Como citar APA:

Rangel, E.

(2024) Humanization of the brand and its impact on the

purchase decision. Case: Tecnológico Universitario Espíritu Santo . Repique, 6(2), 42-58

Vol. 6 Núm. 2

Julio - Diciembre 2024

e-ISSN: 2550-6676

pp 42 - 58

Humanization of the brand and its impact on the purchase

decision. Case: Tecnológico Universitario Espíritu Santo

Ernesto Rangel Luzuriaga

Abstract

By establishing an emotional relationship with consumers, brands

can promote trust, which gives them an important competitive

advantage. The objective is to analyze the positioning of a brand

according to consumers' perceptions. This objective responds to an

outcome of the research project: Methodology for measuring

positioning through multivariate analysis, for the development of

brand equity: a business approach. In order to create marketing

programs that help increase the rate of student recruitment at

Tecnológico Universitario Espíritu Santo and focus its resources on

the indicated segments, a qualitative type of research was used, with

a multidimensional scaling model, with the Statistical Package for the

Social Sciences (SPSS) program. The sample consisted of participants

from the different studies selected for analysis, the techniques used

were focus groups, a survey for data collection and a bibliographic

review; the instrument used was the data collection form. The

qualitative analysis highlights the relevance of sincerity, passion and

extroversion as qualities that establish a positive relationship

between individuals and brands, thus indicating a possible

connection between customer loyalty and brand identity.

Key words:

Consumer, Competitiveness, Emotional, Brands, Loyalty,

* Mgs. Instituto Superior Tecnológico Universitario Espíritu Santo, ewrangel@tes.edu.ec,

https://orcid.org/0000-0002-0037-8383

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Humanización de la marca y su impacto en la decisión de

compra. Caso: Tecnológico Universitario Espíritu Santo

Resumen

Al establecer una relación emocional con los consumidores, las

marcas pueden fomentar la confianza, lo que les proporciona una

importante ventaja competitiva. El objetivo es analizar el

posicionamiento de una marca según las percepciones de los

consumidores. Este objetivo responde a un resultado del proyecto

de investigación: Metodología de medición del posicionamiento

mediante análisis multivariante, para el desarrollo del valor de marca:

un enfoque empresarial. Con la finalidad de crear programas de

mercadotecnia que ayuden a incrementar la tasa de captación de

estudiantes en el Tecnológico Universitario Espíritu Santo y enfocar

sus recursos a los segmentos indicados, se utilizó una investigación

de tipo cualitativo, con un modelo de escalamiento

multidimensional, con el programa Statistical Package for the Social

Sciences (SPSS). La muestra estuvo constituida por participantes de

los diferentes estudios seleccionados para el análisis, las técnicas

utilizadas fueron grupos focales, una encuesta para la recolección de

datos y una revisión bibliográfica; el instrumento utilizado fue el

formulario de recolección de datos. El análisis cualitativo destaca la

relevancia de la sinceridad, la pasión y la extroversión como

cualidades que establecen una relación positiva entre los individuos

y las marcas, indicando así una posible conexión entre la fidelidad

del cliente y la identidad de marca.

Palabras clave:

Consumidor, Competitividad, Emocional, Marcas,

Lealtad

Ernesto Rangel Luzuriaga

Received : 19-03-2024

Approved: 08-05-2024

INTRODUCTION

Consumer familiarity when purchasing products and the strategies

applied by marketers in a highly competitive market are two crucial

aspects that define the importance of humanizing a brand and its

impact on purchasing decisions. By establishing an emotional

connection with consumers, brands can build customer trust and

loyalty, which translates into an important competitive advantage.

Humanizing a brand involves creating an authentic identity that

resonates with the values and desires of the target audience, which

can decisively influence consumers' purchasing behavior by

establishing an emotional connection that goes beyond the

features of the product or service offered.

In an environment where competition is fierce and market

saturation is commonplace, humanizing a brand becomes an

essential strategy to stand out and cultivate strong relationships

with consumers, which in turn can translate into greater commercial

success. Consumers tend to feel more confident buying products

from well-known brands, as they believe they offer higher quality

and reliability. This can make it difficult for lesser-known brands to

gain consumer trust (Alvarez, H., et al., 2022). This is a crucial factor

in the purchase process, and well-known brands often benefit from

an inherent advantage in this regard.

Consumers tend to associate the familiarity of a brand with the

quality and reliability of its products. This perception is reinforced

by positive past experiences and effective marketing campaigns

that reinforce the brand's image. Consequently, lesser-known

brands face a significant challenge in gaining consumer trust, as

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they lack the same level of recognition and reputation as

established brands.

The lack of trust in lesser-known brands may be due to consumers'

perception of risk. Faced with uncertainty about the quality and

product performance of a lesser-known brand, consumers tend to

opt for brands they consider safer and more proven. This

phenomenon is compounded by the risk aversion inherent in many

purchasing decisions, which leads to a preference for the known

and established over the unknown.

Lesser-known brands face a dual challenge: they must not only

overcome consumer unfamiliarity, but also counter the entrenched

perception that popular brands offer higher quality and reliability.

To address this problem, these brands may need targeted

marketing and communication strategies that highlight their

product attributes, offer quality assurances and build trust through

testimonials from satisfied customers or partnerships with industry

opinion leaders.

The purpose of this project is to examine how consumers perceive

a brand, which will serve as a basis for developing marketing

strategies to attract students to Tecnológico Universitario Espíritu

Santo and optimize the allocation of resources to the appropriate

segments. A thorough understanding of consumer perspectives is

critical in the business world, especially when it comes to

understanding their buying preferences in a marketplace saturated

with similar options.

When consumers are faced with products that offer similar features,

the influence of marketing can be a determining factor in their

purchasing decisions. It is crucial to investigate how consumers

perceive the image of brands, what factors influence their choice

and how they respond to advertising strategies. This detailed

knowledge enables companies to adapt their marketing strategies

Ernesto Rangel Luzuriaga

to better meet consumers' needs and desires, as well as to identify

opportunities to differentiate themselves from the competition.

Understanding the consumer's view of their buying preferences not

only provides valuable information about their behaviors and

motivations, but also allows companies to adjust their business

strategies more effectively. By understanding why consumers

choose popular branded products, companies can identify areas for

improvement in their own marketing strategy, from product

differentiation to brand communication.

In-depth analysis can help companies develop more persuasive

marketing messages and build stronger relationships with

consumers by directly addressing their concerns and preferences.

Ultimately, understanding and analyzing the consumer perspective

is essential to remain competitive in an ever-changing marketplace

and to ensure the relevance and effectiveness of marketing

strategies in today's business world.

There are aspects of everyday life, which are important to

understand in order to perform an analysis based on purchases,

trade or consumption; Rodríguez, L., & Velandia, A. (2018), mention

that, the concept of Brand Value or Brand Equity arises as a singular

idea, interpreted either as the price that a consumer is willing to pay

or as the perception that a consumer has about a brand and its

ability to foster loyalty.

Understanding how consumers perceive communication about

social issues and analyzing the transparency of these actions is

essential to determine the importance consumers attach to a

brand's human approach. Gálvez, S., et al., (2021), mention that this

analysis will enable brands to better understand the level of

engagement consumers expect in relation to the social role they

expect them to play. This deeper understanding will make it easier

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for brands to establish a more authentic and engaged approach to

their consumers' social expectations.

It is essential to understand how consumers' perception of

communication on social issues influences the humanization of a

brand. By assessing the transparency of these actions, companies

can better understand how consumers perceive the brand's social

commitment and how this aspect contributes to the humanization

of its image. By taking this point into account, brands can adapt

their communication strategies to authentically and genuinely

reflect their commitment to relevant social issues.

Other aspects worth defining are consumer purchasing

preferences; Ortega, C. (2021) mentions that, in practice, each

government agency, faced with different needs, makes decisions

about what to buy and in what quantity. This diversity of decisions

can result in the occurrence of overpricing, inefficiencies and

dispersion of actions, which can lead to a series of problems in

terms of the real benefit obtained from the allocated budgets.

What the author points out is that it depends not only on the degree

of affinity with a product, but also on a series of factors that derive

from the action of buying, such as economic level, social influence,

usefulness or diverse needs, among others. Possebon, J., et al.,

(2019) already mentioned. The buying process begins when needs

are identified, and the willingness to buy arises from the individual

motivations and stimuli of each person.

There is abundant information on the theories, characteristics, and

processes of buying, as well as on the cultural, social, and

psychological factors that directly affect consumers' buying

decisions. Therefore, understanding customers and, above all,

understanding what, when and how they influence their behavior,

is very valuable information for a company's decision making.

Although understanding consumer buying behavior is not a simple

Ernesto Rangel Luzuriaga

task, this in-depth knowledge is essential for effective decision

making in companies (Garcia, & Gastulo., 2018).

Authors such as Zavaleta, M., et al., (2023), mention that consumers

demand more than product features, they seek experiences that

connect them emotionally with brands. For this reason, experiential

marketing is being treated with greater emphasis by companies, as

it offers opportunities to create meaningful emotional bonds with

customers; which brings us to the other side of the coin, what

marketers should do to create that bond with customers about their

brand.

Peñarrieta, G. (2021), states that fostering two-way interactions,

building communities of followers, providing a more human identity

to the brand and generating value are key aspects. In this context,

customer service plays a fundamental role, and social networks are

presented as an ideal environment to carry out these actions; this

action contributes to building solid relationships and satisfying

customers' needs and expectations. Social networks offer an ideal

space to carry out these activities, as they allow direct and close

communication with users, thus facilitating the creation of

emotional bonds and the construction of a solid brand with a base

of committed followers.

Humanizing brands is essential for business success. In the

communication strategy, knowing the identity behind the brand is

crucial. By identifying the people involved, and not just what the

brand stands for, the receiver will feel more understood (Cabarcas,

E., et al., 2022). This connection is based on mutual understanding

and the brand's ability to empathize with the needs, values and

desires of its audience. By showing the human face behind the

brand, trust is generated and the relationship between the

company and its customers is strengthened, which can translate

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into increased loyalty, positive recommendations and, ultimately,

commercial success.

Verastegul, F., & Vargas, J. (2021) state that, the use of visualization,

presentation, management and seduction techniques in

merchandising, both in physical and digital environments,

demonstrate their effectiveness in achieving positive results. These

strategies not only attract new customers, but also generate

significant increases in sales for any company.

METHODOLOGY

The research process begins with a focus on qualitative research.

This methodology is deliberately chosen to delve deeper into

consumers' perceptions and experiences in relation to brands. The

multidimensional scaling model will be used, with the Statistical

Package for the Social Sciences (SPSS) program. Qualitative

research allows exploring in detail how consumers interact with

brands, what emotions and associations they evoke, and how these

influences affect their purchase decisions (Moscoso, L., & Díaz, L.

2018).

To conduct this study, students from Tecnológico Universitario

Espíritu Santo were sampled, the inclusion of a variety of

perspectives ensures a more complete and nuanced understanding

of how brand humanization affects different consumer groups

(Bron, M. 2019). These participants are recruited from previous

studies related to the topic, which provides a solid foundation for

comparative analysis. In addition to using tools such as focus

groups to find the main attributes, and survey for data collection

(Sanchez, M., et al., 2021), a comprehensive literature review is

conducted to contextualize the findings and enrich the theoretical

understanding of the topic.

Ernesto Rangel Luzuriaga

The main instrument used to collect information during the study is

the data collection form. This tool provides an organized structure

for recording and analyzing relevant data related to brand

humanization and its impact on the purchase decision. The data

collection sheet allows systematizing the information collected from

various sources, which facilitates the identification of significant

patterns and trends in the qualitative data obtained (Gonzáles, J.

2020). Together, these elements make up a rigorous and systematic

research process that sheds light on the complex interaction

between brand humanization and consumer behavior in the

purchasing process.

RESULTS

The findings of Hannis, J. (2020), indicated that people connect

favorably with the brand in terms of sincerity, passion and

extraversion. These results validate the association between brand

loyalty and brand personality, which varies according to the

individual analysis of people. While demographic factors have some

influence on this relationship, communication strategies balance

this impact through the value perceived by consumers.

The participants of the study conducted by Valera, L. (2016), are of

the opinion that the advertising medium used by brands does not

influence their final purchase decision, although men tend to be

more influenced by commercial brands. This contrasts with the fact

that, despite consuming in several stores, they find that Mercadona

offers greater convenience, better value for money and a greater

variety of products, despite the fact that this chain does not

advertise and offers mainly private labels.

Mendoza, D., (2021) in the results of his study points out that,

during the stage of recognition of a need in the purchase decision

process of the participating fast fashion consumers, the indicators

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have an occasional average influence. In addition, it highlights that

cultural elements, such as seeing family or friends wearing a

garment they like and the desire to be fashionable, always influence

more frequently. It is noted that marketing influence is at a

secondary level, as casual contact with garments or stores on the

street is often the result of carefully planned display or discount

situations. On the other hand, the influence of advertising

campaigns in recognizing the need to buy is rarely relevant.

The results of these indicators are organized according to the

magnitude of the average, which establishes a rating hierarchy. This

means that the attribute with the highest rating is the humanitarian

one, while the one with the lowest rating is the modest one. To

calculate the average rating, a numerical value is assigned to each

response option, which facilitates the calculation process (Mayorga,

J. 2017).

The findings of Hannis, J. (2020), highlight the importance of

sincerity, passion and extraversion as attributes that generate a

positive connection between people and brands, suggesting an

association between consumer loyalty and brand personality. While

demographic factors may influence this relationship,

communication strategies can balance this impact by delivering

perceived value to consumers.

On the other hand, Valera, L. (2016), reveals that, although the

advertising medium does not significantly affect consumers'

purchasing decisions, men tend to be more influenced by

commercial brands. This finding contrasts with consumers'

preference for Mercadona, which offers convenience, value for

money and a wide variety of products despite its non-advertising

approach. In addition, Mendoza, D. (2021), highlights that, during

the needs recognition stage in the fast fashion buying process,

Ernesto Rangel Luzuriaga

cultural factors have a significant influence, while marketing

influence is considered secondary.

Finally, Mayorga, J. (2017), establishes a hierarchy of valuation for

the indicators, where the humanitarian attribute is the most valued

and the modest the least valued, providing a clear structure for the

interpretation of the results.Principle of the form.

The study by Hannis, J. (2020), highlights the importance of brand

personality in the emotional connection established by consumers.

The results reveal that aspects such as sincerity, passion and

extraversion are key elements in generating a positive and lasting

relationship between customers and the brand. This relationship

translates into a higher level of consumer loyalty. In addition, the

study suggests that while demographic factors may influence this

relationship, communication strategies are critical to balance this

impact, as they contribute to consumers' perception of value. Taken

together, these findings underscore the importance of brands

developing a distinctive and authentic personality, as well as

effective communication strategies, to establish strong emotional

connections with their customers and foster long-term loyalty.

Analyzing what Valera, L. (2016) stated about the apparent paradox

between the influence of brand advertising and consumers'

purchasing decisions. Although respondents indicate that the

advertising medium does not significantly impact their final choices,

there is a tendency among men to be guided more by commercial

brands. However, this behavior contrasts with the preference for

Mercadona, where consumers find convenience, value for money

and assortment, despite the fact that this chain does not invest in

advertising and offers mainly private labels.

This finding suggests to the authors that while advertising may

influence certain segments of the population, other factors such as

convenience, price and product variety play a crucial role in the final

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purchase decision. The preference for Mercadona, despite its non-

advertising focus, highlights the importance of customer

satisfaction and perceived value in consumer loyalty, even in a

highly competitive environment.

The results presented by Mendoza, D. (2021), offer a detailed view

on how fast fashion consumers experience the needs recognition

stage in their purchase process. It is highlighted that, although

indicators have an occasional influence on this stage, cultural

aspects, such as the influence of friends or relatives and the desire

to follow fashion trends, exert a much more constant and significant

influence. This finding suggests that, in the context of fast fashion,

consumers are more likely to be influenced by social and cultural

factors than by traditional marketing strategies.

The low relevance of advertising campaigns in recognizing the need

to purchase highlights the importance of other forms of brand

exposure, such as street display and price promotions, in the

consumer decision-making process. In summary, these results

underscore the complexity of consumer behavior in the fast fashion

industry and the need for companies to understand and adapt to

the cultural and social influences at play.

The approach used by Mayorga, J. (2017), by ordering the

indicators according to the magnitude of the average and

establishing a valuation hierarchy, provides a clear structure for

understanding the relative importance of each attribute evaluated.

By identifying the humanitarian attribute as the most highly valued

and the modest attribute as the least valued, it highlights the

importance that consumers attach to aspects related to social

responsibility and the humanitarian impact of a brand or product.

This quantitative approach, by assigning numerical values to each

response option, allows for an accurate and objective assessment

of the data collected, thus facilitating the interpretation of results

Ernesto Rangel Luzuriaga

and informed decision making. Ultimately, this analysis

methodology provides valuable guidance for companies in

prioritizing their efforts and resources in areas that have the greatest

impact on consumer perception and preferences.

CONCLUSIONS

The findings presented reveal a diversity of factors that influence

the purchase preferences of Tecnológico Universitario Espíritu

Santo students in a market saturated with similar options. The

importance of sincerity, passion and extraversion are highlighted as

attributes that generate a positive connection between people and

brands, suggesting an association between consumer loyalty and

brand personality. However, it is noted that demographic factors

may have some influence on this relationship, although

communication strategies can offset this impact by providing

perceived value to consumers.

On the other hand, there is evidence that traditional advertising

may have a limited effect on consumers' purchasing decisions,

especially in comparison with other factors such as convenience,

value for money and product variety. Although men tend to be

more influenced by commercial brands, consumers' preference for

certain brands or establishments may be based on more practical

and concrete considerations, such as shopping experience and

overall satisfaction.

In the specific context of fast fashion, it is observed that cultural

factors play a significant role in the need recognition stage of the

buying process. The influence of marketing is considered secondary

to the consumer's personal experience and social environment. This

finding suggests that marketing strategies should be adapted to

reflect consumers' cultural and social preferences, rather than

relying exclusively on traditional advertising campaigns.

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Ultimately, the results presented highlight the importance of

understanding individual consumer perspectives and preferences in

an increasingly competitive marketplace. While marketing may

influence some purchasing decisions, other factors such as

shopping experience, perceived quality and personal preferences

play an equally important role. For companies, therefore, in-depth

knowledge and analysis of the consumer perspective is essential to

adapt their marketing strategies and better meet the needs and

desires of the market.

Brand humanization and its influence on purchase decisions

represent a fascinating and evolving area of research in marketing.

To explore this topic further, there is a need to explore how factors

such as authenticity, empathy and personalization affect consumer

perception and, ultimately, purchase behavior. Important questions

include the role of new technologies in brand humanization, the

influence of culture and socioeconomic context on the

interpretation of humanizing strategies, and the extent to which

emotional connection to the brand translates into consumer loyalty

and advocacy. These studies could shed light on how companies

can cultivate deeper and more meaningful relationships with their

audiences, generating a positive impact on their long-term business

success.

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