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- W1522474955 abstract "Se pretenden ofrecer evidencias sobre la influencia que tiene una marca sobre un producto en una eleccion de compra. Se retoman perspectivas en las que el valor de marca y el involucramiento del consumidor son interpretados como constructos multivariables. Se pretende buscar la relacion entre los componentes del valor de marca con los componentes del involucramiento. Para la medicion del involucramiento se utiliza un instrumento basado en un modelo de seis componentes. Para el valor percibido de la marca se utiliza un instrumento basado en un modelo de siete componentes. Se aplicaron a una muestra de 1029 consumidores a quienes se les solicito evaluar uno de entre siete productos que hubieran adquirido recientemente. Se encontro que los componentes del valor de marca en conjunto si tienen una determinacion importante sobre los componentes del involucramiento. Sobresale la relacion directa de la marca con el interes y el placer asociados al producto. ABSTRACT The focus is to provide evidence of brand influence over a product in a purchase choice. Perspectives are taken where brand equity and consumer involvement are interpreted as multivariate constructs. The aim is to find the relationship between the components ofbrand equity and the components of involvement. To measure the involvement, a tool is used based on a model of six components. For the perceived brand equity, a tool is used based on a model of seven components. A sample of 1,029 consumers was applied by which they were asked to evaluate one of seven products that were recently acquired. It was found that the components of brand equity as a whole do have an important decision over the components of involvement. It stands out the direct relationship between the brand with the interest and pleasure associated with the product." @default.
- W1522474955 created "2016-06-24" @default.
- W1522474955 creator A5003256780 @default.
- W1522474955 date "2010-01-01" @default.
- W1522474955 modified "2023-10-03" @default.
- W1522474955 title "LA INFLUENCIA DE LOS COMPONENTES DEL VALOR PERCIBIDO DE LA MARCA EN LOS COMPONENTES DEL PERFIL DE INVOLUCRAMIENTO DEL CONSUMIDOR" @default.
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