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
https://orcid.org/0000-0002-0689-1276
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
References
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Iversen, N. M., y Hem, L. E., 2008. Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5/6), 603-626.
Jung, K., y Tey, L., 2010. Searching for boundary conditions for successful brand extensions. Journal of Product & Brand Management, 19(4), 276–285
Kalra, S., 2019. Antecedents of Attitude Towards Brand Extensions. IUP Journal of Brand Management, 16(4), 29-44.
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Baloglu, S., y McCleary, K. W., 1999. A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Barone, M. J., 2005. The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3), 263-270.
Bottomley, P. A., y Holden, S. J., 2001. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of marketing research, 38(4), 494-500.
Boush, D. M., y Loken, B., 1991. A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
Bowitz, E. and Ibenholt, K., 2008. Economic impacts of cultural heritage. Research and perspectives. Journal of Cultural Heritage, 10(1), 1-8.
Boyd, S. W., y Timothy, D. J., 2006. Marketing issues and world heritage sites. In: Leask, A. and Fyall A., eds. Managing World Heritage Sites. Elsevier Ltd, 55-68.
Brown, T. J., y Dacin, P. A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
Buil C.I., y Montaner G.T., 2008. Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca. Cuadernos de Estudios Empresariales, 18, 109-134.
Buil C.I., Martinez S.E., y Pina P.J., 2008. Extensiones de marca en bienes y servicios: Evaluación y efectos sobre la imagen de marca. Revista Española de Investigación de Marketing ESIC, 12(2), 25-43.
Buil, I., de Chernatony, L., y Hem, L. E., 2009. Brand extension strategies: perceived fit, brand type, and culture influences. European Journal of Marketing, 43(11/12), 1300-1324.
Colmenares, O. A., y Saavedra, J. L., 2007. Aproximación teórica de la lealtad de marca: enfoques y valoraciones. Cuadernos de Gestión, 7(2), 69-81.
Czellar, S., 2003. Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
Chaudhuri, A., y Holbrook, M. B., 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chaudhuri, A., 2000. A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, 8(1), 1-15.
Chen, C. F., y Tsai, D., 2007. How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Chen, K. J., y Liu, C. M., 2004. Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1), 25-36.
Choi, T. M., Liu, N., Liu, S. C., Mak, J., y To, Y. T., 2010. Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17(7), 472-487.
D’Astous, A., Colbert, F., y Fournier, M., 2007. An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4), 231-240.
Del Barrio, S. y Luque, T., 2012. Análisis de Ecuaciones Estructurales. In: Luque, T., ed. Técnicas de análisis de datos en investigación de mercados. Madrid: Pirámide.
Del Barrio-García, S., y Prados-Peña, M. B., 2019. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management, 13, 10-23.
Delgado B. M. E., 2004. Estado actual de la investigación sobre la lealtad a la marca: una revisión teórica. Dirección y Organización, 30, 16-24.
DelVecchio, D., 2000. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability. Journal of Product & Brand Management, 9(7), 457-471.
Dick, A. S., y Basu, K., 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Doust, H. V., y Esfahlan, H. N., 2012. The effect of brand extension strategies on brand image: An integrative model and research propositions. African Journal of Business Management, 6(11), 4234-4244.
Eren-Erdogmus, Ilker A., y Esin A., 2018. Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions. Journal of Fashion Marketing and Management: An International Journal, 22(4), 476-493.
Evangeline, S. J., y Ragel, V. R., 2016. The role of consumer perceived fit in brand extension acceptability. IUP Journal of Brand Management, 13(1), 57-72.
Fedorikhin, A., Park, C. W., y Thomson, M., 2008. Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Fornell, C., y Larcker, D. F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(1), 382-388.
Gierl, H., y Huettl, V., 2011. A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation. International Journal of Research in Marketing, 28(2), 120-133.
Greffe, X., 2004. Is heritage an asset or a liability?. Journal of Cultural Heritage, 5(3), 301-309.
Hair, J.F., Anderson, R.E., Babin, B.J., y Black, W.C., 2010. Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
Hassan, A., y Rahman, M., 2015. World Heritage site as a label in branding a place. Journal of Cultural Heritage Management and Sustainable Development, 5(3), 210-223.
Hayes, A. F., 2017. Introduction to mediation, moderation, and conditional process analysis second edition: A regression-based approach. London: The Guilfor Press.
Hem, L. E., y Iversen, N. M., 2003. Transfer of brand equity in brand extensions: The importance of brand loyalty. ACR North American Advances, 30, 72-79.
Hem, L. E., De Chernatony, L., y Iversen, N. M., 2003. Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8), 781-806.
Huete-Alcocer, N., 2018. Assessing the path from information sources to loyalty (attitudinal and behavioral): evidences obtained in an archeological site in Spain. Thesis, (PhD). Castilla-La Mancha University.
Huete-Alcocer, N., Martinez-Ruiz, M. P., López-Ruiz, V. R., y Izquiedo-Yusta, A., 2019. Archeological tourist destination image formation: Influence of information sources on the cognitive, affective and unique image. Frontiers in psychology, 10, 2382.
Iversen, N. M., y Hem, L. E., 2008. Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5/6), 603-626.
Jung, K., y Tey, L., 2010. Searching for boundary conditions for successful brand extensions. Journal of Product & Brand Management, 19(4), 276–285
Kalra, S., 2019. Antecedents of Attitude Towards Brand Extensions. IUP Journal of Brand Management, 16(4), 29-44.
Keller, K. L., y Aaker, D. A., 1992. The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.
Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K.L., 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed. New York: Prentice Hall.
Kim, H., Stepchenkova, S., y Yilmaz, S., 2019. Destination extension: A faster route to fame for the emerging destination brands?. Journal of Travel Research, 58(3), 440-458.
Kotler, P. y Gertner, D., 2010. Country as brand, product, and beyond: A place marketing & brand management perspective. In: Morgan, N.A., Pritchard and Pride, R., eds. Destination Branding: Creating the Unique Destination Proposal (2.ª revised ed.). Burlington, MN: Butterworth-Heinemann, 40-56.
Lee, T. H., 2009. A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure Sciences, 31(3), 215-236.
Martínez, E., Montaner, T., y Pina, J. M., 2009. Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305-313.
Martins, M., 2015. The tourist imagery, the destination image and the brand image. Journal of Tourism and Hospitality Management, 3(2), 1-14.
Milewicz, J. y Herbig, P., 1994. Evaluating the Brand Extension Decision Using a Model of Reputation Building. Journal of Product y Brand Management, 3(1), 39-47.
Mitchell, A. A., y Olson, J. C., 2000. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).318-332.
Moliner, M.A., Fandos, J.C., Monferrer, D. y Estrada, M., 2020. Entity crisis, halo effect and loyalty. Cuadernos de Gestión, 20(1), 155-180. DOI: 10.5295/cdg.170808mm
Murphy, S.T., y Zajonc, R.B., 1993. Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures. Journal of Personality and Social Psychology, 64(5), 723-729.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. y Wirth, F., 2004. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Nkwocha, I., Bao, Y., Johnson, W. C., y Brotspies, H. V., 2005. Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory and Practice, 13(3), 49-61.
Oliver, R. L., 1999. Whence consumer loyalty? The Journal of Marketing, 3, 33-44.
Ozretic-Dosen, D., Brlic, M., y Komarac, T., 2018. Strategic brand management in emerging markets: consumer perceptions of brand extensions. Organizations and Markets inEmerging Economies, 9(1), 135-153.
Petty, R. E., y Cacioppo, J. T., 1984. The effects of involvement on responses to argument quantity and quality: Central and peripher-al routes to persuasion. Journal of personality and social psychology, 46(1), 69-81.
Plaza, B., 2006. The return on investment of the Guggenheim Museum Bilbao. International Journal of Urban and Regional Research, 30(2), 452-467.
Poria, Y., Reichel, A., y Cohen, R., 2011. World heritage site–Is it an effective brand name? A case study of a religious heritage site. Journal of Travel Research, 50(5), 482-495.
Prados-Peña, M. B., y del Barrio-García, S., 2018. The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife. Journal of Cultural Heritage, 31, 170-179.
Prados-Peña, M. B., and Del Barrio-García, S., 2020. How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis. Tourism Management Perspectives, 36, 100755,1-16.
Qu, H., Kim, L. H., y Im, H. H., 2011. A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.
Raufeisen, X., Wulf, L., Köcher, S., Faupel, U., y Holzmüller, H. H., 2019. Spillover effects in marketing: integrating core research domains. AMS Review, 9(3-4), 249-267.
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