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Estudio de la configuración del valor de marca extremeña

Author

Listed:
  • Alejandro del Moral Agúndez
  • Clementina Galera Casquet
  • Tomás M. Bañegil Palacios

Abstract

RESUMEN La marca y la pequeña empresa son dos campos de gran interés en la investigación empresarial. En este trabajo enlazamos ambos aspectos, incluyendo como tercer elemento de reflexión el lugar de origen de los productos como factor de diferenciación. Se evalúa la marca extremeña en las tres dimensiones características del valor de marca basado en el consumidor y se examinan las preferencias sobre los productos domésticos (de origen regional) frente a los foráneos. El estudio se realiza para siete categorías de productos agroalimentarios. Los resultados ponen de manifiesto la distinta configuración del valor de marca del producto extremeño, así como algunas peculiaridades del perfil de fidelidad que reflejan cierta predisposición etnocéntrica del consumidor extremeño. ABSTRACT Brand and small business are topics of great interest in business research. This paper joins these two subjects, adding the place of origin of the products as diferentiation factor. Regional brands are evaluated at the three typical dimensions of costumer-based brand equity and preferences of domestic products are examined (regional origin) compare as foreing. This work is carried out with seven categories of agroo-food products. Results show the different costumerbased brand equity of the regional product, apart from some characteristics of the fidelity profile that reflect a certain ethnocentric tendency of the regional consumer.

Suggested Citation

  • Alejandro del Moral Agúndez & Clementina Galera Casquet & Tomás M. Bañegil Palacios, 2002. "Estudio de la configuración del valor de marca extremeña," Revista de Estudios Regionales, Universidades Públicas de Andalucía, vol. 3, pages 207-231.
    • Handle: RePEc:rer:articu:v:03:y:2002:p:207-231
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    More about this item

    Keywords

    Valor de marca; Imagen de marca; Marketing agroalimentario;
    All these keywords.

    JEL classification:

    • R1 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics

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