personal feelings are the main influencer of purchase. Relevance/Originality: The increase in sustainable consumption has attracted the attention of the most diverse market segments. This study brings light to new propositions concerning purchase intention and environmental engagement by proposing, testing, and validating a model in the context of sustainable cosmetics.

Resumen Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables planteadas. Se presentan importantes implicaciones para la gestión de la comunicación del sector analizado. Clasificación JEL: M31.

Resumo As redes sociais reestruturaram o paradigma da comunicação no marketing. Pesquisas recentes mostram que o comportamento de revisão está assumindo um papel crítico nas decisões de compra dos consumidores. Nesse contexto, o presente estudo desenvolveu uma estrutura de pesquisa para determinar a cadeia de relacionamento entre influência social, credibilidade boca a boca percebida, adoção boca a boca e intenção de compra aplicada à indústria de cosméticos equatoriana. Através de uma amostra de 406 consumidores e da aplicação do método de análise de equações estruturais, os resultados mostram a relação entre as variáveis levantadas. Apresentam-se importantes implicações para a gestão da comunicação do setor analisado.

Abstract Social networks have restructured the marketing communication paradigm. Recent research shows that the behavior of consulting reviews is acquiring a fundamental role in the purchase decision of consumers. In this context, the present study developed a research framework to determine the relationship among the variables social influence, word-of-mouth perceived credibility, word-of-mouth adoption, and purchase intention applied to the cosmetics industry in Ecuador. Through a sample of 406 customers and the application of the structural equation analysis method, the results evidence the connection between the variables proposed. Significant implications are presented for the communication management of the companies of the analyzed sector.

Abstract Rationality is a concept that has been studied for a long time from several approaches or disciplines. Interest in its analysis arises from its importance as one of the mental functions or human capacities that most influence the conduct as they are linked to decision making. Consumption is one of the most common behaviors of human beings, since we are constantly consuming and, therefore, making purchasing decisions. This process is, at the same time, a fundamental basis for the functioning of the markets. In this article rationality is discussed, initially, from the conventional economics approach or neoclassical economic theory that conceives individuals rational decision makers and, subsequently, incorporating the behavioral economics approach that includes, other elements such as emotion, motivation, attitude and perception in the equation, factors that would be assumed to be irrelevant but which this discipline seeks to integrate into the study of bounded rationality. This reflection is considered relevant since it is noted that the consumer’s purchasing decision is influenced by factors that add to their rationality and could even distort it.

Resumen La racionalidad es un concepto que ha sido estudiado desde hace mucho tiempo y bajo varias disciplinas y enfoques. El interés por su análisis surge de su importancia como una de las funciones mentales o capacidades humanas que más influyen en la conducta al estar ligada a la toma de decisiones. El consumir es una de las conductas más consuetudinarias del ser humano, constantemente se consume y, por lo tanto, se toman decisiones de compra. Este proceso constituye, al mismo tiempo, una base fundamental para el funcionamiento de los mercados. El artículo aborda la racionalidad, inicialmente, desde el enfoque de la economía convencional o teoría económica neoclásica que concibe individuos como tomadores de decisiones racionales, y, posteriormente, incorpora el enfoque de la economía del comportamiento (EC), que incluye en la ecuación otros elementos como la emoción, la motivación, la actitud y la percepción, factores que se supondrían irrelevantes pero que esta disciplina busca integrar al estudio de una racionalidad limitada. Se considera relevante esta reflexión al advertirse que en la toma de decisiones de compra del consumidor inciden factores que se agregan a su racionalidad e incluso podrían distorsionarla.

Resumo A atividade imobiliária está permeada por inúmeros riscos, os quais podem inviabilizar em determinado grau o investimento feito em um empreendimento. Entre esses, um dos mais impactantes é a falta de adequação do produto ofertado ao mercado que se pretende atingir. Nesse sentido, é primordial o entendimento do comportamento do consumidor-alvo de um empreendimento, o que torna fundamental a compreensão de como ocorre o processo decisório e de quais fatores e atributos impactam em sua escolha. Com esse intuito, a pesquisa apresenta uma revisão sistemática de literatura, tendo como objetivo principal a identificação de clusters para análise de conteúdo e uma proposta de classificação dos fatores que influenciam a decisão de compra de imóveis para fins de moradia. Os resultados obtidos indicam que as pesquisas realizadas acerca do assunto são recentes e vêm ganhando maior volume nos últimos anos, e que há baixa oferta de publicações brasileiras com tal abordagem. Poucos estudos relacionam todas as categorias de aspectos que afetam o processo decisório estudado, sendo os fatores relacionados ao consumidor os menos considerados.

Abstract Real estate activity is permeated by numerous risks, which can make the investment made in a development unfeasible, to a certain degree. One of the most impactful risks is the lack of adequacy of the product to the market that is intended to. Hence, it is essential to understand the behaviour of a project’s target consumers, which makes it crucial to understand how their decision-making process occurs and which factors and attributes impact on their choice. This study presents a systematic literature review, aiming primarily at identifying clusters for content analysis and a proposal of classification of the factors that influence the decision-making of customers buying homes. The results obtained indicate that studies on the matter are recent and have been increasing in number in the past few years, and also that there the offer of Brazilian publications on the subject is insufficient. Only few studies include all the categories of aspects that influence the decision-making process studied, with the factors related to consumers markedly absent.

Resumen La personalidad de marca es una percepción ampliada que tiene el consumidor hacia las marcas, lo que involucra una relación con este y se fundamenta en aspectos relacionados en la compra como el precio, la calidad o el sabor; pero asociar características de personalidad y emocionalidad a la marca genera una percepción interesante que define el mismo consumidor. Por ello este artículo tiene como objetivo identificar la personalidad de marca percibida hacia las marcas de alimento para mascotas, perros y gatos, por parte de sus dueños en la ciudad de Bogotá. Para esto se llevó a cabo un estudio descriptivo y de corte transversal, a través de la aplicación de un instrumento a 388 personas dueñas de mascotas perros y gatos. Entre los resultados se destacó el reconocimiento como uno de los principales rasgos de personalidad que identifican a estas marcas de alimentos, ya que es un factor que sí influye en la decisión de compra y si el consumidor es de un nivel socioeconómico menor, logra percibir o identificar más fácil los rasgos de personalidad en las marcas.

Resumo A personalidade da marca é uma percepção ampliada que o consumidor tem em relação às marcas, que envolve um relacionamento com ela, e se baseia em aspectos relacionados à compra como preço, qualidade ou sabor. Entretanto, associar características de personalidade e emotividade à marca gera uma percepção interessante que é definida pelo próprio consumidor. Portanto, este artigo tem como objetivo identificar a personalidade de marca percebida pelo consumidor para marcas de alimentos de cães e gatos por seus proprietários, na cidade de Bogotá. Para isso, foi realizado um estudo descritivo e transversal, por meio da aplicação de um instrumento a 388 proprietários de cães e gatos de estimação. Entre os resultados, destacou-se o reconhecimento como um dos principais traços de personalidade que identificam essas marcas de alimentos, pois é um fator que influencia na decisão de compra, e, se o consumidor for de nível socioeconômico mais baixo, consegue perceber melhor ou mais facilmente traços de personalidade nas marcas.

Abstract Brand personality is an expanded perception that the consumer has towards brands, which involves a relationship with this, and that is based on aspects related to the purchase as it is the: price, quality or taste, but however, associating personality characteristics and emotions to the brand generates an interesting perception that defines the consumer himself themselves. For this reason, this the article aims aimed to identify the brand personality, perceived for of dog and cat pet food brands by their owners in the city of Bogotá. For this, a descriptive and cross-sectional study was carried out, through the application of an instrument to 388 people who owned pets, dogs, and cats. Among the results, recognition was highlighted as one of the main personality traits that identify these food brands, since it is a factor that does influences the purchase decision and if the consumer has a lower socioeconomic level, and manages to perceive more easily the personality traits of the brands.