IDEAS home Printed from https://ideas.repec.org/a/col/000129/012444.html
   My bibliography  Save this article

Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio

Author

Listed:
  • Alejandro Alvarado Herrera
  • Judith Cavazos Arroyo
  • Rubén Vázquez Charolet

Abstract

La efectividad del emplazamiento de marcas enmascaradas en el comportamiento del consumidor no ha sido comparada empíricamente con la producida por el emplazamiento de marcas reales. Para hacerlo, se realizó un experimento exploratorio verdadero (post-test) en 4 ciudades mexicanas. Una animación de HuevoCartoon con 3 versiones desarrolladas ex profeso, manipulando la variable Tipo de emplazamiento, fue presentada a 183 participantes voluntarios repartidos aleatoriamente en los grupos y, posteriormente, se solicitó que respondieran un cuestionario que midió 7 variables dependientes referentes a los efectos cognitivos, emocionales y conativos producidos en los sujetos. Los resultados permiten concluir que la diferencia en la efectividad del uso de ambos tipos de emplazamiento es meramente marginal.

Suggested Citation

  • Alejandro Alvarado Herrera & Judith Cavazos Arroyo & Rubén Vázquez Charolet, 2014. "Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio," Estudios Gerenciales, Universidad Icesi, November.
    • Handle: RePEc:col:000129:012444
    as

    Download full text from publisher

    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1885
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Giovanna Patzy Uribe-Linares & Cristian Armando Ríos-Lama & Jorge Alberto Vargas-Merino, 2023. "Is There an Impact of Digital Transformation on Consumer Behaviour? An Empirical Study in the Financial Sector," Economies, MDPI, vol. 11(5), pages 1-16, April.

    More about this item

    Keywords

    Emplazamiento de marca; Marcas enmascaradas; Marcas verdaderas; Experimento exploratorio; Efectos en el consumidor;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000129:012444. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Coordinador ICESI (email available below). General contact details of provider: https://edirc.repec.org/data/fciceco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.