Brand identity it's important in consumer behavior of caracol brand?

Abstract

This work aimed to analyze the importance of brand identity in consumer behavior of baby clothes and accessories and if that behavior has consequences loyal and willing to pay a premium price. The brand identity is seen as containing a wide range of constructs associated with it, such as brand awareness, brand image and in this case also, the image of the store. On the other hand, if the brand has a strong identity, consumers will be willing to repeat their purchases and pay a higher price for the brand. For it became a collection of quantitative data through a survey conducted in stores and estimated a structural equation model. The main conclusions were that brand awareness is weak but consumers are loyal and are willing to pay a higher price.