La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

• Echeverría-Ríos, Osiris María ^[1] ; Medina-Quintero, José Melchor ^[2] ; Abrego-Almazán, Demian ^[2]
  1. [1] Universidad Politécnica Metropolitana de Hidalgo

     Universidad Politécnica Metropolitana de Hidalgo

     México

     
  2. [2] Universidad Autónoma de Tamaulipas

     Universidad Autónoma de Tamaulipas

     México

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 37, Nº. 160, 2021, págs. 364-374
• Idioma: español
• DOI: 10.18046/j.estger.2021.160.3966
• Títulos paralelos:
  • A autenticidade da marca e seu efeito na imagem e reputação da marca de produtos de cerveja no México
  • Brand authenticity, its effect on brand image and reputation of beer products in Mexico
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 6 Citas
• Resumen
  • español

    La autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación.

  • English

    Brand authenticity has become a relevant aspect for the consumer; therefore, the purpose of the study was to determine its influence on the brand image and reputation of beer products. To this, a questionnaire was applied to 200 consumers in the Northeast region of Mexico. Data analysis was through structural equations and categorical moderation with the partial least squares technique. The results indicate that authenticity-commitment to quality and authenticity-sincerity affect brand image and reputation; in contrast, authenticity-heritage does not influence brand image or reputation. Categorical restraint points to differences in sex in terms of authenticity-heritage and reputation.

  • português

    A autenticidade da marca tornou-se um aspecto relevante para o consumidor, portanto, o objetivo do estudo é determinar sua influência na imagem e reputação da marca dos produtos cervejeiros. Para tanto, foi aplicado um questionário na região Nordeste do México a 200 consumidores. A análise dos dados se deu por meio de equações estruturais e moderação categórica com a técnica de Partial Least Squares (PLS). Os resultados indicam que autenticidade-compromisso com a qualidade e autenticidade-sinceridade afetam a imagem e a reputação da marca; em contraste, a herança da autenticidade não influencia a imagem ou reputação da marca. A restrição categórica aponta para diferenças no sexo em termos de herança de autenticidade e reputação.

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