Estudio de la configuración del "valor de marca" extremeña

Brand and small business are topics of great interest in business research. This paper joins these two subjects, adding the place of origin of the products as diferentiation factor. Regional brands are evaluated at the three typical dimensions of costumer-based brand equity and preferences of domest... Deskribapen osoa

Egile nagusia: Moral, A.
Beste egile batzuk: Bañegil, T.M., Galera, C.
Formatua: Artikulua
Hizkuntza: Gaztelania
Argitaratua: Universidad de Almería 2002
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Laburpena: Brand and small business are topics of great interest in business research. This paper joins these two subjects, adding the place of origin of the products as diferentiation factor. Regional brands are evaluated at the three typical dimensions of costumer-based brand equity and preferences of domestic products are examined (regional origin) compare as foreing. This work is carried out with seven categories of agroo-food products. Results show the different costumerbased brand equity of the regional product, apart from some characteristics of the fidelity profile that reflect a certain ethnocentric tendency of the regional consumer.