Notoriedad y credibilidad de marca como antecedentes de su apego

Palabras clave: Notoriedad, Credibilidad, Apego, Marca, Intención de compra

Resumen

Las marcas invierten mucho para promocionarse y generar credibilidad en sus consumidores para que estos sientan apego hacia ellas, ya que el apego influye en la intención de compra.   Este estudio pretende determinar si es suficiente la notoriedad de marca, o se necesita credibilidad para generar apego hacia las marcas.   Para esto se realizó una investigación causal con análisis factorial confirmatorio y un modelo con ecuaciones estructurales. Los resultados señalan que la notoriedad de marca influye en la formación del apego en muy pocos escenarios, mientras que la credibilidad tiene mayor influencia como antecedente del apego hacia la marca.

Biografía del autor/a

Cecilia Ugalde, Universidad del Azuay (Ecuador)

Doctora en marketing por la Universidad de Valencia, España; Máster en Publicidad y Relaciones Públicas por Marquette University en Milwaukee, Wisconsin. Docente e investigadora de la Universidad del Azuay. Líneas de investigación principales: competencia mediática, el uso de redes sociales, marca y comportamiento del consumidor.

Natalia Vila López, Universitat de València (España)

Catedrática de comercialización e investigación de mercados, cuenta con 3 sexenios de investigación (1997-2002; 2003-2008 y 2009-3014) reconocidos oficialmente por el Ministerio de Educación español avalados por más de 100 artículos (en su mayoría internacionales) y 4 quinquenios docentes (2003-2005-2010-2015) concedidos por la Univresidad de Valencia, obtenidos con docencia regular en grado, postgrado y doctorado. Sus temas de interés son aquellos relacionados con la estrategia de marketing, el posicionamiento de marca, el packaging de productos e internacionalización de la estrategia entre otros.

Inés Küster Boluda, Universitat de València (España)

Catedrática de marketing en la Universidad de Valencia, docente e investigadora en dicha universidad. Diversos puestos académicos (p.e. directora del programa de doctorado en marketing de la UV o co-directora del MBA Junior EDEM). Autora de libros, capítulos de libro, artículos y ponencias en las líneas de investigación: marketing estratégico, ventas, marketing y educación, turismo, entre otros.

Elísabet Mora, Universitat de València (España)

Investigadora en formación pre-doctoral del programa VALi+d de la Generalitat Valenciana, ACIF/2015. Líneas de investigación principales: marketing con causa, marketing viral, creatividad y emociones.

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Publicado
2019-02-27
Cómo citar
UgaldeC., Vila LópezN., Küster BoludaI., & MoraE. (2019). Notoriedad y credibilidad de marca como antecedentes de su apego. Obra Digital, (16), 63-76. https://doi.org/10.25029/od.2019.209.16