Evolución y caracterización de los modelos de Brand Equity
El Brand Equity ha tomado popularidad desde inicios de la década de los años ochenta. Su importancia radica en que la marca es un activo intangible de gran importancia al interior de las compañías debido a que es la personalidad del producto, así como un elemento único, diferenciador y de gran valor...
Saved in:
Published in | Suma de negocios Vol. 5; no. 12; pp. 158 - 168 |
---|---|
Main Authors | , |
Format | Journal Article |
Language | Spanish |
Published |
Elsevier España, S.L.U
2014
|
Subjects | |
Online Access | Get full text |
Cover
Loading…
Abstract | El Brand Equity ha tomado popularidad desde inicios de la década de los años ochenta. Su importancia radica en que la marca es un activo intangible de gran importancia al interior de las compañías debido a que es la personalidad del producto, así como un elemento único, diferenciador y de gran valor para los consumidores. Aaker lo define como el valor que el consumidor asocia a la marca mediante las dimensiones de conciencia de marca, asociaciones de marca, lealtad a la marca y calidad percibida; sin embargo, para Keller es el efecto diferencial del conocimiento de marca como respuesta del consumidor ante la adquisición.
El objetivo de este artículo es mostrar la importancia del Brand Equity desde la evolución de la definición del término, pasando por los autores que han aportado a la construcción del concepto y una conceptualización de los modelos desarrollados con las variables que estos consideran.
The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines it as the value that consumers associate the brand with the dimensions of brand awareness, brand associations, brand loyalty and perceived quality. However, for Keller it is a differential effect of the brand awareness of the consumer in response to the acquisition of the same.
The aim of this paper is to show the importance of Brand Equity from the evolution of the definition of the term, to the authors who have contributed to the construction of the concept, and a conceptualization of models developed with these variables contemplated. |
---|---|
AbstractList | El Brand Equity ha tomado popularidad desde inicios de la década de los años ochenta. Su importancia radica en que la marca es un activo intangible de gran importancia al interior de las compañías debido a que es la personalidad del producto, así como un elemento único, diferenciador y de gran valor para los consumidores. Aaker lo define como el valor que el consumidor asocia a la marca mediante las dimensiones de conciencia de marca, asociaciones de marca, lealtad a la marca y calidad percibida; sin embargo, para Keller es el efecto diferencial del conocimiento de marca como respuesta del consumidor ante la adquisición.
El objetivo de este artículo es mostrar la importancia del Brand Equity desde la evolución de la definición del término, pasando por los autores que han aportado a la construcción del concepto y una conceptualización de los modelos desarrollados con las variables que estos consideran.
The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines it as the value that consumers associate the brand with the dimensions of brand awareness, brand associations, brand loyalty and perceived quality. However, for Keller it is a differential effect of the brand awareness of the consumer in response to the acquisition of the same.
The aim of this paper is to show the importance of Brand Equity from the evolution of the definition of the term, to the authors who have contributed to the construction of the concept, and a conceptualization of models developed with these variables contemplated. |
Author | Forero Siabato, María Fernanda Duque Oliva, Edison Jair |
Author_xml | – sequence: 1 givenname: María Fernanda surname: Forero Siabato fullname: Forero Siabato, María Fernanda organization: Universidad Nacional de Colombia, Bogotá, Colombia – sequence: 2 givenname: Edison Jair surname: Duque Oliva fullname: Duque Oliva, Edison Jair email: jduqueo@unal.edu.co organization: PhD en Marketing. Profesor Facultad de Ciencias Económicas, Universidad Nacional de Colombia, Bogotá, Colombia. Profesor Universidad Espíritu Santo, Ecuador |
BookMark | eNqFUE1LAzEQDVLBWvsThD3qYXUmm93NgiBa6gcUPKjgLUyTLETajSbbwvq3_An-MbetiDdPb-bx3mPmHbJB4xvL2DHCGQIW54-cY55WCC8nKE5LgEymfI8Nf-nBn_mAjWN8BQDshb1yyC6ma79Yaff12SRdoimQbm1wH7SjjE0WPiZLb-wG-_U6UGOS6fvKtd0R269pEe34B0fs-Wb6NLlLZw-395OrWapRSp7WGYHITF4UspCUY1FBzQXnFSERIdaQIeWGF2hKW4pqPodyLoQkLcrMSMxGLN_l6uBjDLZWb8EtKXQKQW1aUNsW1OZFhUJtW1C8913ufLY_bu1sUFE722hrXLC6Vca7fxK-AUL-Zes |
Cites_doi | 10.1177/0092070394222001 10.1108/07363769510095270 10.1016/0167-8116(93)90030-3 10.1108/10610420410538069 10.1080/13527260902757530 10.2307/41165845 10.1016/0167-8116(94)00022-4 10.1108/09564239910276872 10.1108/10610420110410559 10.1016/0007-6813(84)90024-7 10.7263/adresic-007-01 10.1086/208721 10.2307/1252171 10.1287/mksc.14.3.253 10.1287/mksc.12.1.28 10.1057/palgrave.bm.2540139 10.2307/1252054 10.1016/0167-8116(93)90031-S |
ContentType | Journal Article |
Copyright | 2014 Fundación Universitaria Konrad Lorenz |
Copyright_xml | – notice: 2014 Fundación Universitaria Konrad Lorenz |
DBID | 6I. AAFTH AAYXX CITATION |
DOI | 10.1016/S2215-910X(14)70038-2 |
DatabaseName | ScienceDirect Open Access Titles Elsevier:ScienceDirect:Open Access CrossRef |
DatabaseTitle | CrossRef |
DatabaseTitleList | |
DeliveryMethod | fulltext_linktorsrc |
DocumentTitleAlternate | Evolution and characterization of Brand Equity models |
EISSN | 2215-910X |
EndPage | 168 |
ExternalDocumentID | 10_1016_S2215_910X_14_70038_2 S2215910X14700382 |
GroupedDBID | 0R~ 0SF 4.4 457 5VS 6I. AACTN AAEDT AAEDW AAFTH AAIKJ AALRI AAXUO ABMAC ADBBV ADEZE AEXQZ AGHFR AITUG ALMA_UNASSIGNED_HOLDINGS AMRAJ BCNDV EBS EJD FDB GROUPED_DOAJ IPNFZ KQ8 NCXOZ O9- OK1 RIG SSZ AAYXX ADVLN AKRWK CITATION |
ID | FETCH-LOGICAL-c1882-f3a043d566868a51690f24229a1aaa11f031a5d261d7e749bb07b448ac473d813 |
ISSN | 2215-910X |
IngestDate | Fri Aug 23 01:30:12 EDT 2024 Tue May 16 22:10:37 EDT 2023 |
IsDoiOpenAccess | true |
IsOpenAccess | true |
IsPeerReviewed | true |
IsScholarly | true |
Issue | 12 |
Keywords | Brand Brand loyalty Brand Equity Marca Brand awareness Asociaciones de marca Perceived quality Calidad percibida Lealtad de marca Conocimiento de marca Brand associations |
Language | Spanish |
License | http://creativecommons.org/licenses/by-nc-nd/4.0 |
LinkModel | OpenURL |
MergedId | FETCHMERGED-LOGICAL-c1882-f3a043d566868a51690f24229a1aaa11f031a5d261d7e749bb07b448ac473d813 |
OpenAccessLink | http://dx.doi.org/10.1016/S2215-910X(14)70038-2 |
PageCount | 11 |
ParticipantIDs | crossref_primary_10_1016_S2215_910X_14_70038_2 elsevier_sciencedirect_doi_10_1016_S2215_910X_14_70038_2 |
PublicationCentury | 2000 |
PublicationDate | 2014 |
PublicationDateYYYYMMDD | 2014-01-01 |
PublicationDate_xml | – year: 2014 text: 2014 |
PublicationDecade | 2010 |
PublicationTitle | Suma de negocios |
PublicationYear | 2014 |
Publisher | Elsevier España, S.L.U |
Publisher_xml | – name: Elsevier España, S.L.U |
References | Aaker (bib0010) 1996; 38 De Chernatony, Christodoulides (bib0040) 2004; 13 Garolera (bib0085) 1997 Tinto (bib0210) 2008; 200 Green, Krieger (bib0095) 1995; 14 Gremler, Brown (bib0105) 1999; 10 Keller (bib0130) 2007 Kotler, Armstrong (bib0140) 2008 François, MacLachlan (bib0075) 1995; 12 Keller (bib0125) 2001 Blackston (bib0025) 1989 Leuthesser (bib0155) 1988 Moon, Millinson (bib0160) 2004 Feldwick (bib0065) 1996; 38 Rocha, M. (2012). Hoeffler, Keller (bib0110) 2003; 10 Kamakura, Russell (bib0115) 1993; 10 Farquhar (bib0060) 1989; 1 García de los Salmones Sánchez, Pérez Ruiz, Rodríguez del Bosque Rodríguez (bib0080) 2007; 25 Green, Srinivasan (bib0100) 1978; 5 Aaker, Keller (bib0015) 1990 Kotler, Keller (bib0145) 2012 Ramírez Angulo, P. (2012). Dick, Basu (bib0050) 1994; 22 Chen (bib0030) 2001; 10 De Chernatory, Mc Donald (bib0045) 1992 Nomen (bib0170) 1996; 55 Daft (bib0035) 1983 Simon, Sullivan (bib0195) 1993; 12 Srinivasan, Park, Chang (bib0200) 2001 Swait, Erdem, Louviere, Dubelaar (bib0205) 1993; 10 Espósito (bib0055) 2001 Núñez, Cuesta, Gutiérrez (bib0175) 2013; 7 Keller (bib0135) 2009; 15 . Ferreira (bib0070) 2011; 20 Lassar, Mittal, Sharma (bib0150) 1995; 12 Silvina, R. (2010). Buenos Aires: Universidad de Palermo. Recuperado de Recuperado de Garvin (bib0090) 1984; 27 Aaker (bib0005) 1991 Keller (bib0120) 1993; 57 American Marketing Association (2013). Morales Nieto (bib0165) 2007 Daft (10.1016/S2215-910X(14)70038-2_bib0035) 1983 García de los Salmones Sánchez (10.1016/S2215-910X(14)70038-2_bib0080) 2007; 25 Aaker (10.1016/S2215-910X(14)70038-2_bib0010) 1996; 38 Hoeffler (10.1016/S2215-910X(14)70038-2_bib0110) 2003; 10 Lassar (10.1016/S2215-910X(14)70038-2_bib0150) 1995; 12 Garvin (10.1016/S2215-910X(14)70038-2_bib0090) 1984; 27 10.1016/S2215-910X(14)70038-2_bib0190 Farquhar (10.1016/S2215-910X(14)70038-2_bib0060) 1989; 1 Nomen (10.1016/S2215-910X(14)70038-2_bib0170) 1996; 55 Keller (10.1016/S2215-910X(14)70038-2_bib0135) 2009; 15 Kotler (10.1016/S2215-910X(14)70038-2_bib0145) 2012 François (10.1016/S2215-910X(14)70038-2_bib0075) 1995; 12 Gremler (10.1016/S2215-910X(14)70038-2_bib0105) 1999; 10 Aaker (10.1016/S2215-910X(14)70038-2_bib0005) 1991 Espósito (10.1016/S2215-910X(14)70038-2_bib0055) 2001 Núñez (10.1016/S2215-910X(14)70038-2_bib0175) 2013; 7 Aaker (10.1016/S2215-910X(14)70038-2_bib0015) 1990 Kamakura (10.1016/S2215-910X(14)70038-2_bib0115) 1993; 10 Chen (10.1016/S2215-910X(14)70038-2_bib0030) 2001; 10 Green (10.1016/S2215-910X(14)70038-2_bib0100) 1978; 5 De Chernatory (10.1016/S2215-910X(14)70038-2_bib0045) 1992 10.1016/S2215-910X(14)70038-2_bib0180 Simon (10.1016/S2215-910X(14)70038-2_bib0195) 1993; 12 Leuthesser (10.1016/S2215-910X(14)70038-2_bib0155) 1988 Blackston (10.1016/S2215-910X(14)70038-2_bib0025) 1989 De Chernatony (10.1016/S2215-910X(14)70038-2_bib0040) 2004; 13 10.1016/S2215-910X(14)70038-2_bib0020 10.1016/S2215-910X(14)70038-2_bib0185 Keller (10.1016/S2215-910X(14)70038-2_bib0125) 2001 Keller (10.1016/S2215-910X(14)70038-2_bib0130) 2007 Keller (10.1016/S2215-910X(14)70038-2_bib0120) 1993; 57 Kotler (10.1016/S2215-910X(14)70038-2_bib0140) 2008 Moon (10.1016/S2215-910X(14)70038-2_bib0160) 2004 Srinivasan (10.1016/S2215-910X(14)70038-2_bib0200) 2001 Ferreira (10.1016/S2215-910X(14)70038-2_bib0070) 2011; 20 Swait (10.1016/S2215-910X(14)70038-2_bib0205) 1993; 10 Tinto (10.1016/S2215-910X(14)70038-2_bib0210) 2008; 200 Feldwick (10.1016/S2215-910X(14)70038-2_bib0065) 1996; 38 Green (10.1016/S2215-910X(14)70038-2_bib0095) 1995; 14 Dick (10.1016/S2215-910X(14)70038-2_bib0050) 1994; 22 Garolera (10.1016/S2215-910X(14)70038-2_bib0085) 1997 Morales Nieto (10.1016/S2215-910X(14)70038-2_bib0165) 2007 |
References_xml | – volume: 5 start-page: 103 year: 1978 end-page: 123 ident: bib0100 article-title: Conjoint analysis in consumer research: issues and outlook publication-title: Journal of Consumer Research contributor: fullname: Srinivasan – volume: 12 start-page: 11 year: 1995 end-page: 19 ident: bib0150 article-title: Measuring customer-based brand equity publication-title: Journal of Consumer Marketing contributor: fullname: Sharma – volume: 200 start-page: 91 year: 2008 end-page: 121 ident: bib0210 article-title: La imagen de marca de las ciudades publication-title: Provincia contributor: fullname: Tinto – start-page: 27 year: 1990 end-page: 41 ident: bib0015 article-title: Consumer evaluations of brand extensions publication-title: The Journal of Marketing contributor: fullname: Keller – volume: 27 start-page: 40 year: 1984 end-page: 43 ident: bib0090 article-title: Product quality: an important strategic weapon publication-title: Business Horizons contributor: fullname: Garvin – year: 2001 ident: bib0125 article-title: Building customer-based brand equity: a blueprint for creating strong brands contributor: fullname: Keller – year: 2001 ident: bib0055 article-title: Brand Equity: Modelos de valuación. contributor: fullname: Espósito – start-page: 3 year: 1989 end-page: 6 ident: bib0025 article-title: Price trade-off as a measure of brand value publication-title: Journal of Advertising Research contributor: fullname: Blackston – volume: 12 start-page: 28 year: 1993 end-page: 52 ident: bib0195 article-title: The measurement and determinants of brand equity: a financial approach publication-title: Marketing Science contributor: fullname: Sullivan – year: 2007 ident: bib0165 article-title: Innovar o morir. Cómo obtener resultados excepcionales con baja inversión. contributor: fullname: Morales Nieto – volume: 13 start-page: 168 year: 2004 end-page: 179 ident: bib0040 article-title: Dimensionalising on- and offline brands’ composite equity publication-title: Journal of Product and Brand Management contributor: fullname: Christodoulides – volume: 10 start-page: 9 year: 1993 end-page: 22 ident: bib0115 article-title: Measuring brand value with scanner data publication-title: International Journal of Research in Marketing contributor: fullname: Russell – volume: 10 start-page: 271 year: 1999 end-page: 293 ident: bib0105 article-title: The loyalty ripple effect: appreciating the full value of customers publication-title: International Journal of Service Industry Management contributor: fullname: Brown – volume: 12 start-page: 321 year: 1995 end-page: 332 ident: bib0075 article-title: Ecological validation of alternative customer-based brand strength measures publication-title: International Journal of Research in Marketing contributor: fullname: MacLachlan – volume: 57 start-page: 1 year: 1993 end-page: 22 ident: bib0120 article-title: Conceptualizing, measuring, and managing customer-based brand equity, publication-title: Journal of Marketing contributor: fullname: Keller – volume: 38 start-page: 85 year: 1996 end-page: 104 ident: bib0065 article-title: What is brand equity anyway and how do you measure it publication-title: Journal of the Marketing Research Society contributor: fullname: Feldwick – volume: 38 start-page: 102 year: 1996 end-page: 120 ident: bib0010 article-title: Mesaruring brand equity across products and markets publication-title: California Management Review contributor: fullname: Aaker – volume: 10 start-page: 439 year: 2001 end-page: 451 ident: bib0030 article-title: Using free association to examine the relationship between the characteristics of brand associations and brand equity publication-title: Journal of Product & Brand Management contributor: fullname: Chen – volume: 14 start-page: 253 year: 1995 end-page: 270 ident: bib0095 article-title: Attribute importance weights modification in assessing a brand's competitive potential publication-title: Marketing Science contributor: fullname: Krieger – volume: 55 start-page: 20 year: 1996 end-page: 26 ident: bib0170 article-title: Activos intangibles y política de empresa publication-title: Gerencia de Riesgos contributor: fullname: Nomen – year: 2008 ident: bib0140 article-title: Fundamentos de marketing contributor: fullname: Armstrong – volume: 10 start-page: 23 year: 1993 end-page: 45 ident: bib0205 article-title: The equalization price: a measure of consumer-perceived brand equity publication-title: International Journal of Research in Marketing contributor: fullname: Dubelaar – volume: 22 start-page: 99 year: 1994 end-page: 113 ident: bib0050 article-title: Customer loyalty: toward and integrated conceptual framework publication-title: Journal of the Academy of Marketing Science contributor: fullname: Basu – year: 1992 ident: bib0045 article-title: Creating powerful brands: The strategic route to success in consumer, industrial and service markets contributor: fullname: Mc Donald – year: 1997 ident: bib0085 article-title: Aspectos distintivos del “Brand Equity” en marcas percibidas como locales y como globales contributor: fullname: Garolera – year: 1991 ident: bib0005 article-title: Managing Brand Equity: capitalizing on the value of a brand name contributor: fullname: Aaker – year: 1983 ident: bib0035 article-title: Organization theory and design contributor: fullname: Daft – volume: 1 start-page: 24 year: 1989 end-page: 33 ident: bib0060 article-title: Managing Brand Equity publication-title: Marketing Research contributor: fullname: Farquhar – year: 2012 ident: bib0145 article-title: Dirección de marketing contributor: fullname: Keller – year: 1988 ident: bib0155 article-title: Defining, measuring and managing Brand Equity contributor: fullname: Leuthesser – volume: 25 year: 2007 ident: bib0080 article-title: Análisis del valor de marca de las entidades financieras: el efecto halo y el modelo de elección discreta publication-title: Investigaciones Europeas de Dirección y Economía de la Empresa contributor: fullname: Rodríguez del Bosque Rodríguez – volume: 15 start-page: 139 year: 2009 end-page: 155 ident: bib0135 article-title: Building strong brands in a modern marketing communications environment publication-title: Journal of Marketing Communications contributor: fullname: Keller – volume: 7 start-page: 8 year: 2013 end-page: 19 ident: bib0175 article-title: Posicionamiento del valor de marca de firmas de moda publication-title: aD Research ESIC contributor: fullname: Gutiérrez – year: 2007 ident: bib0130 article-title: Strategic brand management contributor: fullname: Keller – start-page: 1685 year: 2001 ident: bib0200 article-title: EQUITYMAP: measurement, analysis, and prediction of brand equity and its sources publication-title: Research Paper Series contributor: fullname: Chang – year: 2004 ident: bib0160 article-title: Firebrands contributor: fullname: Millinson – volume: 20 start-page: 341 year: 2011 end-page: 366 ident: bib0070 article-title: Análisis conjunto, Teoría, campos de aplicación y conceptos inherentes publication-title: Estudios y perspectivas en turismo contributor: fullname: Ferreira – volume: 10 start-page: 421 year: 2003 end-page: 445 ident: bib0110 article-title: The marketing advantages of strong brands publication-title: Journal of Brand Management contributor: fullname: Keller – volume: 22 start-page: 99 year: 1994 ident: 10.1016/S2215-910X(14)70038-2_bib0050 article-title: Customer loyalty: toward and integrated conceptual framework publication-title: Journal of the Academy of Marketing Science doi: 10.1177/0092070394222001 contributor: fullname: Dick – volume: 20 start-page: 341 year: 2011 ident: 10.1016/S2215-910X(14)70038-2_bib0070 article-title: Análisis conjunto, Teoría, campos de aplicación y conceptos inherentes publication-title: Estudios y perspectivas en turismo contributor: fullname: Ferreira – volume: 25 year: 2007 ident: 10.1016/S2215-910X(14)70038-2_bib0080 article-title: Análisis del valor de marca de las entidades financieras: el efecto halo y el modelo de elección discreta publication-title: Investigaciones Europeas de Dirección y Economía de la Empresa contributor: fullname: García de los Salmones Sánchez – year: 2008 ident: 10.1016/S2215-910X(14)70038-2_bib0140 contributor: fullname: Kotler – year: 2007 ident: 10.1016/S2215-910X(14)70038-2_bib0130 contributor: fullname: Keller – ident: 10.1016/S2215-910X(14)70038-2_bib0185 – year: 2001 ident: 10.1016/S2215-910X(14)70038-2_bib0125 contributor: fullname: Keller – volume: 12 start-page: 11 year: 1995 ident: 10.1016/S2215-910X(14)70038-2_bib0150 article-title: Measuring customer-based brand equity publication-title: Journal of Consumer Marketing doi: 10.1108/07363769510095270 contributor: fullname: Lassar – year: 2001 ident: 10.1016/S2215-910X(14)70038-2_bib0055 contributor: fullname: Espósito – year: 2004 ident: 10.1016/S2215-910X(14)70038-2_bib0160 contributor: fullname: Moon – year: 1997 ident: 10.1016/S2215-910X(14)70038-2_bib0085 contributor: fullname: Garolera – start-page: 3 year: 1989 ident: 10.1016/S2215-910X(14)70038-2_bib0025 article-title: Price trade-off as a measure of brand value publication-title: Journal of Advertising Research contributor: fullname: Blackston – volume: 38 start-page: 85 year: 1996 ident: 10.1016/S2215-910X(14)70038-2_bib0065 article-title: What is brand equity anyway and how do you measure it publication-title: Journal of the Marketing Research Society contributor: fullname: Feldwick – volume: 10 start-page: 9 year: 1993 ident: 10.1016/S2215-910X(14)70038-2_bib0115 article-title: Measuring brand value with scanner data publication-title: International Journal of Research in Marketing doi: 10.1016/0167-8116(93)90030-3 contributor: fullname: Kamakura – year: 1983 ident: 10.1016/S2215-910X(14)70038-2_bib0035 contributor: fullname: Daft – volume: 200 start-page: 91 year: 2008 ident: 10.1016/S2215-910X(14)70038-2_bib0210 article-title: La imagen de marca de las ciudades publication-title: Provincia contributor: fullname: Tinto – volume: 13 start-page: 168 year: 2004 ident: 10.1016/S2215-910X(14)70038-2_bib0040 article-title: Dimensionalising on- and offline brands’ composite equity publication-title: Journal of Product and Brand Management doi: 10.1108/10610420410538069 contributor: fullname: De Chernatony – volume: 15 start-page: 139 year: 2009 ident: 10.1016/S2215-910X(14)70038-2_bib0135 article-title: Building strong brands in a modern marketing communications environment publication-title: Journal of Marketing Communications doi: 10.1080/13527260902757530 contributor: fullname: Keller – year: 1991 ident: 10.1016/S2215-910X(14)70038-2_bib0005 contributor: fullname: Aaker – volume: 38 start-page: 102 year: 1996 ident: 10.1016/S2215-910X(14)70038-2_bib0010 article-title: Mesaruring brand equity across products and markets publication-title: California Management Review doi: 10.2307/41165845 contributor: fullname: Aaker – volume: 12 start-page: 321 year: 1995 ident: 10.1016/S2215-910X(14)70038-2_bib0075 article-title: Ecological validation of alternative customer-based brand strength measures publication-title: International Journal of Research in Marketing doi: 10.1016/0167-8116(94)00022-4 contributor: fullname: François – volume: 55 start-page: 20 year: 1996 ident: 10.1016/S2215-910X(14)70038-2_bib0170 article-title: Activos intangibles y política de empresa publication-title: Gerencia de Riesgos contributor: fullname: Nomen – volume: 10 start-page: 271 year: 1999 ident: 10.1016/S2215-910X(14)70038-2_bib0105 article-title: The loyalty ripple effect: appreciating the full value of customers publication-title: International Journal of Service Industry Management doi: 10.1108/09564239910276872 contributor: fullname: Gremler – volume: 10 start-page: 439 year: 2001 ident: 10.1016/S2215-910X(14)70038-2_bib0030 article-title: Using free association to examine the relationship between the characteristics of brand associations and brand equity publication-title: Journal of Product & Brand Management doi: 10.1108/10610420110410559 contributor: fullname: Chen – start-page: 1685 year: 2001 ident: 10.1016/S2215-910X(14)70038-2_bib0200 article-title: EQUITYMAP: measurement, analysis, and prediction of brand equity and its sources publication-title: Research Paper Series contributor: fullname: Srinivasan – year: 1992 ident: 10.1016/S2215-910X(14)70038-2_bib0045 contributor: fullname: De Chernatory – volume: 27 start-page: 40 year: 1984 ident: 10.1016/S2215-910X(14)70038-2_bib0090 article-title: Product quality: an important strategic weapon publication-title: Business Horizons doi: 10.1016/0007-6813(84)90024-7 contributor: fullname: Garvin – ident: 10.1016/S2215-910X(14)70038-2_bib0180 – volume: 7 start-page: 8 year: 2013 ident: 10.1016/S2215-910X(14)70038-2_bib0175 article-title: Posicionamiento del valor de marca de firmas de moda publication-title: aD Research ESIC doi: 10.7263/adresic-007-01 contributor: fullname: Núñez – volume: 5 start-page: 103 year: 1978 ident: 10.1016/S2215-910X(14)70038-2_bib0100 article-title: Conjoint analysis in consumer research: issues and outlook publication-title: Journal of Consumer Research doi: 10.1086/208721 contributor: fullname: Green – start-page: 27 year: 1990 ident: 10.1016/S2215-910X(14)70038-2_bib0015 article-title: Consumer evaluations of brand extensions publication-title: The Journal of Marketing doi: 10.2307/1252171 contributor: fullname: Aaker – year: 2012 ident: 10.1016/S2215-910X(14)70038-2_bib0145 contributor: fullname: Kotler – volume: 14 start-page: 253 year: 1995 ident: 10.1016/S2215-910X(14)70038-2_bib0095 article-title: Attribute importance weights modification in assessing a brand's competitive potential publication-title: Marketing Science doi: 10.1287/mksc.14.3.253 contributor: fullname: Green – volume: 12 start-page: 28 year: 1993 ident: 10.1016/S2215-910X(14)70038-2_bib0195 article-title: The measurement and determinants of brand equity: a financial approach publication-title: Marketing Science doi: 10.1287/mksc.12.1.28 contributor: fullname: Simon – volume: 1 start-page: 24 year: 1989 ident: 10.1016/S2215-910X(14)70038-2_bib0060 article-title: Managing Brand Equity publication-title: Marketing Research contributor: fullname: Farquhar – volume: 10 start-page: 421 year: 2003 ident: 10.1016/S2215-910X(14)70038-2_bib0110 article-title: The marketing advantages of strong brands publication-title: Journal of Brand Management doi: 10.1057/palgrave.bm.2540139 contributor: fullname: Hoeffler – year: 1988 ident: 10.1016/S2215-910X(14)70038-2_bib0155 contributor: fullname: Leuthesser – year: 2007 ident: 10.1016/S2215-910X(14)70038-2_bib0165 contributor: fullname: Morales Nieto – ident: 10.1016/S2215-910X(14)70038-2_bib0020 – volume: 57 start-page: 1 year: 1993 ident: 10.1016/S2215-910X(14)70038-2_bib0120 article-title: Conceptualizing, measuring, and managing customer-based brand equity, publication-title: Journal of Marketing doi: 10.2307/1252054 contributor: fullname: Keller – ident: 10.1016/S2215-910X(14)70038-2_bib0190 – volume: 10 start-page: 23 year: 1993 ident: 10.1016/S2215-910X(14)70038-2_bib0205 article-title: The equalization price: a measure of consumer-perceived brand equity publication-title: International Journal of Research in Marketing doi: 10.1016/0167-8116(93)90031-S contributor: fullname: Swait |
SSID | ssj0001700038 |
Score | 1.8238099 |
Snippet | El Brand Equity ha tomado popularidad desde inicios de la década de los años ochenta. Su importancia radica en que la marca es un activo intangible de gran... |
SourceID | crossref elsevier |
SourceType | Aggregation Database Publisher |
StartPage | 158 |
SubjectTerms | Asociaciones de marca Brand Brand associations Brand awareness Brand Equity Brand loyalty Calidad percibida Conocimiento de marca Lealtad de marca Marca Perceived quality |
Title | Evolución y caracterización de los modelos de Brand Equity |
URI | https://dx.doi.org/10.1016/S2215-910X(14)70038-2 |
Volume | 5 |
hasFullText | 1 |
inHoldings | 1 |
isFullTextHit | |
isPrint | |
link | http://utb.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwnV3NjtMwELZQ98IFgQCx_KxyAAkUpcSJU9sSF9gtWq1g99CtVHGJ7NhGlSCF0h52X4tH4MWYsd2kFRWCvSTt1HYaz-jz_HjGhDw3RkmlAf1yy2XGLLOZdI3LCpc7aUoFFgIaih_PR6dTdjarZr0r22eXrPSwud6bV3ITrgIN-IpZsv_B2W5QIMBn4C9cgcNw_ScejxFbmjkGu9-VbXqFdaZD9eVr1ZONTb8s4pk3cDe4IQDd5ePv6_lqJ6o7WX9V-HtrP2MeS58aslja5SKdzJVW_tglTPHxIfYTlUZPdAfvJ2usCHuBISYPtH6_Unqm5sttDwPtfYtd0ssY0M3_aep7ToYfhtMeqApQGwA081lYU_bQItJW2wJVbMEmDeXb4wpMw0E7f4B78DNMuqGxkhV7UUiO4c2YRLlbO9u3xaaU-UawVh8UXFZsQA7Oj2cXn3p3HPdBUjyKcDN8n-_1un_mS8pexeft12S2tJPLu-RONCuSt0FG7pFb9sd98ibKx6-fbXKV7MgGkoxNQB6SKBf41ctFEuTiAZm-H18en2bxtIysoWgmuVLlrDSgnouRUD786UD_KqSiSilKHcC3qgxYzIZbzqTWOddgnKuG8dIIWj4kg3bR2kckETlr-MjIqnGCiaoQygkrwfTMYQSr9SEZbt68_haKotTdbkGcqhqnCqzK2k9VXRwSsZmfOmp2QWOrgbd_7_r45l2fkNsozsFh9pQMVsu1fQYq5EofedfLURSC35AvaNw |
link.rule.ids | 315,786,790,870,4043,27954,27955,27956 |
linkProvider | Elsevier |
openUrl | ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info%3Asid%2Fsummon.serialssolutions.com&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Evoluci%C3%B3n+y+caracterizaci%C3%B3n+de+los+modelos+de+Brand+Equity&rft.jtitle=Suma+de+negocios&rft.au=Forero+Siabato%2C+Mar%C3%ADa+Fernanda&rft.au=Duque+Oliva%2C+Edison+Jair&rft.date=2014&rft.pub=Elsevier+Espa%C3%B1a%2C+S.L.U&rft.issn=2215-910X&rft.eissn=2215-910X&rft.volume=5&rft.issue=12&rft.spage=158&rft.epage=168&rft_id=info:doi/10.1016%2FS2215-910X%2814%2970038-2&rft.externalDocID=S2215910X14700382 |
thumbnail_l | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/lc.gif&issn=2215-910X&client=summon |
thumbnail_m | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/mc.gif&issn=2215-910X&client=summon |
thumbnail_s | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/sc.gif&issn=2215-910X&client=summon |