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Marcas de experiencia: Marcando la diferencia

Author

Listed:
  • Estela Fernández Sabiote
  • María Elena Delgado Ballester

Abstract

Actualmente, la utilización de la marca como estrategia de diferenciación de la oferta parece adoptar una dimensión experiencial no tenida en cuenta hasta el momento en la literatura académica. El objetivo del presente trabajo es demostrar el interés que tiene para una empresa poseer una marca experiencial. De este modo, sobre la base del trabajo de Brakus, Schmitt y Zarantonello (2009), se adapta la escala desarrollada por estos autores a un contexto de consumo y marcas espanolas. Para ello se recogieron, a través de un cuestionario, 278 observaciones de quince marcas pertenecientes a once categorías de producto. Los resultados muestran efectos positivos de la experiencia de marca sobre el capital de marca, la comunicación boca-oreja y la identificación marca - consumidor.

Suggested Citation

  • Estela Fernández Sabiote & María Elena Delgado Ballester, 2011. "Marcas de experiencia: Marcando la diferencia," Estudios Gerenciales, Universidad Icesi, December.
    • Handle: RePEc:col:000129:011259
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1118
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    Cited by:

    1. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.

    More about this item

    Keywords

    Experiencias; marca; capital de marca; identificación; boca-oreja.;
    All these keywords.

    JEL classification:

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

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