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El valor de marca: perspectivas de análisis y criterios de estimación

Author

Listed:
  • Del Río Lanza, Ana Belén
  • Vázquez Casielles, Rodolfo
  • Iglesias Argüelles, Víctor

Abstract

[ES] A lo largo de la última década, se ha originado un importante debate acerca de lo que debe entenderse por valor de marca. En la delimitación de este concepto se han utilizado varias perspectivas de análisis y criterios de estimación muy diferentes, de ahí que aún exista sobre este tema una excesiva ambigüedad. En este trabajo se presenta un marco teórico donde se contemplan distintas perspectivas de estudio y varios criterios de estimación del valor de marca. A partir de este marco, se analizan empíricamente siete criterios de estimación de acuerdo con la información recogida de una muestra de usuarios sobre seis marcas de zapatillas de deporte. Con ello se pretende contribuir a un mejor conocimiento del concepto de valor de marca.

Suggested Citation

  • Del Río Lanza, Ana Belén & Vázquez Casielles, Rodolfo & Iglesias Argüelles, Víctor, 2002. "El valor de marca: perspectivas de análisis y criterios de estimación," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:6997
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    File URL: https://addi.ehu.es/handle/10810/6997
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    Cited by:

    1. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.

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