Medición del valor de marca desde un enfoque formativo
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Publicado
20-12-2010
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. (2010). 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
References
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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.
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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.
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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.
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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.
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