Medición del valor de marca desde un enfoque formativo

• Isabel Buil Carrasco ^[1] ; Eva Martínez ^[1] ; Leslie de Chernatony ^[2]
  1. [1] Universidad de Zaragoza

     Universidad de Zaragoza

     Zaragoza, España

     
  2. [2] Universita della Svizzera italiana

     Universita della Svizzera italiana

     Lugano, Suiza

     
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 10, Nº Extra 1, 2010, págs. 167-196
• Idioma: español
• DOI: 10.5295/cdg.100204ib
• Enlaces
  • Texto completo
• Dialnet Métricas: 23 Citas
• Resumen

  • Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de investigaciones anteriores, este estudio propone un modelo formativo de orden superior y valida empíricamente dicha conceptualización en dos países, España y el Reino Unido. Con este objetivo, además de realizar un análisis individual para cada país, se realiza un análisis de la invarianza en la medición siguiendo el reciente procedimiento propuesto por Diamantopoulos y Papadopoulos (2010). Los resultados obtenidos muestran que el constructo valor de marca presenta algunas diferencias en su composición entre los países analizados.

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