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Medición del valor de marca desde un enfoque formativo

Author

Listed:
  • Buil, Isabel
  • Martínez, Eva
  • De Chernatony, Leslie

Abstract

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de investigaciones anteriores, este estudio propone un modelo formativo de orden superior y valida empíricamente dicha conceptualización en dos países, España y el Reino Unido.

Suggested Citation

  • Buil, Isabel & Martínez, Eva & De Chernatony, Leslie, 2010. "Medición del valor de marca desde un enfoque formativo," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:7767
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    Cited by:

    1. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    2. Antonio Marín-García & Irene Gil-Saura & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2021. "Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing," Sustainability, MDPI, vol. 13(2), pages 1-20, January.
    3. José Álvarez-García & María del Carmen Cortés-Domínguez & María de la Cruz del Río-Rama & Biagio Simonetti, 2020. "Influence of brand equity on the behavioral attitudes of customers: Spanish Tourist Paradores," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(5), pages 1401-1427, December.
    4. Irene Gil-Saura & Maja Šerić & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2017. "The causal relationship between store equity and loyalty: Testing two alternative models in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 193-208, March.
    5. Rincón Díez, Virginia & Egaña Urrutia, Mikel, 2016. "Aseguru-etxeen irudi eta posizionamendua Euskal Autonomia Erkidegoan," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.

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