Exploración de la gestión de marca en las pequeñas empresas de servicios de México

  • Gonzalo Maldonado-Guzmán Profesor – Investigador, Departamento de Mercadotecnia, Centro de Ciencias Económicas y Administrativas, Universidad Autónoma de Aguascalientes, https://orcid.org/0000-0001-8814-6415
Palabras clave: marca, gestión de marca, servicios, pymes de servicios


La gestión de marca es uno de los temas de la literatura del marketing que está ganando cada vez más adeptos, ya que investigadores y académicos están orientando sus trabajos a demostrar que una adecuada gestión de marca permite a las empresas de servicios generar una marca fuerte; este es uno de los principales objetivos de las empresas de servicios. Así, a través de una muestra de 300 pymes de servicios y empleando el modelo de ecuaciones estructurales, el objetivo esencial de este trabajo fue analizar y discutir la gestión de marca en las pymes de servicios. Los resultados obtenidos indican que los valores, normas, símbolos y comportamientos son indicadores pertinentes para la medición de la gestión de marca de los servicios.


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Cómo citar
Maldonado-Guzmán, G. (2019). Exploración de la gestión de marca en las pequeñas empresas de servicios de México. Estudios Gerenciales, 35(152), 331-342. https://doi.org/10.18046/j.estger.2019.152.3176
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