Antecedentes y consecuencias de la formación del valor percibido a partir de la gestión de la imagen de marca y de la tienda
DOI:
https://doi.org/10.5007/2175-8077.2024.e98221Palabras clave:
Valor percibido, Imagen de la tienda, Marcas de conciencia, Confianza en la marca, Valor de la marcaResumen
Metodología/Enfoque: Enfoque cuantitativo con una muestra de 610 participantes obtenida mediante encuesta. El análisis de los datos se realizó mediante ecuaciones estructurales, probando las siete hipótesis del modelo hipotético.
Originalidad/Relevancia: Las búsquedas en la base de datos Web of Science y Google Scholar no encontraron modelos compuestos por los constructos imagen de la tienda, conocimiento de la marca, confianza en la marca, valor de la marca y valor percibido juntos y que formen concomitantemente una cadena nomológica que influya en la intención de compra de los consumidores.
Resultados principales: La imagen de la tienda y el conocimiento de la marca impactan positivamente el valor y la confianza de la marca, lo que influye positivamente en el valor percibido por el consumidor. Este último factor influye positivamente en el comportamiento de intención de compra de los consumidores.
Contribuciones Teóricas/Metodológicas: Desarrollo de un modelo que presenta relaciones entre constructos, conformando un modelo sin precedentes. Identificación de los antecedentes que más influyen en la formación del valor percibido a partir de la gestión de marca y la imagen de la tienda.
Contribuciones sociales/Contribución a la gestión: Capacidad de gestión de los profesionales del marketing en relación con los componentes del modelo que están bajo su control, haciendo más factible una gestión realizada adecuadamente. Así, los resultados en términos de valor percibido e intención de compra del producto son consecuencias “naturales”, generando resultados positivos para la empresa.
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