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Relación entre valor de marca y las ventas. Un estudio aplicado en companías agroquímicas. Correlación entre valor de marca y valor de ventas

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  • Leonardo Ortegón Cortázar

Abstract

El valor de marca es un constructo de estudio complejo y multidimensional, siendo uno de los conceptos de marketing más populares y, potencialmente, importante desde los anos ochenta (Keller, 1998), sin embargo, definir el concepto de valor de marca es un problema que sigue ocupando a los especialistas en marketing (Martínez, 2005), debido a que existe un conjunto de puntos de vista, generalmente, divergentes acerca de cuáles son las dimensiones del valor de marca, qué factores influyen en él, desde qué perspectiva se debe estudiar y cómo medirlo (Oliveira-Castro et al., 2008). Con base en estas consideraciones, esta investigación tuvo como objetivo, evaluar el valor de marca a partir de atributos claves percibidos por el mercado de companías agroquímicas, y demostrar su relación con el valor de las ventas. Se utilizó un tipo de estudio descriptivo mediante el diseno e implementación de una encuesta estandarizada a 356 participantes en diferentes ciudades de Colombia. Los hallazgos demostraron, tanto una convergencia unifactorial de los atributos del valor de marca, como una correlación positiva con indicadores de ventas de las empresas estudiadas.

Suggested Citation

  • Leonardo Ortegón Cortázar, 2013. "Relación entre valor de marca y las ventas. Un estudio aplicado en companías agroquímicas. Correlación entre valor de marca y valor de ventas," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, January.
    • Handle: RePEc:col:000431:011391
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    References listed on IDEAS

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    More about this item

    Keywords

    Valor de marca; Investigación del consumidor; Preferencia de marca; Mapa perceptual;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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