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Relaciones entre imagen de marca corporativa, satisfaccion y lealtad: estudio en una escuela de negocios de la Argentina

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  • Domingo Sanna

Abstract

The objective of this paper is to present a comprehensive framework of relationships among corporate brand image (CBI), satisfaction, and loyalty. Three hypotheses are proposed and tested in this study: (1) Corporate brand image is antecedent to customer satisfaction, (2) The relationship between corporate brand image and customer loyalty is mediated by customer satisfaction, and (3) Customer satisfaction is a significant antecedent to customer loyalty. A brand personality scale is used for the measurement of the corporate brand image in the context of the Argentinean universities and Structural Equations Modeling (SEM) was employed to validate and re specify this brand personality scale as well as the full model including three main constructs: CBI, Satisfaction and Loyalty. El objetivo del presente trabajo es presentar las relaciones entre imagen de marca corporativa (CBI), satisfacción y lealtad en el contexto de una Escuela de Negocios de la Argentina. Se proponen y validan tres hipótesis en este estudio: (1) la imagen de marca es un antecedente de la satisfacción del cliente, (2) la relación entre la imagen de marca y la lealtad es a través de la satisfacción y (3) la satisfacción del cliente es un antecedente significativo de la lealtad. Se emplea una escala de personalidad de marca para la medición de la imagen de marca en el contexto de las Universidades argentinas y el Modelo de Ecuaciones Estructurales (SEM) para validar la misma y re-especificarla al igual que el modelo final propuesto el que incluye tres constructos principales: CBI, Satisfacción y Lealtad.

Suggested Citation

  • Domingo Sanna, 2010. "Relaciones entre imagen de marca corporativa, satisfaccion y lealtad: estudio en una escuela de negocios de la Argentina," CEMA Working Papers: Serie Documentos de Trabajo. 419, Universidad del CEMA.
  • Handle: RePEc:cem:doctra:419
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    Keywords

    corporate branding; corporate brand image; off line corporate brand image; emotional branding; customer satisfaction; customer loyalty; behavioral intentions;

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