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capital de marca de los restaurantes?

Author

Listed:
  • Irene Gil-Saura
  • María Gabriela Montesdeoca-Calderón
  • María Eugenia Ruiz-Molina

Abstract

El presente trabajo tuvo por objetivo evaluar la incidencia de las prácticas verdes, la innovación sostenible y el manejo del desperdicio alimentario en la construcción del capital de marca de los restaurantes. A partir de una investigación cuantitativa dirigida a responsables de restaurantes en Ecuador, se obtuvieron 120 cuestionarios válidos que permitieron estimar un modelo de ecuaciones estructurales a través de la regresión de mínimos cuadrados parciales. Los resultados obtenidos evidencian que las prácticas verdes orientadas a la formación del empleado y la innovación sostenible contribuyen significativamente a la reducción del desperdicio alimentario, que, a su vez, junto a las prácticas verdes orientadas a la sensibilización del consumidor, influyen positivamente en el capital de marca de los restaurantes.

Suggested Citation

  • Irene Gil-Saura & María Gabriela Montesdeoca-Calderón & María Eugenia Ruiz-Molina, 2020. "capital de marca de los restaurantes?," Estudios Gerenciales, Universidad Icesi, vol. 36(154), pages 100-113, March.
    • Handle: RePEc:col:000129:018073
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3349
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    More about this item

    Keywords

    sostenibilidad; prácticas verdes; manejo del desperdicio alimentario; innovación sostenible; capital de marca; restaurantes;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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