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Propuesta de escala para medir el valor de marca de las organizaciones no lucrativas(A proposed scale for measuring brand equity of non-profit organizations)

Author

Listed:
  • Murillo-Acuna Kathy

    (Universidad Centroamericana/Universidad Autonoma de Madrid)

  • Rodero-Cosano Maria Luisa

    (Universidad Loyola)

  • Oubina-Barbolla Javier

    (Universidad Autonoma de Madrid)

Abstract

Las Organizaciones No Lucrativas (ONL) son entidades relevantes en la dinamica del proceso social y economico de los paises a nivel mundial. Es por tal razon que el presente estudio tiene como finalidad aportar una propuesta de modelo y escala de medicion del valor de marca para dichas organizaciones. Se desarrolla un estudio con enfoque mixto a nivel exploratorio-descriptivo, que comienza con la revision de la bibliografia y el desarrollo de tecnicas cualitativas, continuando con la validacion a traves de entrevistas semi-estructuradas, concluyendo el proceso con una prueba piloto. Se muestran resultados satisfactorios para el modelo formado por las dimensiones de: personalidad de marca, imagen de marca, conocimiento de marca, lealtad de marca, calidad percibida, compromiso con la marca, confianza en la marca, intencion de donacion, intencion de voluntariado y valor de marca. Dentro de los principales resultados se encuentran: el Indice de Acuerdo (IA) de ambos grupos sobrepasa el minimo requerido de 0,80 (0.86 expertos y 0.91 voluntarios), lo que permite afirmar que existe un alto grado de consistencia en sus valoraciones. Ademas, el instrumento presenta un nivel de consistencia interna analizado a traves del alfa de Cronbach, con un resultado altamente satisfactorio de 0,981.

Suggested Citation

  • Murillo-Acuna Kathy & Rodero-Cosano Maria Luisa & Oubina-Barbolla Javier, 2022. "Propuesta de escala para medir el valor de marca de las organizaciones no lucrativas(A proposed scale for measuring brand equity of non-profit organizations)," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 7(2), pages 17-35, December.
    • Handle: RePEc:rge:journl:v:7:y:2022:i:2:p:17-35
    DOI: 10.5281/zenodo.7388039
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    References listed on IDEAS

    as
    1. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
    2. repec:ayu:journl:v:5:y:2020:i:1:p:68-87 is not listed on IDEAS
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    More about this item

    Keywords

    Brand Equity; Non-Profit Organization; Measurement Model Scale; Social Marketing; Valor de marca; Organizaciones No Lucrativas; Escala de Medicion; Marketing Social;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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