LA FORTALEZA DE MARCA EN LOS CORPORATIVOS DEL SECTOR ALIMENTICIO EN MÉXICO

Gloria Yaneth Zápari Romero, Jorge Pelayo Maciel

Resumen


La presente investigación tiene como propósito desarrollar una propuesta de medición aplicable al contexto mexicano que mida la percepción de la fortaleza de marca de los corporativos de la industria de alimentos que cotizan en la Bolsa Mexicana de Valores, para lo cual se aplicó un análisis factorial confirmatorio, con la meta de definir las variables latentes existentes en la fortaleza de marca de dichas empresas. De los resultados obtenidos se tiene que al identificar las necesidades de los consumidores se podrá elevar la calidad de los productos; al desarrollar una estrategia que represente una genuina preocupación por el consumidor fomentará el posicionamiento de la marca; y que además si el consumidor recuerda y distingue rápidamente la marca provocará que aumente el conocimiento de la marca.


Palabras clave


Valor de marca; Industria alimenticia; fortaleza de marca

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