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La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

Author

Listed:
  • Osiris María Echeverría-Ríos
  • José Melchor Medina-Quintero
  • Demian Abrego-Almazán

Abstract

La autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación.

Suggested Citation

  • Osiris María Echeverría-Ríos & José Melchor Medina-Quintero & Demian Abrego-Almazán, 2021. "La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México," Estudios Gerenciales, Universidad Icesi, vol. 37(160), pages 364-374, August.
    • Handle: RePEc:col:000129:019522
    DOI: 10.18046/j.estger.2021.160.3966
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    More about this item

    Keywords

    autenticidad; imagen; marca; cerveza;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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