Análisis de la multidimensionalidad del brand equity para el sector bancario: un estudio en la generación Z

• Autores: Campo Elías López Rodríguez, Johanna Katherine Sotelo Muñoz, Ingrid Janeth Muñoz Venegas, Nicolás Fabián López Aguas
• Localización: Retos: Revista de Ciencias de la Administración y Economía, ISSN-e 1390-8618, ISSN 1390-6291, Vol. 14, Nº. 27, 2024 (Ejemplar dedicado a: (abril-septiembre)), págs. 9-20
• Idioma: español
• DOI: 10.17163/ret.n27.2024.01
• Títulos paralelos:
  • Analysis of the multidimensionality of brand equity for the banking sector: a study on generation Z
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 5 Citas
• Resumen
  • español

    en el escenario competitivo del sector bancario, las actividades de marketing y branding se han convertido en un elemento crucialpara el éxito a largo plazo de las instituciones financieras. Desde la gestión del brand equity, la confianza y la lealtad son esenciales, no solo enlos procesos operativos con los usuarios, sino en la consolidación de la marca como un activo estratégico. El objetivo de esta investigación fueanalizar la multidimensionalidad del brand equity para el sector bancario desde la perspectiva de la generación Z. Se desarrolla un estudio de tipocuantitativo, analítico y de corte transversal, utilizando el análisis factorial exploratorio y confirmatorio a partir de un instrumento aplicado deforma on line a personas pertenecientes a este segmento generacional. Los hallazgos infieren que el brand equity en el sector bancario dirigido ala generación Z está conformado por las siguientes dimensiones: fidelidad e importancia de la marca (FIM), calidad percibida (CP), asociación demarca (AM), rendimiento de la marca (RM) y conciencia de la marca (CM). Se concluye que el sector bancario debe seguir consolidando su brandequity como actividad estratégica a partir de dichas dimensiones, fortaleciendo el posicionamiento de sus marcas, su participación y su orientaciónal mercado, garantizando el entendimiento de las necesidades, deseos y comportamientos de la generación Z.

  • English

    in the competitive scenario of the banking sector, marketing and branding activities have become a crucial element for the long-termsuccess of financial institutions. From the perspective of brand equity management, trust and loyalty are essential, not only in the operationalprocesses with users, but also in the consolidation of the brand as a strategic asset. The aim of this research was to analyse the multidimensionalityof brand equity for the banking sector from the perspective of Generation Z. A quantitative, analytical, and cross-sectional study was carried out,using exploratory and confirmatory factor analysis based on an instrument applied online to people belonging to this generational segment. Thefindings infer that brand equity in the banking sector aimed at Generation Z is made up of the following dimensions: brand loyalty and importance(BLI), perceived quality (PQ), brand association (BA), brand performance (BP) and brand awareness (BA). It is concluded that the bankingsector must continue to consolidate its brand equity as a strategic activity based on these dimensions, strengthening its brand positioning, marketshare and market orientation, ensuring an understanding of the needs, desires, and behaviours of Generation Z.

• Referencias bibliográficas
  • Aaker, D.A. (1996). Building Strong Brands. The Free Press.
  • Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences,...
  • Buil, I., Martínez, E., y De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1),...
  • Chen, P. Y., Yang, C. M. y Morin, C. M. (2015). Validating the cross-cultural factor structure and invariance property of the Insomnia Severity...
  • Djafarova, E. y Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431....
  • Forero Siabato, M. F. y Duque Oliva, E. J. (2014). Evolución y caracterización de los modelos de Brand Equity. Suma de negocios, 5(12), 158-168....
  • Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S. y Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain...
  • Grieder, S. y Steiner, M. D. (2022). Algorithmic jingle jungle: A comparison of implementations of principal axis factoring and promax rotation...
  • Hayes, A. F., y Coutts, J. J. (2020). Use omega rather than Cronbach’s alpha for estimating reliability. But. Communication Methods and Measures,...
  • Huth, K. B., de Ron, J., Goudriaan, A. E., Luigjes, J., Mohammadi, R., van Holst, R. J., Wagenmakers, E.-J. y Marsman, M. (2023). Bayesian...
  • Imam, P. (2013). Demographic shift and the financial sector stability: the case of Japan. Journal of Population Ageing, 6, 269-303. https://doi.org/10.1007/s12062-013-9089-9
  • Jensen, J. M. y Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management. 15(7), 442-449. https://doi.org/10.1108/10610420610712829
  • Kim, S. S., Choe, J. Y. y Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty,...
  • Keller, K. L. (2002). Branding and brand equity. En B. Weitz and R. Wensley (eds.), Handbook of Marketing. London, 151-178. Sage Publications....
  • Lee, Y. Y., Gan, C. L. y Liew, T. W. (2023). Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers. Journal...
  • Li, C. H. (2016). Confirmatory factor analysis with ordinal data: Comparing robust maximum likelihood and diagonally weighted least squares....
  • Lim, W. M. y Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products....
  • Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. y Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal...
  • López-Rodríguez, C. E., Mora-Forero, J. A. y León-Gómez, A. (2022). Strategic development associated with branding in the tourism sector:...
  • Mills, M., Oghazi, P., Hultman, M. y Theotokis, A. (2022). The impact of brand communities on public and private brand loyalty: A field study...
  • Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning,...
  • Nikhashemi, S. R., Valaei, N. y Tarofder, A. K. (2017). Does brand personality and perceived product quality play a major role in mobile phone...
  • Oliveira, M. O., Sonza, I. B. y da Silva, T. S. (2023). Brand equity and company performance: evidence from a quasi-experiment in an emerging...
  • Porter, M. (2008). Las cinco fuerzas competitivas que le dan forma a la estrategia. Harvard Business Review, 86(1), 58-77. https://bit.ly/42HTCCF
  • Priporas, C. V., Stylos, N. y Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future...
  • Puiu, S., Demyen, S., Tanase, A. C., Varzaru, A. A. y Bocean, C. G. (2022). Assessing the Adoption of Mobile Technology for Commerce by Generation...
  • Reyes-Ramírez, L. A., Leyva-del Toro, C., Pérez-Campdesuñer, R. y Sánchez-Rodríguez, A. (2022). Variables de la responsabilidad social corporativa....
  • Rubia, J. M. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia. Avances...
  • Snoj, B., Korda, A. P. y Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal...
  • Supiyandi, A., Hastjarjo, S. y Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of...
  • Surucu, Ö., Ozturk, Y., Okumus, F. y Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks...
  • Thangavel, P., Pathak, P. y Chandra, B. (2022). Consumer decision-making style of gen Z: A generational cohort analysis. Global Business Review,...
  • Thusi, P. y Maduku, D. K. (2020). South African millennials’ acceptance and use of retail mobile banking apps: An integrated perspective....
  • Uncles, M. y Lee, D. (2006). Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model. Marketing...
  • Wawer, M., Grzesiuk, K. y Jegorow, D. (2022). Smart mobility in a Smart City in the context of Generation Z sustainability, use of ICT, and...
  • Windasari, N. A., Kusumawati, N., Larasati, N. y Amelia, R. P. (2022). Digital-only banking experience: Insights from gen Y and gen Z. Journal...
  • Yasin, M., Liébana-Cabanillas, F., Porcu, L. y Kayed, R. N. (2020). The role of customer online brand experience in customers' intention...
  • Zhao, J., Butt, R. S., Murad, M., Mirza, F. y Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior...