Relationship between Brand Awareness and Word-of-Mouth Communication in the Fast Food Sector of the Lambayeque Region, 2023
Jose Carlos Montes Ninaquisme,
Marco Agustín Arbulu Ballesteros,
Benicio Gonzalo Acosta Enriquez
et al.
Abstract:The present study aimed to clarify the relationship between brand awareness and word-of-mouth communication in the fast-food sector, Lambayeque Region, 2023. By adopting a quantitative approach, statistical tools were utilized to measure variables and address hypotheses and objec-tives. The study was correlational in nature, as it demonstrated the relationship between brand awareness and word-of-mouth communication. It was also applied in scope, disseminating learning based on the research that will assist the… Show more
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