Descripción de valor de marca en empresas fabricantes de productos de PVC, desde la perspectiva de los ferreteros.
Herrera Bayona, Lina Vanessa
DegreeEspecialista en Investigación de los Mercados y del Consumo
Cendales Ayala, Boris
ProgramEspecialización en Investigación de los Mercados y del Consumo
Universidad El Bosque
MetadataShow full item record
The objective of the research was to describe the brand equity of companies that manufacture PVC products (Pavco, Gerfor, Durman, Tigre), from the perspective of the ironmongers. For the elaboration of the instrument, an extensive literature review on brand equity models from different perspectives was carried out. For the present study, the three-dimensional model of Yoo & Donthu (2001) was taken as a basis, based on the theoretical models of Aaker and Keller. The components evaluated are Loyalty, Perceived Quality and associations through a total of 14 items that must be answered on a Likert scale. It was found that the three components have a significant effect for the measurement of brand equity, evidencing that Pavco and Gerfor are the brands with a high perception, but without significant difference between them, on the contrary, Durman and Tigre are the brands with the lowest perception.
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