MARCAS DE EXPERIENCIA: MARCANDO LA DIFERENCIA

Estela Fernández Sabiote; María Elena Delgado Ballester

doi:10.1016/S0123-5923(11)70181-4

Autores/as

Estela Fernández Sabiote Ayudante doctor, Facultad de Economía y Empresa, Universidad de Murcia, España
María Elena Delgado Ballester Profesora titular, Facultad de Economía y Empresa, Universidad de Murcia, España

DOI:

https://doi.org/10.1016/S0123-5923(11)70181-4

Palabras clave:

Experiencias, marca, capital de marca, identificación, boca-oreja.

Resumen

Actualmente, la utilización de la marca como estrategia de diferenciación de la oferta parece adoptar una dimensión experiencial no tenida en cuenta hasta el momento en la literatura académica. El objetivo del presente trabajo es demostrar el interés que tiene para una empresa poseer una marca experiencial. De este modo, sobre la base del trabajo de Brakus, Schmitt y Zarantonello (2009), se adapta la escala desarrollada por estos autores a un contexto de consumo y marcas españolas. Para ello se recogieron, a través de un cuestionario, 278 observaciones de quince marcas pertenecientes a once categorías de producto. Los resultados muestran efectos positivos de la experiencia de marca sobre el capital de marca, la comunicación boca-oreja y la identificación marca - consumidor.

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