La identidad de marca y actitud de compra en el sector retail en latinoamérica durante 2022.

Abstract

The objective of this research is to examine the impact of brand identity on purchasing attitude in the Latin American retail sector during 2022. Through online commerce and the transformation of the retail landscape, we want to identify how brand identity influences consumer behavior becomes essential in these. The general objective is to analyze the existing literature on this topic from a qualitative approach using the PRISMA method to carry out a systematic review of the literature. During the research, specific research questions were formulated about the methodology applied in the thesis, the theoretical references, the findings and conclusions of the reviewed studies. The inclusion criteria for the selection of articles guarantee the relevance and quality of the research collected. By analyzing the results we can observe the growing importance of brands in the Latin American retail sector in 2022, how the brand identity influences the purchasing attitudes of consumers, highlighting the importance of effective communication of this identity, especially to a through visual stimuli and messages related to family values and sustainability.