El valor de la marca desde la perspectiva del consumidor. Estudio empírico sobre preferencia, lealtad y experiencia de marca en procesos de alto y bajo involucramiento de compra

• Autores: Eva M. González Hernández, Ma. Margarita Orozco Gómez, Alejandra de la Paz Barrios
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Nº. 235, 2011, págs. 217-239
• Idioma: español
• DOI: 10.22201/fca.24488410e.2011.417
• Títulos paralelos:
  • Customer-based Brand Equity. Empirical study of preference, loyalty and brand experience under high and low involvement purchase process.
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 16 Citas
• Resumen
  • español

    El principal objetivo de este estudio es entender la relación entre un conjunto de dimensiones propuestas en el modelo customer-based brand equity, o CBBE (por sus siglas en inglés): conocimiento, relación y actitud hacia la marca, así como preferencia de marca desde diferentes niveles de involucramiento en el proceso de compra. Específicamente, el principal propósito de este estudio es entender la relación existente entre: a) la preferencia de marca y la evaluación de los atributos por parte del consumidor; b) la preferencia de marca y la lealtad a la misma; y finalmente, c) la preferencia de marca y la experiencia de marca. Para poder entender los diferentes niveles de involucramiento en el proceso de compra, se seleccionaron tres categorías de productos: laptops (involucramiento alto), teléfonos celulares (involucramiento medio) y bebidas gaseosas (involucramiento bajo). Se aplicó una encuesta a 341 estudiantes de una escuela de negocios y en cada categoría se compararon las cinco marcas más populares. Los resultados muestran evidencia de que el nivel de involucramiento en el proceso de compra es un factor relevante para entender la evaluación del consumidor, la preferencia, actitud, lealtad y experiencia de marca.

  • English

    The main objective of this study is to understand the relationships among a set of dimensions proposed in the customer-based brand equity model (CBBE): knowledge, attitudinal and brand relationship and brand preference under different involvement purchase process. Specifically, the main purpose of this study is to understand the principal relationships between: a) brand preference and customer attributes evaluations; b) brand preference and brand loyalty; and finally, c) brand preference and brand experience. In order to understand the different involvement process three product categories were selected: laptops (high-involvement), cellular phones (medium-involvement) and soft drinks (low-involvement). A survey was applied to 341 undergraduate business school students. The study compared the top five brands in each category. The results provide evidence that the level of involvement purchase process is a relevant factor in understanding consumer evaluations, brand preference, brand attitude, attitudinal loyalty and brand experience.

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