Análisis del valor de marca de las entidades financieras: el efecto halo y el modelo de elección discreta

• Autores: María del Mar García de los Salmones, Andrea Pérez Ruiz, Ignacio A. Rodríguez del Bosque
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 15, Nº 2, 2009, págs. 25-42
• Idioma: español
• DOI: 10.1016/s1135-2523(12)60087-2
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• Dialnet Métricas: 2 Citas
• Resumen

  • El presente trabajo trata de cuantificar el valor de marca y el posicionamiento de las entidades financieras en dos mercados diferentes: consumidores finales y microempresas. Así mismo, se busca identificar las dimensiones de imagen de mayor peso a la hora de elegir a una entidad como la de mejor valoración global. A través del modelo de elección discreta y del análisis del efecto halo, se comprueba la importancia del trato personal al cliente como la variable de mayor peso en la elección de marca. Además, se observa la mayor intensidad del efecto halo para las cajas de ahorros en el caso de los consumidores particulares. Sin embargo, en el segmento de microempresas, el valor de marca es superior para los bancos.

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