Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife

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Publicado 11-02-2022
M.ª Belén Prados-Peña

Resumen

Objetivo: Este trabajo propone un modelo de formación de lealtad hacia la marca extendida de una marca patrimonial a partir de la actitud hacia la marca padre patrimonial, teniendo en cuenta el efecto mediador de la imagen de la marca padre y los efectos moderadores del ajuste entre la marca patrimonial y la extensión así como la implicación hacia la categoría de producto.

Metodología: Se ha llevado a cabo un estudio experimental con 328 turistas que visitaban el destino patrimonial y manipulando dos niveles de ajuste. Se estableció un modelo de regresión de mediación moderada utilizando el software PROCESS 3.4.

Conclusiones: El efecto de la actitud hacia la marca patrimonial sobre la lealtad hacia la extensión se produce a través de la imagen de la marca patrimonial. Este efecto se potencia en condiciones de bajo ajuste y alta implicación. La implicación modera el efecto directo independientemente del grado de ajuste.

Implicaciones: Se aportan implicaciones para la gestión de las empresas que usan una marca patrimonial para competir en el mercado así como para los responsables de gestión del hito patrimonial.

Originalidad y valor: Este trabajo contribuye al conocimiento sobre el proceso de formación de la lealtad hacia extensiones de marca patrimoniales, teniendo en cuenta las percepciones sobre la marca padre en términos de actitud e imagen y cómo afecta a dichas relaciones el ajuste entre la marca patrimonial y a actividad de la empresa que realiza la extensión y el nivel de implicación con la categoría.

Cómo citar

Prados-Peña, M. B. (2022). Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife. Cuadernos De Gestión, 22(1), 21–33. https://doi.org/10.5295/cdg.201380bp
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Keywords

Extensiones de marca, marca patrimonial, actitud hacia la marca, imagen de marca, implicación, ajuste de la extensión

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