La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

  • Osiris María Echeverría-Ríos Profesor Investigador, Licenciatura en Comercio Internacional y Aduanas, Universidad Politécnica Metropolitana de Hidalgo, Tolcayuca, México. https://orcid.org/0000-0002-3390-2559
  • José Melchor Medina-Quintero Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Ciudad Victoria, México. https://orcid.org/0000-0003-3466-7113
  • Demian Abrego-Almazán Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Ciudad Victoria, México. https://orcid.org/0000-0003-0147-8834
Palabras clave: autenticidad, imagen, marca, cerveza

Resumen

La autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación.

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Publicado
2021-05-25
Cómo citar
Echeverría-Ríos, O. M., Medina-Quintero, J. M., & Abrego-Almazán, D. (2021). La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México. Estudios Gerenciales, 37(160), 364-374. https://doi.org/10.18046/j.estger.2021.160.3966
Sección
Artículo de investigación