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La influencia de los componentes del valor percibido de la marca en los componentes del perfil de involucramiento del consumidor

Author

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  • Jorge Vera Martínez

Abstract

Se pretenden ofrecer evidencias sobre la influencia que tiene una marca sobre un producto en una elección de compra. Se retoman perspectivas en las que el valor de marca y el involucramiento del consumidor son interpretados como constructos multivariables. Se pretende buscar la relación entre los componentes del valor de marca con los componentes del involucramiento. Para la medición del involucramiento se utiliza un instrumento basado en un modelo de seis componentes. Para el valor percibido de la marca se utiliza un instrumento basado en un modelo de siete componentes. Se aplicaron a una muestra de 1029 consumidores a quienes se les solicitó evaluar uno de entre siete productos que hubieran adquirido recientemente. Se encontró que los componentes del valor de marca en conjunto sí tienen una determinación importante sobre los componentes del involucramiento. Sobresale la relación directa de la marca con el interés y el placer asociados al producto.

Suggested Citation

  • Jorge Vera Martínez, 2010. "La influencia de los componentes del valor percibido de la marca en los componentes del perfil de involucramiento del consumidor," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.
    • Handle: RePEc:col:000431:008254
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    File URL: http://revistas.upb.edu.co/index.php/cienciasestrategicas/article/view/709/625
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    References listed on IDEAS

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    3. Gilles Laurent & Jean-Noël Kapferer, 1985. "Consumer Involvements Profiles: New Empirical Result," Post-Print hal-00820493, HAL.
    4. van Osselaer, Stijn M J & Alba, Joseph W, 2000. "Consumer Learning and Brand Equity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 1-16, June.
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