Marcas de experienciaMarcando la diferencia

  1. Fernández Sabiote, Estela
  2. Delgado Ballester, María Elena
Zeitschrift:
Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

ISSN: 0123-5923

Datum der Publikation: 2011

Ausgabe: 27

Nummer: 121

Seiten: 59-78

Art: Artikel

DOI: 10.1016/S0123-5923(11)70181-4 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

Zusammenfassung

Actualmente, la utilización de la marca como estrategia de diferenciación de la oferta parece adoptar una dimensión experiencial no tenida en cuenta hasta el momento en la literatura académica. El objetivo del presente trabajo es demostrar el interés que tiene para una empresa poseer una marca experiencial. De este modo, sobre la base del trabajo de Brakus, Schmitt y Zarantonello (2009), se adapta la escala desarrollada por estos autores a un contexto de consumo y marcas españolas. Para ello se recogieron, a través de un cuestionario, 278 observaciones de quince marcas pertenecientes a once categorías de producto. Los resultados muestran efectos positivos de la experiencia de marca sobre el capital de marca, la comunicación boca-oreja y la identificación marca - consumidor.

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Fuente de los datos: Dialnet