La Influencia del branding en la intención de compra en el servicio de delivery en la ciudad de Machala, El Oro

The objective of this research is to analyze the influence of branding on the purchase intention within the delivery sector in the city of Machala, El Oro. For this purpose, the variables naming and graphic brand were evaluated as key components in the construction of branding, and how this, in turn, affects the purchase decision of consumers. In this context, a quantitative approach was applied with partial least squares structural equation modeling (PLS-SEM) on a sample of 250 people belonging to the Z and millennials generations, aged between 20 and 40 years. Data were collected through an online Likert-scale questionnaire. The results confirmed that naming and graphic branding significantly influence branding, and that branding has a direct impact on purchase intention. Finally, it is concluded that consciously adopting branding strategies can strengthen consumer loyalty, improve the positioning of local companies and increase their competitiveness in today's digital environment.