Exploración de la gestión de marca en las pequeñas empresas de servicios de México

• Gonzalo Maldonado-Guzmán ^[1]
  1. [1] Universidad Autónoma de Aguascalientes

     Universidad Autónoma de Aguascalientes

     México

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 35, Nº. 152 (Julio-Septiembre), 2019 (Ejemplar dedicado a: Marketing), págs. 331-342
• Idioma: español
• DOI: 10.18046/j.estger.2019.152.3176
• Títulos paralelos:
  • Exploração da gestão de marca em pequenas empresas de serviços no México
  • Exploring brand management in small Mexican service enterprises
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    La gestión de marca es uno de los temas de la literatura del marketing que está ganando cada vez más adeptos, ya que investigadores y académicos están orientando sus trabajos a demostrar que una adecuada gestión de marca permite a las empresas de servicios generar una marca fuerte; este es uno de los principales objetivos de las empresas de servicios. Así, a través de una muestra de 300 pymes de servicios y empleando el modelo de ecuaciones estructurales, el objetivo esencial de este trabajo fue analizar y discutir la gestión de marca en las pymes de servicios. Los resultados obtenidos indican que los valores, normas, símbolos y comportamientos son indicadores pertinentes para la medición de la gestión de marca de los servicios.

  • English

    Brand management is one of the topics in marketing literature gaining more and more supporters. Researchers and academics are directing their work to demonstrate that proper brand management allows service enterprises to generate a strong brand, which is one of the main objectives of service enterprises. Thus, through a sample of 300 service SMEs, the essential objective of this work is the analysis and discussion of brand management in service SMEs. The results obtained indicate that values, norms, symbols, and behaviors are relevant indicators in the measurement of services’ brand management

  • português

    A gestão de marca é um dos tópicos da literatura de marketing que está conquistando cada vez mais seguidores, pois pesquisadores e acadêmicos estão direcionando seu trabalho para demonstrar que o gerenciamento adequado da marca permite que as empresas de ser-viços gerar uma marca forte. Este é um dos principais objetivos das empresas de serviços. Assim, através de uma amostra de 300 PMEs de serviços e utilizando o modelo de equações estruturais, o objetivo essencial deste trabalho foi analisar e discutir a gestão de marcas em PMEs de serviços. Os resultados obtidos indicam que os valores, padrões, símbolos e comportamentos são indicadores relevantes para a mensuração da gestão da marca dos serviços.

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