Work

Propuesta de una metodología: medición de la imagen de marca. Un estudio exploratorio

Year: 2004

Type: article

Abstract: The brand image is a very valuable asset for companies, and with the aim of managing it in an effective way, it is necessary to have the most appropriate measurement methods. Because of the problems of present scales, we show a new methodology of brand image measurement in this work, and we propose a scale which has three key dimensions: functional image, affective image and reputation. By means of an exploratory study, applied to car market, the proposed scale is verified and it is showed that the fit is higher than considering brand image like an one-dimension construct. On the other hand, the statistical results of the research are finished with graphic analysis.

Source: ESIC MARKET Economic and Business Journal

Authors: Eva Martínez Salinas, Teresa Montaner Gutiérrez, José Miguel Pina Pérez

Institution: Universidad de Zaragoza

Language: Spanish

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W75585402

FWCI:

Cites: 34

Cited by: 13

Related to: 10