Incidencia de la ética de la marca en el comportamiento del consumidor guayaquileño del sector pesquero durante la pandemia Covid-19.

Abstract

This research work was developed with the objective of understanding and analyzing the importance of brand ethics on the behavior of the Guayaquil consumer in the fishing sector during the health emergency due to Covid-19. Brand ethics was used as an independent variable and consumer behavior as a dependent variable, which was divided into three sub-variables that were: loyalty, satisfaction and voice to voice. A data collection instrument was applied to 384 consumers in the city of Guayaquil to obtain information about their degree of acceptance with respect to the brands of their likes in the fishing sector and the actions they took to positively face the health crisis, in which that instrument was validated by Escobar y Gómez (2020). Therefore, it was possible to determine the existence of a significant correlation between the brand ethics and consumer behavior variables. The results indicated that the more ethical a brand is, the greater the degree of appreciation by consumers, given that in 2020, consumer behavior became complex, elective and with new preferences for brands that present attributes of corporate social responsibility. In this way, it was proposed to present brand positioning strategies both by quality, by consumer experiences and benefits, as well as by product attributes.