Identidad de Marca: Comportamiento de compra en bebidas tradicionales del cantón El Carmen.

Abstract

This research aims to analyse how brand identity influences consumer purchasing behaviour, considering factors such as authenticity, positioning, psychological and situational elements, so that traditional beverages represent more than a consumer product, showing a living expression of the cultural identity of the communities; this study was developed in the canton of El Carmen, through a quantitative and qualitative approach, applying 432 surveys, with Kendall and Spearman correlation tests, the significance between variables is identified; The results confirm that a brand with attributes and cultural connection generates loyalty, trust and preference for the traditional, the purchase decision is influenced by the consumer experience that arises from a cultural meaning attributed to the product; the research provides new routes of analysis in the environment to craft products of cultural value and their impact on the market.