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Modelo de valor de marca para medios de prensa escritos en un contexto regional

Author

Listed:
  • Claudio Candia Campano
  • Medardo Aguirre González

Abstract

El objetivo de la presente investigación es proponer una escala de medida de valor de marca para medios de prensa escritos. Para esto se desarrolló un proceso de 3 etapas constituido por: la elaboración de una escala con validez de contenido; la aplicación de un pre test cuantitativo a la escala construida y, finalmente, la recolección de datos con la escala mejorada y el análisis de las propiedades psicométricas de esta. Para evaluar las propiedades psicométricas se realizó, principalmente, un análisis factorial confirmatorio al modelo de ecuaciones estructurales que representa dicha escala de medida. Las 6 dimensiones explicativas resultantes son: lealtad afectiva-comportamental, lealtad cognitiva, asociaciones de marca, calidad percibida, reconocimiento de marca y recordación de marca.

Suggested Citation

  • Claudio Candia Campano & Medardo Aguirre González, 2015. "Modelo de valor de marca para medios de prensa escritos en un contexto regional," Estudios Gerenciales, Universidad Icesi, April.
    • Handle: RePEc:col:000129:012770
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1999
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    Cited by:

    1. Rincón Díez, Virginia & Egaña Urrutia, Mikel, 2016. "Aseguru-etxeen irudi eta posizionamendua Euskal Autonomia Erkidegoan," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.

    More about this item

    Keywords

    Escala de valor de marca; Modelos de ecuaciones estructurales; Prensa escrita;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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