Medición del valor de marca desde un enfoque formativo
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Publicado
20-12-2010
Isabel Buil
Universidad de Zaragoza-Escuela Universitaria de Estudios Empresariales de Huesca
Eva Martínez Salinas
Universidad de Zaragoza- F. de CC Económicas y Empresariales
Leslie de Chernatony
Università della Svizzera italiana, Lugano, and Aston
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. (2010). Medición del valor de marca desde un enfoque formativo. Cuadernos De Gestión, 10(3), 167–196. https://doi.org/10.5295/cdg.100204ib
- APA
- Chicago
- Harvard Descargar cita
- Endnote/Zotero/Mendeley (RIS)
- BibTeX
##plugins.themes.bootstrap3.article.details##
Keywords
Valor de marca, Modelos de medida formativos, Invarianza en la medición, España, Reino Unido
References
Aaker, D.A. (1991): Managing Brand Equity Capitalizing on the Value of Brand Name, New York: The Free Press.
Aaker, D.A. (1996): “Measuring Brand Equity Across Products and Markets”, California Management Review, Vol. 38, No. 3, pp. 102-120.
Agarwal, M.K. Y Rao, V.R. (1996): “An Empirical Comparison of Consumer-Based Measures of Brand Equity”, Marketing Letters, Vol. 7, No. 3, pp. 237-247.
Ailawadi, K.L.; Lehmann, D.R. Y Neslin, S.A. (2003): “Revenue Premium as an Outcome Measure of Brand Equity”, Journal of Marketing, Vol. 67, pp. 1-17.
Arnett, D.B.; Laverie, D.A. Y Meiers, A. (2003): “Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications”, Journal of Retailing, Vol. 79, pp. 161-170.
Arnett, D.B.; Wilcox, J.B. Y Howell, R.D. (2009): “Measuring Brand Equity: Issues for Marketing Academicians and Practitioners”, The Thought Leaders International Conference on Brand Management, Atenas.
Ashill, N.J. Y Sinha, A. (2004): “An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention”, Journal or Asia-Pacific Business, Vol. 5, No. 3, pp. 27-43.
Atilgan, E.; Aksoy, S. Y Akinci, S. (2005): “Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey”, Marketing Intelligence & Planning, Vol. 23, No. 2/3, pp. 237-248.
Bauer, H.H.; Sauer, N.E. Y Schmitt, P. (2005): “Customer-based Brand Equity in the Team Sport Industry: Operationalization and Impact on the Economic Success of Sport Teams”, European Journal of Marketing, Vol. 39, No. 5/6, pp. 496-513.
Belsley, D.A. (1991): Conditioning Diagnostics: Collinearity and Weak Data in Regression. Wiley & Sons, New York.
Blackston, M. (1990): “Price Trade-offs as a Measure of Brand Value”, Journal of Advertising Research, Vol. 30, pp. 3-6.
Bollen, K. Y Lennox, R. (1991): “Conventional Wisdom on Measurement: A Structural Equation Perspective», Psychological Bulletin, Vol. 110, No. 2, pp. 305-314.
Bravo, R.; Fraj, E. Y Martínez, E. (2007): “Family as a Source of Consumer-based Brand Equity”, Journal of Product and Brand Management, Vol. 16, No. 3, pp. 188-199.
Chen, K.J. (2001): “Using Free Association to Examine the Relationship between the Characteristics of Brand Associations and Brand Equity”, Journal of Product and Brand Management, Vol. 10, No. 7, pp. 439-451.
Christodoulides, G. y de Chernatony, L. (2004): “Dimensionalising On- and Offline Brands’ Composite Equity”, Journal of Product and Brand Management, Vol. 13, No. 3, pp. 168-179.
Cobb-Walgren, C.; Ruble, C.A. Y Donthu, N. (1995): “Brand Equity, Brand Preference and Purchase Intent”, Journal of Advertising, Vol. 24, No. 3, pp. 25-40.
Craig, C.S. Y Douglas, S.P. (2005): International Marketing Research, 3ª Ed., London, UK: John Wiley & Sons.
de Chernatony, L.; Harris, F. Y Christodoulides, G. (2004): “Developing a Brand Performance Measure for Financial Services Brands”, The Service Industries Journal, Vol. 24, No. 2 (marzo), pp. 15-33.
Dean, D.H. (2004): “Evaluating Potential Brand Associations through Conjoint Analysis and Market Simulation”, Journal of Product and Brand Management, Vol. 13, No. 7, pp. 506-513.
del Río, A.B.; Vázquez, R. E Iglesias, V. (2001): “The Effects of Brand Associations on Consumer Response”, Journal of Consumer Marketing, Vol. 18, No. 5, pp. 410-425.
del Río, A.B.; Vázquez, R. E Iglesias, V. (2002): “El Valor de Marca: Perspectivas de Análisis y Criterios de Estimación”, Cuadernos de Gestión, Vol. 1, No. 2, pp. 87-102.
Delgado, E. (2003): “Controversia Conceptual sobre el Capital de Marca: Propuesta de un Marco Teórico de Análisis”, Revista Europea de Dirección y Economía de la Empresa, Vol. 12, No. 3, pp. 7-24.
Delgado, E. Y Munuera, J.L. (2001): “Medición del Capital de Marca con Indicadores Formativos”, Investigación y Marketing, Vol. 75, pp. 16-20.
Diamantopoulos, A. (2006): “The Error Term in Formative Measurement Models: Interpretation and Modelling Implications”, Journal of Modelling Management, Vol. 1, pp. 7-17.
Diamantopoulos, A. Y Papadopoulos (2010): “Assesing the Cross-national Invariance of Formative Measures: Guidelines for International Business Researchers”, Journal of International Business Studies, Vol. 41, pp. 360-370.
Diamantopoulos, A.; Riefler, P. Y Roth, K.P. (2008): “Advancing Formative Measurement Models”, Journal of Business Research, Vol. 61, No. 12, pp. 1203-1218.
Diamantopoulos, A. Y Winklhofer, H.M. (2001): “Index Construction with Formative Indicators: An Alternative to Scale Development”, Journal of Marketing Research, Vol. 38, mayo, pp. 269-277.
Edwards, J.R. (2001): “Multidimensional Constructs in Organizational Behavior Research: An Integrative Analytical Framework». Organizational Research Methods, vol. 4, núm. 2, págs. 144-192.
Erdem, T.; Swait, J. Y Valenzuela, A. (2006): “Brands as Signals: A Cross-country Validation Study”, Journal of Marketing, Vol. 70, enero, pp. 34-49.
Farquhar, P.H. (1989): “Managing Brand Equity”, Marketing Research, pp. 24-33.
Fernández, M. Y González, M. (2006): “Brand Equity in the European Fruit and Vegetable Sector: A Transaction Cost Approach”, International Journal of Research in Marketing, Vol. 23, pp. 31-44.
Fornell, C. (1982): A Second Generation of Multivariate Analysis. Praeger, New York.
Grover, R. Y Srinivasan, V. (1992): “Evaluationg the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments”, Journal of Marketing Research, Vol. 29, febrero, pp. 76-89.
Hair, J.F.; Black, B.; Babin, B.; Anderson, R.E. Y Tatham, R.L. (2006): Multivariate Data Analysis, 6ª Ed., Upper Saddle River, Prentice Hall, N.J.
Hofstede, G. (2001): Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organizations across Nations, Thousand Oaks CA: Sage Publications.
Hsieh, M.H. (2002): “Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study”, Journal of International Marketing, Vol. 10, No. 2, pp. 46-67.
Hsieh, M.H. (2004): “Measuring Global Brand Equity Using Cross-National Survey Data”. Journal of International Marketing, Vol. 12, No. 2, pp. 28-57.
Hult, G.T.M.; Ketchen, D.J.; Griffith, D.A.; Finnegan, C.A.; Gonzalez-Padron, T.; Harmancioglu, N.; Huang, Y.; Talay, M.B. Y Cavusgil, S.T. (2008): “Data Equivalence in Cross-Cultural International Business Research: Assessment and Guidelines”, Journal of International Business Studies, Vol. 39, No. 6, pp. 1027-1044.
Interbrand. Best Global Brands 2006. A Ranking by Brand Value. Disponible en: http://www.interbrand.com/best_brands_2006.asp.
Jarvis, C.B.; MacKenzie, S.B. Y Podsakoff, P.M. (2003): “A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research”, Journal of Consumer Research, Vol. 30, pp. 199-218.
Jung, J. Y Sung, E-Y. (2008): “Consumer-based Brand Equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea”, Journal of Fashion Marketing and Management, Vol. 12, No. 1, pp. 24-35.
Keller, K.L. (1993): “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22.
Keller, K.L. (2007): Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3ª Ed. New York: Prentice Hall.
Keller, K.L. Y Lehmann, D.R. (2006): “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, Vol. 25, No. 6, pp. 740-759.
Kim H. Y Kim, W.G. (2005): “The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants”, Tourism Management, Vol. 26, pp. 549-560.
Kim, K.H.; Kim, K.S.; Kim, D.Y.; Kim, J.H. Y Kang, S.H. (2008): “Brand Equity in Hospital Marketing”, Journal of Business Research, Vol. 61, pp. 75-82.
Kline, R.B. (2005): Principles and Practice of Structural Equation Modeling, 2ª Ed., The Guilford Press, New York.
Koçak, A.; Abimbola, T. Y Özer, A. (2007): “Consumer Brand Equity in a Cross-cultural Replication: An Evaluation of a Scale”, Journal of Marketing Management, Vol. 23, No. 1/2, pp. 157-173.
Konecnik, M. Y Gartner, W.C. (2007): “Customer-Based Brand Equity for a Destination”, Annals of Tourism Research, Vol. 34, No. 2, pp. 400-421.
Krishnan, H.S. (1996): “Characteristics of memory associations: A consumer-based brand equity perspective”, International Journal of Research in Marketing, Vol. 13, pp. 389-405.
Kumar, V. (2000): International Marketing Research, Prentice Hall, Upper saddle River, NJ.
Lassar, W.; Mittal, B. Y Sharma, A. (1995): “Measuring Customer-based Brand Equity”, Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19.
Lee, J-S. Y Back, K-J. (2008): “Attendee-based Brand Equity”, Tourism Management, Vol. 29, pp. 331-344.
Leone, R.P.; Rao, V.R.; Keller, K.L.; Luo, A.M.; McAlister, L. Y Srivastava, R. (2006): “Linking Brand Equity to Customer Equity”, Journal of Service Research, Vol. 9, No. 2, pp. 125-138.
Low, G.S. Y Lamb, Ch.W. (2000): “The Measurement and Dimensionality of Brand Association”, Journal of Product and Brand Management, Vol. 9, No. 6, pp. 350-368.
MacKenzie, S.B.; Podsakoff, P.M. Y Jarvis, C.B. (2005): “The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and some Recommended Solutions”, Journal of Applied Psychology, Vol. 90, No. 4, pp. 710-730.
Maio Mackay, M. (2001): “Evaluation of Brand Equity Measures: Further Empirical Results”, Journal of Product and Brand Management, Vol. 10, No. 1, pp. 38-51.
Malhotra, N.K.; Peterson, M. Y Kleiser, S.B. (1999): “Marketing Research: A State-ofthe-Art Reivew and Diretions for the Twenty-First Century”, Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 160-183.
Martin, G.S. Y Brown, T.J. (1990): “In Search of Brand Equity: The Conceptualization and Measurement of the Brand Impression Construct”, en M.L. Childers et al. (eds.): Marketing Theory and Applications, Vol. 2 (pp. 431-438), Chicago: American Marketing Association.
Mohd, N.; Nasser, M. Y Mohamad, O. (2007): “Does Image of Country-of-origin Matter to Brand Equity?”, Journal of Product and Brand Management, Vol. 16, No. 1, pp. 38-48.
Netemeyer, R.G.; Krishnan, B.; Pullig, C.; Wang, G.; Yagci, M.; Dean, D.; Ricks, J. Y Wirth, F. (2004): “Developing and Validating Measures of Facets of Customer-based Brand Equity”, Journal of Business Research, Vol. 57, pp. 209-224.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2005): “Consumer-based Brand Equity: Improving the Measurement. Empirical Evidence”, Journal of Product and Brand Management, Vol. 14, No. 3, pp. 143-154.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2006): “Consumer-based Brand Equity and Country-of-origin Relationships”, European Journal of Marketing, Vol. 40, No. 5/6, pp. 696-717.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2007): “Country Image and Consumer-based Brand Equity: Relationships and Implications for International Marketing”, Journal of International Business Studies, Vol. 38, pp. 726-745.
Park, C.W.; MacInnis, D.J.; Dreze, X. Y Lee, J. (2009): “Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure”, en Loken, B., Ahluwalia, R. y Houston, M. (Ed.), Contemporary Branding Issues: A Research Perspective, Taylor and Francis Group Publishing.
Podsakoff, N.; Shen, W. Y Podsakoff, P.M. (2006): “The Role of Formative Measurement Models in Strategic Management Research: Review, Critique, and Implications for Future Research”, en Ketchen, D. y Bergh, D. (Ed.): Research Methodology in Strategic Management, Vol. 3, Elsevier, Oxford, England.
Rossiter, J.R. Y Percy, L.P. (1987): Advertising and Promotion Management, McGraw-Hill: New York.
Seetharaman, A.; Nadzir, A.A.B.M. Y Gunalan, S. (2001): “A Conceptual Study on Brand Valuation”, Journal of Product and Brand Management, Vol. 10, No. 4, pp. 243-256.
Steenkamp, J-B.E.M. Y Baumgartner, H. (1998): “Assessing Measurement Invariance in Cross-National Consumer Research”. Journal of Consumer Research, Vol. 25 (junio), pp. 78-90.
Steenkamp, J-B.E.M. Y Van Trijp, H.C. (1991): “The Use of LISREL in the Validating Marketing Constructs”, International Journal of Research in Marketing, Vol. 8, pp. 283-299.
Supphellen, M. (2000): “Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations”, International Journal of Market Research, Vol. 42, No. 3, pp. 319-338.
Swait, J.; Erdem, T.; Louviere, J. Y Dubelaar, C. (1993): “The Equalization Price: A Measure of Consumer-perceived Brand Equity”, International Journal of Research in Marketing, Vol. 10, pp. 23-45.
Vandenberg, R.J. y Lance, C.E. (2000): “A Review and Synthesis of the Measurement Invariance Literature: Suggestions, Practices, and Recommendations for Organizational Research”, Organizational Research Methods, Vol. 3, No. 1, pp. 4-69.
Vázquez, R.; del Río, A.B. E Iglesias, V. (2002): “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol. 39, No. 3/4, pp. 351-364.
Villarejo, A.F. (2001): La Medición del Valor de Marca en el Ámbito de la Gestión de Marketing, CEADE.
Wang, Y.; Kandampully, J.A.; Lo, H. Y Shi, G. (2006): “The Roles of Brand Equity and Corporate Reputation in CRM: A Chinese Study”, Corporate Reputation Review, Vol. 9, No. 3, pp. 179-197.
Washburn, J.H. Y Plank, R.E. (2002): “Measuring Brand Equity: An Evaluation of a Consumer-based Brand Equity Scale”, Journal of Marketing Theory and Practice, Vol. 10, No. 1, pp. 46-62.
Winters, L.C. (1991): “Brand Equity Measures: Some Recent Advances”, Marketing Research, pp. 70-73.
Yoo, B. Y Donthu, N. (2001): “Developing and Validating a Multidimensional Consumer-based Brand Equity Scale”, Journal of Business Research, Vol. 52, pp. 1-14.
Yoo, B. Y Donthu, N. (2002): “Testing Cross-Cultural Invariance of Brand Equity Creation Process”, Journal of Product and Brand Management, Vol. 11, No. 6, pp. 380-398.
Yoo, B.; Donthu, N. Y Lee, S. (2000): “An Examination of Selected Marketing Mix Elements and Brand Equity”, Academy of Marketing Science, Vol. 28, No. 2, pp. 195-211.
Zeithaml, V.A. (1988): “Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, julio, pp. 2-22.
Aaker, D.A. (1996): “Measuring Brand Equity Across Products and Markets”, California Management Review, Vol. 38, No. 3, pp. 102-120.
Agarwal, M.K. Y Rao, V.R. (1996): “An Empirical Comparison of Consumer-Based Measures of Brand Equity”, Marketing Letters, Vol. 7, No. 3, pp. 237-247.
Ailawadi, K.L.; Lehmann, D.R. Y Neslin, S.A. (2003): “Revenue Premium as an Outcome Measure of Brand Equity”, Journal of Marketing, Vol. 67, pp. 1-17.
Arnett, D.B.; Laverie, D.A. Y Meiers, A. (2003): “Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis: A Method and Applications”, Journal of Retailing, Vol. 79, pp. 161-170.
Arnett, D.B.; Wilcox, J.B. Y Howell, R.D. (2009): “Measuring Brand Equity: Issues for Marketing Academicians and Practitioners”, The Thought Leaders International Conference on Brand Management, Atenas.
Ashill, N.J. Y Sinha, A. (2004): “An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention”, Journal or Asia-Pacific Business, Vol. 5, No. 3, pp. 27-43.
Atilgan, E.; Aksoy, S. Y Akinci, S. (2005): “Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey”, Marketing Intelligence & Planning, Vol. 23, No. 2/3, pp. 237-248.
Bauer, H.H.; Sauer, N.E. Y Schmitt, P. (2005): “Customer-based Brand Equity in the Team Sport Industry: Operationalization and Impact on the Economic Success of Sport Teams”, European Journal of Marketing, Vol. 39, No. 5/6, pp. 496-513.
Belsley, D.A. (1991): Conditioning Diagnostics: Collinearity and Weak Data in Regression. Wiley & Sons, New York.
Blackston, M. (1990): “Price Trade-offs as a Measure of Brand Value”, Journal of Advertising Research, Vol. 30, pp. 3-6.
Bollen, K. Y Lennox, R. (1991): “Conventional Wisdom on Measurement: A Structural Equation Perspective», Psychological Bulletin, Vol. 110, No. 2, pp. 305-314.
Bravo, R.; Fraj, E. Y Martínez, E. (2007): “Family as a Source of Consumer-based Brand Equity”, Journal of Product and Brand Management, Vol. 16, No. 3, pp. 188-199.
Chen, K.J. (2001): “Using Free Association to Examine the Relationship between the Characteristics of Brand Associations and Brand Equity”, Journal of Product and Brand Management, Vol. 10, No. 7, pp. 439-451.
Christodoulides, G. y de Chernatony, L. (2004): “Dimensionalising On- and Offline Brands’ Composite Equity”, Journal of Product and Brand Management, Vol. 13, No. 3, pp. 168-179.
Cobb-Walgren, C.; Ruble, C.A. Y Donthu, N. (1995): “Brand Equity, Brand Preference and Purchase Intent”, Journal of Advertising, Vol. 24, No. 3, pp. 25-40.
Craig, C.S. Y Douglas, S.P. (2005): International Marketing Research, 3ª Ed., London, UK: John Wiley & Sons.
de Chernatony, L.; Harris, F. Y Christodoulides, G. (2004): “Developing a Brand Performance Measure for Financial Services Brands”, The Service Industries Journal, Vol. 24, No. 2 (marzo), pp. 15-33.
Dean, D.H. (2004): “Evaluating Potential Brand Associations through Conjoint Analysis and Market Simulation”, Journal of Product and Brand Management, Vol. 13, No. 7, pp. 506-513.
del Río, A.B.; Vázquez, R. E Iglesias, V. (2001): “The Effects of Brand Associations on Consumer Response”, Journal of Consumer Marketing, Vol. 18, No. 5, pp. 410-425.
del Río, A.B.; Vázquez, R. E Iglesias, V. (2002): “El Valor de Marca: Perspectivas de Análisis y Criterios de Estimación”, Cuadernos de Gestión, Vol. 1, No. 2, pp. 87-102.
Delgado, E. (2003): “Controversia Conceptual sobre el Capital de Marca: Propuesta de un Marco Teórico de Análisis”, Revista Europea de Dirección y Economía de la Empresa, Vol. 12, No. 3, pp. 7-24.
Delgado, E. Y Munuera, J.L. (2001): “Medición del Capital de Marca con Indicadores Formativos”, Investigación y Marketing, Vol. 75, pp. 16-20.
Diamantopoulos, A. (2006): “The Error Term in Formative Measurement Models: Interpretation and Modelling Implications”, Journal of Modelling Management, Vol. 1, pp. 7-17.
Diamantopoulos, A. Y Papadopoulos (2010): “Assesing the Cross-national Invariance of Formative Measures: Guidelines for International Business Researchers”, Journal of International Business Studies, Vol. 41, pp. 360-370.
Diamantopoulos, A.; Riefler, P. Y Roth, K.P. (2008): “Advancing Formative Measurement Models”, Journal of Business Research, Vol. 61, No. 12, pp. 1203-1218.
Diamantopoulos, A. Y Winklhofer, H.M. (2001): “Index Construction with Formative Indicators: An Alternative to Scale Development”, Journal of Marketing Research, Vol. 38, mayo, pp. 269-277.
Edwards, J.R. (2001): “Multidimensional Constructs in Organizational Behavior Research: An Integrative Analytical Framework». Organizational Research Methods, vol. 4, núm. 2, págs. 144-192.
Erdem, T.; Swait, J. Y Valenzuela, A. (2006): “Brands as Signals: A Cross-country Validation Study”, Journal of Marketing, Vol. 70, enero, pp. 34-49.
Farquhar, P.H. (1989): “Managing Brand Equity”, Marketing Research, pp. 24-33.
Fernández, M. Y González, M. (2006): “Brand Equity in the European Fruit and Vegetable Sector: A Transaction Cost Approach”, International Journal of Research in Marketing, Vol. 23, pp. 31-44.
Fornell, C. (1982): A Second Generation of Multivariate Analysis. Praeger, New York.
Grover, R. Y Srinivasan, V. (1992): “Evaluationg the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments”, Journal of Marketing Research, Vol. 29, febrero, pp. 76-89.
Hair, J.F.; Black, B.; Babin, B.; Anderson, R.E. Y Tatham, R.L. (2006): Multivariate Data Analysis, 6ª Ed., Upper Saddle River, Prentice Hall, N.J.
Hofstede, G. (2001): Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organizations across Nations, Thousand Oaks CA: Sage Publications.
Hsieh, M.H. (2002): “Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study”, Journal of International Marketing, Vol. 10, No. 2, pp. 46-67.
Hsieh, M.H. (2004): “Measuring Global Brand Equity Using Cross-National Survey Data”. Journal of International Marketing, Vol. 12, No. 2, pp. 28-57.
Hult, G.T.M.; Ketchen, D.J.; Griffith, D.A.; Finnegan, C.A.; Gonzalez-Padron, T.; Harmancioglu, N.; Huang, Y.; Talay, M.B. Y Cavusgil, S.T. (2008): “Data Equivalence in Cross-Cultural International Business Research: Assessment and Guidelines”, Journal of International Business Studies, Vol. 39, No. 6, pp. 1027-1044.
Interbrand. Best Global Brands 2006. A Ranking by Brand Value. Disponible en: http://www.interbrand.com/best_brands_2006.asp.
Jarvis, C.B.; MacKenzie, S.B. Y Podsakoff, P.M. (2003): “A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research”, Journal of Consumer Research, Vol. 30, pp. 199-218.
Jung, J. Y Sung, E-Y. (2008): “Consumer-based Brand Equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea”, Journal of Fashion Marketing and Management, Vol. 12, No. 1, pp. 24-35.
Keller, K.L. (1993): “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22.
Keller, K.L. (2007): Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3ª Ed. New York: Prentice Hall.
Keller, K.L. Y Lehmann, D.R. (2006): “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, Vol. 25, No. 6, pp. 740-759.
Kim H. Y Kim, W.G. (2005): “The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants”, Tourism Management, Vol. 26, pp. 549-560.
Kim, K.H.; Kim, K.S.; Kim, D.Y.; Kim, J.H. Y Kang, S.H. (2008): “Brand Equity in Hospital Marketing”, Journal of Business Research, Vol. 61, pp. 75-82.
Kline, R.B. (2005): Principles and Practice of Structural Equation Modeling, 2ª Ed., The Guilford Press, New York.
Koçak, A.; Abimbola, T. Y Özer, A. (2007): “Consumer Brand Equity in a Cross-cultural Replication: An Evaluation of a Scale”, Journal of Marketing Management, Vol. 23, No. 1/2, pp. 157-173.
Konecnik, M. Y Gartner, W.C. (2007): “Customer-Based Brand Equity for a Destination”, Annals of Tourism Research, Vol. 34, No. 2, pp. 400-421.
Krishnan, H.S. (1996): “Characteristics of memory associations: A consumer-based brand equity perspective”, International Journal of Research in Marketing, Vol. 13, pp. 389-405.
Kumar, V. (2000): International Marketing Research, Prentice Hall, Upper saddle River, NJ.
Lassar, W.; Mittal, B. Y Sharma, A. (1995): “Measuring Customer-based Brand Equity”, Journal of Consumer Marketing, Vol. 12, No. 4, pp. 11-19.
Lee, J-S. Y Back, K-J. (2008): “Attendee-based Brand Equity”, Tourism Management, Vol. 29, pp. 331-344.
Leone, R.P.; Rao, V.R.; Keller, K.L.; Luo, A.M.; McAlister, L. Y Srivastava, R. (2006): “Linking Brand Equity to Customer Equity”, Journal of Service Research, Vol. 9, No. 2, pp. 125-138.
Low, G.S. Y Lamb, Ch.W. (2000): “The Measurement and Dimensionality of Brand Association”, Journal of Product and Brand Management, Vol. 9, No. 6, pp. 350-368.
MacKenzie, S.B.; Podsakoff, P.M. Y Jarvis, C.B. (2005): “The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and some Recommended Solutions”, Journal of Applied Psychology, Vol. 90, No. 4, pp. 710-730.
Maio Mackay, M. (2001): “Evaluation of Brand Equity Measures: Further Empirical Results”, Journal of Product and Brand Management, Vol. 10, No. 1, pp. 38-51.
Malhotra, N.K.; Peterson, M. Y Kleiser, S.B. (1999): “Marketing Research: A State-ofthe-Art Reivew and Diretions for the Twenty-First Century”, Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 160-183.
Martin, G.S. Y Brown, T.J. (1990): “In Search of Brand Equity: The Conceptualization and Measurement of the Brand Impression Construct”, en M.L. Childers et al. (eds.): Marketing Theory and Applications, Vol. 2 (pp. 431-438), Chicago: American Marketing Association.
Mohd, N.; Nasser, M. Y Mohamad, O. (2007): “Does Image of Country-of-origin Matter to Brand Equity?”, Journal of Product and Brand Management, Vol. 16, No. 1, pp. 38-48.
Netemeyer, R.G.; Krishnan, B.; Pullig, C.; Wang, G.; Yagci, M.; Dean, D.; Ricks, J. Y Wirth, F. (2004): “Developing and Validating Measures of Facets of Customer-based Brand Equity”, Journal of Business Research, Vol. 57, pp. 209-224.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2005): “Consumer-based Brand Equity: Improving the Measurement. Empirical Evidence”, Journal of Product and Brand Management, Vol. 14, No. 3, pp. 143-154.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2006): “Consumer-based Brand Equity and Country-of-origin Relationships”, European Journal of Marketing, Vol. 40, No. 5/6, pp. 696-717.
Pappu, R.; Quester, P.G. Y Cooksey, R.W. (2007): “Country Image and Consumer-based Brand Equity: Relationships and Implications for International Marketing”, Journal of International Business Studies, Vol. 38, pp. 726-745.
Park, C.W.; MacInnis, D.J.; Dreze, X. Y Lee, J. (2009): “Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure”, en Loken, B., Ahluwalia, R. y Houston, M. (Ed.), Contemporary Branding Issues: A Research Perspective, Taylor and Francis Group Publishing.
Podsakoff, N.; Shen, W. Y Podsakoff, P.M. (2006): “The Role of Formative Measurement Models in Strategic Management Research: Review, Critique, and Implications for Future Research”, en Ketchen, D. y Bergh, D. (Ed.): Research Methodology in Strategic Management, Vol. 3, Elsevier, Oxford, England.
Rossiter, J.R. Y Percy, L.P. (1987): Advertising and Promotion Management, McGraw-Hill: New York.
Seetharaman, A.; Nadzir, A.A.B.M. Y Gunalan, S. (2001): “A Conceptual Study on Brand Valuation”, Journal of Product and Brand Management, Vol. 10, No. 4, pp. 243-256.
Steenkamp, J-B.E.M. Y Baumgartner, H. (1998): “Assessing Measurement Invariance in Cross-National Consumer Research”. Journal of Consumer Research, Vol. 25 (junio), pp. 78-90.
Steenkamp, J-B.E.M. Y Van Trijp, H.C. (1991): “The Use of LISREL in the Validating Marketing Constructs”, International Journal of Research in Marketing, Vol. 8, pp. 283-299.
Supphellen, M. (2000): “Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations”, International Journal of Market Research, Vol. 42, No. 3, pp. 319-338.
Swait, J.; Erdem, T.; Louviere, J. Y Dubelaar, C. (1993): “The Equalization Price: A Measure of Consumer-perceived Brand Equity”, International Journal of Research in Marketing, Vol. 10, pp. 23-45.
Vandenberg, R.J. y Lance, C.E. (2000): “A Review and Synthesis of the Measurement Invariance Literature: Suggestions, Practices, and Recommendations for Organizational Research”, Organizational Research Methods, Vol. 3, No. 1, pp. 4-69.
Vázquez, R.; del Río, A.B. E Iglesias, V. (2002): “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, Vol. 39, No. 3/4, pp. 351-364.
Villarejo, A.F. (2001): La Medición del Valor de Marca en el Ámbito de la Gestión de Marketing, CEADE.
Wang, Y.; Kandampully, J.A.; Lo, H. Y Shi, G. (2006): “The Roles of Brand Equity and Corporate Reputation in CRM: A Chinese Study”, Corporate Reputation Review, Vol. 9, No. 3, pp. 179-197.
Washburn, J.H. Y Plank, R.E. (2002): “Measuring Brand Equity: An Evaluation of a Consumer-based Brand Equity Scale”, Journal of Marketing Theory and Practice, Vol. 10, No. 1, pp. 46-62.
Winters, L.C. (1991): “Brand Equity Measures: Some Recent Advances”, Marketing Research, pp. 70-73.
Yoo, B. Y Donthu, N. (2001): “Developing and Validating a Multidimensional Consumer-based Brand Equity Scale”, Journal of Business Research, Vol. 52, pp. 1-14.
Yoo, B. Y Donthu, N. (2002): “Testing Cross-Cultural Invariance of Brand Equity Creation Process”, Journal of Product and Brand Management, Vol. 11, No. 6, pp. 380-398.
Yoo, B.; Donthu, N. Y Lee, S. (2000): “An Examination of Selected Marketing Mix Elements and Brand Equity”, Academy of Marketing Science, Vol. 28, No. 2, pp. 195-211.
Zeithaml, V.A. (1988): “Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52, julio, pp. 2-22.
Sección
Artículos
Copyright Information
Los autores mantienen el copyright de la publicación. Las publicaciones en Cuadernos de Gestión se distribuyen bajo la licencia de Creative Commons -CC-BY-NC-ND, garantizando el acceso abierto a toda la sociedad.
En concreto la licencia CC-BY-NC-ND permite utilización, copia, distribución y comunicación pública de la obra, siempre que los autores y la fuente sean correctamente citados y no se utilice para propósitos comerciales.
El/la autor/a puede hacer libre uso de su artículo indicando siempre que el texto ha sido publicado en Management Letters/Cuadernos de Gestión y cualquier re-edición del mismo deberá contar con la autorización de la revista.