Modelo de valor de marca para medios de prensa escritos en un contexto regional
DOI:
https://doi.org/10.1016/j.estger.2015.01.001Keywords:
Escala de valor de marca, Modelos de ecuaciones estructurales, Prensa escritaAbstract
El objetivo de la presente investigación es proponer una escala de medida de valor de marca para medios de prensa escritos. Para esto se desarrolló un proceso de 3 etapas constituido por: la elaboración de una escala con validez de contenido; la aplicación de un pre test cuantitativo a la escala construida y, final-mente, la recolección de datos con la escala mejorada y el análisis de las propiedades psicométricas de esta. Para evaluar las propiedades psicométricas se realizó, principalmente, un análisis factorial confirmatorio al modelo de ecuaciones estructurales que representa dicha escala de medida. Las 6 dimensiones explicativas resultantes son: lealtad afectiva-comportamental, lealtad cognitiva, asociaciones de marca, calidad percibida, reconocimiento de marca y recordación de marca.
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