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El valor de las marcas de distribuidor y sus antecedentes: el caso de las marcas de cadena

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  • Beristain Oñederra, José Juan

Abstract

Partiendo de una revisión de la literatura sobre la compleja realidad de las marcas de distribuidor, el concepto del valor de la marca y sus antecedentes, este trabajo plantea varias hipótesis referentes al efecto de la imagen de enseña y el precio sobre el valor de un tipo de marca de distribuidor (las marcas de cadena), que se contrastan en el sector de los hipermercados. El propósito de este artículo es indagar en los antecedentes clave del valor de las marcas de distribuidor, con el fin de alcanzar un mayor conocimiento de las vías que permiten aumentar el valor de las marcas de distribuidor.

Suggested Citation

  • Beristain Oñederra, José Juan, 2009. "El valor de las marcas de distribuidor y sus antecedentes: el caso de las marcas de cadena," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:9748
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