Modelo de valor de marca para medios de prensa escritos en un contexto regional

The aim of the present study is to propose a scale that enables brand equity for print media outlets to be measured. For this, a three-step process was developed, consisting of: the development of a scale with validity of content; the application of a pre-quantitative test to the scale constructed and, finally, the data collection with the improved scale, and the analysis of the psychometric properties of this scale. The assessment of the psychometric properties included a confirmatory factor analysis of the structural equation modeling that represents the measurement scale. The six resulting explanatory dimensions are: affective-behavioral loyalty, cognitive loyalty, brand associations, perceived quality, brand recognition and brand recall.

• Autores: Candia Campano, Claudio; Aguirre González, Medardo
• Tipo de recurso: Article of investigation
• Fecha de publicación: 2015
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: spa
• OAI Identifier: oai:repository.icesi.edu.co:10906/77803
• Acceso en línea: http://hdl.handle.net/10906/77803; http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1999; http://biblioteca2.icesi.edu.co/cgi-olib/?infile=details.glu&loid=274468; https://doi.org/10.1016/j.estger.2015.01.001
• Palabra clave: Marca; Producción intelectual registrada - Universidad Icesi; Prensa; Modelos de ecuaciones estructurales; Brand equity scale; Structural equation modeling; Print media
• Rights: openAccess
• License: https://creativecommons.org/licenses/by-nc-nd/4.0/