Medición del valor de marca desde un enfoque formativo

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Publicado 18-09-2018
Isabel Buil Eva Martínez Salinas Leslie de Chernatony

Resumen

Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de investigaciones anteriores, este estudio propone un modelo formativo de orden superior y valida empíricamente dicha conceptualización en dos países, España y el Reino Unido. Con este objetivo, además de realizar un análisis individual para cada país, se realiza un análisis de la invarianza en la medición siguiendo el reciente procedimiento propuesto por Diamantopoulos y Papadopoulos (2010). Los resultados obtenidos muestran que el constructo valor de marca presenta algunas diferencias en su composición entre los países analizados.

Cómo citar

Buil, I., Martínez Salinas, E., & de Chernatony, L. (2018). Medición del valor de marca desde un enfoque formativo. Cuadernos De Gestión, 10(3), 167–196. https://doi.org/10.5295/cdg.100204ib
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Keywords

Valor de marca, Modelos de medida formativos, Invarianza en la medición, España, Reino Unido

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