| Journal: | Academia. Revista latinoamericana de administración |
| Database: | CLASE |
| System number: | 000296887 |
| ISSN: | 1012-8255 |
| Authors: | Vera Martínez, Jorge1 |
| Institutions: | 1Instituto Tecnológico y de Estudios Superiores de Monterrey, México, Distrito Federal. México |
| Year: | 2008 |
| Number: | 41 |
| Pages: | 69-89 |
| Country: | Colombia |
| Language: | Español |
| Document type: | Artículo |
| Approach: | Analítico, descriptivo |
| Spanish abstract | Este trabajo tiene dos fines: el primero consiste en introducir el concepto perfil de valor de marca, sustentado en que el valor percibido de marca es un constructo multidimensional y que su utilidad radica en que marcas con perfiles semejantes serían competidoras próximas. Como segundo objetivo se presenta un instrumento que mide estas dimensiones. Los reactivos del instrumento fueron planteados para adaptarse a distintas categorías de producto. Se presentan los resultados del proceso de diseño del instrumento, llamado VMC7. Fue aplicado a consumidores de siete categorías de producto y cada sujeto evaluó la marca comprada. Se muestran los puntajes por componente, los cuales conforman el perfil de cada marca y mediante dendogramas se muestran sus distancias preceptuales |
| English abstract | This research has a twofold purpose: First, to introduce a notion of brand equity profile based on the idea that consumer-based brand equity is a construct composed of various components. The utility of this concept stems out of the idea that brands can be differentiated not only by a degree of perceived value, but can also be characterized through value profiles depending on the combined intensities in its components. Thus, brands with similar profiles will tend to form market niches and compete directly with each other. Second, this paper presents an instrument to measure these brand equity components and thus determine these brand profiles. The questions used in this instrument were designed for different product categories and therefore constitute a multi-product instrument. This allows for comparisons to be made between brands in different product categories and classify them by profile type, independently of the products that constitute the brand. The process of design, trust and validity of this measurement instrument named VMC7 (Component Brand Equity in spanish) is presented. This instrument was applied to buyers-consumers in one of the seven product categories selected for this study. The scores obtained for each component of the brand equity profile, and the perceptual distances between each of the brands obtained through dendograms, are presented as results |
| Disciplines: | Administración y contaduría |
| Keyword: | Mercadotecnia, Marca, Valor de marca, Consumidores, Medición |
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