Exploração da gestão de marca em pequenas empresas de serviços no México
DOI:
https://doi.org/10.18046/j.estger.2019.152.3176Palavras-chave:
marca, gestão de marca, serviços, PMEs de serviços.Resumo
A gestão de marca é um dos tópicos da literatura de marketing que está conquistando cada vez mais seguidores, pois pesquisadores e acadêmicos estão direcionando seu trabalho para demonstrar que o gerenciamento adequado da marca permite que as empresas de serviços gerar uma marca forte. Este é um dos principais objetivos das empresas de serviços. Assim, através de uma amostra de 300 PMEs de serviços e utilizando o modelo de equações estruturais, o objetivo essencial deste trabalho foi analisar e discutir a gestão de marcas em PMEs de serviços. Os resultados obtidos indicam que os valores, padrões, símbolos e comportamentos são indicadores relevantes para a mensuração da gestão da marca dos serviços.
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