Evolución y caracterización de los modelos de Brand Equity
The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Konrad Lorenz Fundación Universitaria
2014-12-01
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| Series: | Suma de Negocios |
| Subjects: | |
| Online Access: | http://www.elsevier.es/es-revista-suma-negocios-208-articulo-evolucion-caracterizacion-los-modelos-brand-S2215910X14700382 |
| _version_ | 1828922500379049984 |
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| author | María Fernanda Forero Siabato Edison Jair Duque Oliva |
| author_facet | María Fernanda Forero Siabato Edison Jair Duque Oliva |
| author_sort | María Fernanda Forero Siabato |
| collection | DOAJ |
| description | The Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines it as the value that consumers associate the brand with the dimensions of brand awareness, brand associations, brand loyalty and perceived quality. However, for Keller it is a differential effect of the brand awareness of the consumer in response to the acquisition of the same.
The aim of this paper is to show the importance of Brand Equity from the evolution of the definition of the term, to the authors who have contributed to the construction of the concept, and a conceptualization of models developed with these variables contemplated. |
| first_indexed | 2024-12-13T22:22:47Z |
| format | Article |
| id | doaj.art-c75a580175604ef7b85a7e1e44ea93bd |
| institution | Directory Open Access Journal |
| issn | 2215-910X 2215-910X |
| language | English |
| last_indexed | 2024-12-13T22:22:47Z |
| publishDate | 2014-12-01 |
| publisher | Konrad Lorenz Fundación Universitaria |
| record_format | Article |
| series | Suma de Negocios |
| spelling | doaj.art-c75a580175604ef7b85a7e1e44ea93bd2022-12-21T23:29:19ZengKonrad Lorenz Fundación UniversitariaSuma de Negocios2215-910X2215-910X2014-12-0151215816810.1016/S2215-910X(14)70038-2 Evolución y caracterización de los modelos de Brand EquityMaría Fernanda Forero SiabatoEdison Jair Duque OlivaThe Brand Equity has been popular since the early 1980's. Its importance being that the brand is an intangible asset of great importance within companies, due to the personality of the product, as well as a being a unique element, a differentiator and of great value to consumers. Aaker defines it as the value that consumers associate the brand with the dimensions of brand awareness, brand associations, brand loyalty and perceived quality. However, for Keller it is a differential effect of the brand awareness of the consumer in response to the acquisition of the same. The aim of this paper is to show the importance of Brand Equity from the evolution of the definition of the term, to the authors who have contributed to the construction of the concept, and a conceptualization of models developed with these variables contemplated.http://www.elsevier.es/es-revista-suma-negocios-208-articulo-evolucion-caracterizacion-los-modelos-brand-S2215910X14700382BrandBrand EquityBrand awarenessBrand loyaltyBrand associationsPerceived quality |
| spellingShingle | María Fernanda Forero Siabato Edison Jair Duque Oliva Evolución y caracterización de los modelos de Brand Equity Suma de Negocios Brand Brand Equity Brand awareness Brand loyalty Brand associations Perceived quality |
| title | Evolución y caracterización de los modelos de Brand Equity |
| title_full | Evolución y caracterización de los modelos de Brand Equity |
| title_fullStr | Evolución y caracterización de los modelos de Brand Equity |
| title_full_unstemmed | Evolución y caracterización de los modelos de Brand Equity |
| title_short | Evolución y caracterización de los modelos de Brand Equity |
| title_sort | evolucion y caracterizacion de los modelos de brand equity |
| topic | Brand Brand Equity Brand awareness Brand loyalty Brand associations Perceived quality |
| url | http://www.elsevier.es/es-revista-suma-negocios-208-articulo-evolucion-caracterizacion-los-modelos-brand-S2215910X14700382 |
| work_keys_str_mv | AT mariafernandaforerosiabato evolucionycaracterizaciondelosmodelosdebrandequity AT edisonjairduqueoliva evolucionycaracterizaciondelosmodelosdebrandequity |