Influencia de la estrategia de extensión de marca en la imagen de marcas globales: un análisis aplicado a los mercados inglés y español
Influence of brand extension strategy on global brand image: an analysis applied to U.K. and Spanish markets
** Catedrática de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 762713. Fax Int Code +34 976 761767
*** Profesor Ayudante de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 761000. Fax Int Code +34 976 761000
**** Professor of Brand Marketing Birmingham Business School. The University of Birmingham. University House. Edgbaston. Birmingham B15 2TT. Reino Unido. Tel: Int code + 44-121-414-2299. Fax: Int code + 44-121-414-7791
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An integrative model to explain purchasing intention" ] ] "contieneResumen" => array:2 [ "es" => true "en" => true ] "contienePdf" => array:1 [ "es" => true ] "autores" => array:1 [ 0 => array:2 [ "autoresLista" => "Silvia Sanz Blas, Carla Ruiz Mafé, Joaquín Aldás Manzano" "autores" => array:3 [ 0 => array:2 [ "nombre" => "Silvia" "apellidos" => "Sanz Blas" ] 1 => array:2 [ "nombre" => "Carla" "apellidos" => "Ruiz Mafé" ] 2 => array:2 [ "nombre" => "Joaquín" "apellidos" => "Aldás Manzano" ] ] ] ] ] "idiomaDefecto" => "es" "EPUB" => "https://multimedia.elsevier.es/PublicationsMultimediaV1/item/epub/S113857580870063X?idApp=UINPBA00004N" "url" => "/11385758/0000001100000036/v1_201305081308/S113857580870063X/v1_201305081308/es/main.assets" ] "en" => array:15 [ "idiomaDefecto" => true "titulo" => "Influencia de la estrategia de extensión de marca en la imagen de marcas globales: un análisis aplicado a los mercados inglés y español" "tieneTextoCompleto" => 0 "paginas" => array:1 [ 0 => array:2 [ "paginaInicial" => "77" "paginaFinal" => "111" ] ] "autores" => array:1 [ 0 => array:3 [ "autoresLista" => "Eva Martínez Salinas, José Miguel Pina Pérez, Leslie de Chernatony" "autores" => array:3 [ 0 => array:4 [ "nombre" => "Eva" "apellidos" => "Martínez Salinas" "email" => array:1 [ 0 => "emartine@unizar.es" ] "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">**</span>" "identificador" => "aff0005" ] ] ] 1 => array:4 [ "nombre" => "José Miguel" "apellidos" => "Pina Pérez" "email" => array:1 [ 0 => "jmpina@unizar.es" ] "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">***</span>" "identificador" => "aff0010" ] ] ] 2 => array:4 [ "nombre" => "Leslie" "apellidos" => "de Chernatony" "email" => array:1 [ 0 => "L.Dechernatony@bham.ac.uk" ] "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">****</span>" "identificador" => "aff0015" ] ] ] ] "afiliaciones" => array:3 [ 0 => array:3 [ "entidad" => "Catedrática de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 762713. Fax Int Code +34 976 761767" "etiqueta" => "<span class="elsevierStyleSup">**</span>" "identificador" => "aff0005" ] 1 => array:3 [ "entidad" => "Profesor Ayudante de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 761000. Fax Int Code +34 976 761000" "etiqueta" => "<span class="elsevierStyleSup">***</span>" "identificador" => "aff0010" ] 2 => array:3 [ "entidad" => "Professor of Brand Marketing Birmingham Business School. The University of Birmingham. University House. Edgbaston. Birmingham B15 2TT. Reino Unido. Tel: Int code + 44-121-414-2299. Fax: Int code + 44-121-414-7791" "etiqueta" => "****" "identificador" => "aff0015" ] ] ] ] "titulosAlternativos" => array:1 [ "es" => array:1 [ "titulo" => "Influence of brand extension strategy on global brand image: an analysis applied to U.K. and Spanish markets" ] ] "pdfFichero" => "main.pdf" "tienePdf" => true "fechaRecibido" => "2006-05-18" "fechaAceptado" => "2007-10-16" "PalabrasClave" => array:2 [ "es" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Palabras clave" "identificador" => "xpalclavsec130685" "palabras" => array:3 [ 0 => "imagen de marca" 1 => "extensión de marca" 2 => "percepción del consumidor" ] ] ] "en" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Keywords" "identificador" => "xpalclavsec130686" "palabras" => array:3 [ 0 => "brand image" 1 => "brand extension" 2 => "consumer perception" ] ] ] ] "tieneResumen" => true "resumen" => array:2 [ "es" => array:2 [ "titulo" => "Resumen" "resumen" => "<p id="spar0005" class="elsevierStyleSimplePara elsevierViewall">La estrategia de extensión de marca es muy utilizada por las empresas multinacionales para lanzar nuevos productos al mercado. No obstante, esta estrategia puede afectar negativamente a la imagen de marca. Por ello, el objetivo de este artículo es proponer y contrastar un modelo que analiza el efecto que tiene la estrategia de extensión de marca en la imagen de marca, considerando las variables más relevantes de la literatura. Este modelo se aplica a los datos obtenidos en dos mercados —inglés y español—, utilizando marcas globales reales y extensiones hipotéticas. Los resultados obtenidos pueden servir a los responsables de marketing para tomar decisiones relacionadas con la extensión de sus marcas. Además, se demuestra que los consumidores se comportan del mismo modo ante las extensiones de marcas globales en los dos mercados considerados, lo que facilita la utilización de dicha estrategia a nivel internacional.</p>" ] "en" => array:2 [ "titulo" => "Abstract" "resumen" => "<p id="spar0010" class="elsevierStyleSimplePara elsevierViewall">Brand extension strategy is often employed by multinational companies in order to launch new products to the market. Nevertheless, this strategy is able to negatively affect the brand image. For this reason, the article aims to propose and contrast a model analysing the effect of brand extension strategy on brand image and including the main variables in literature. This model is applied to the data obtained from the —English and Spanish— markets, by using global real brands and hypothetical extensions. The obtained results can help marketing managers to take decisions on the extension of their brands. Moreover, it is demonstrated that consumer's behaviour is the same according to global brand extensions in both of the considered markets. This makes easier the use of brand extension strategy in an international context.</p>" ] ] "NotaPie" => array:1 [ 0 => array:2 [ "etiqueta" => "*" "nota" => "<p class="elsevierStyleNotepara">Los autores agradecen la ayuda financiera del proyecto CICYT del Ministerio de Educación y Ciencia (Ref. SEJ2005-02315), y de los proyectos GENERES (Ref. S-09) y PM 0262/2006 del Gobierno de Aragón.</p>" ] ] "bibliografia" => array:2 [ "titulo" => "Referencias bibliográficas" "seccion" => array:1 [ 0 => array:2 [ "identificador" => "bibs0005" "bibliografiaReferencia" => array:125 [ 0 => array:3 [ "identificador" => "bib1" "etiqueta" => "Aaker, 1990" "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Brand Extensions: “The Good, the Bad, the Ugly”" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ …1] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Sloan Management Review" "fecha" => "1990" "volumen" => "Vol. 31" "paginaInicial" => "47" "paginaFinal" => "56" ] ] ] ] ] ] 1 => array:3 [ "identificador" => "bib2" "etiqueta" => "Aaker, 1991" "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Managing Brand Equity. 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| Year/Month | Html | Total | |
|---|---|---|---|
| 2024 November | 4 | 3 | 7 |
| 2024 October | 30 | 11 | 41 |
| 2024 September | 13 | 5 | 18 |
| 2024 August | 9 | 10 | 19 |
| 2024 July | 12 | 6 | 18 |
| 2024 June | 12 | 4 | 16 |
| 2024 May | 11 | 3 | 14 |
| 2024 April | 11 | 5 | 16 |
| 2024 March | 23 | 11 | 34 |
| 2024 February | 12 | 10 | 22 |
| 2024 January | 37 | 8 | 45 |
| 2023 December | 15 | 18 | 33 |
| 2023 November | 43 | 11 | 54 |
| 2023 October | 32 | 13 | 45 |
| 2023 September | 24 | 7 | 31 |
| 2023 August | 28 | 12 | 40 |
| 2023 July | 10 | 12 | 22 |
| 2023 June | 26 | 8 | 34 |
| 2023 May | 7 | 12 | 19 |
| 2023 April | 8 | 3 | 11 |
| 2023 March | 12 | 4 | 16 |
| 2023 February | 14 | 5 | 19 |
| 2023 January | 9 | 6 | 15 |
| 2022 December | 17 | 4 | 21 |
| 2022 November | 15 | 8 | 23 |
| 2022 October | 10 | 7 | 17 |
| 2022 September | 9 | 14 | 23 |
| 2022 August | 9 | 15 | 24 |
| 2022 July | 17 | 14 | 31 |
| 2022 June | 15 | 8 | 23 |
| 2022 May | 15 | 8 | 23 |
| 2022 April | 16 | 8 | 24 |
| 2022 March | 18 | 16 | 34 |
| 2022 February | 36 | 9 | 45 |
| 2022 January | 13 | 16 | 29 |
| 2021 December | 16 | 28 | 44 |
| 2021 November | 17 | 22 | 39 |
| 2021 October | 23 | 21 | 44 |
| 2021 September | 19 | 17 | 36 |
| 2021 August | 14 | 12 | 26 |
| 2021 July | 21 | 12 | 33 |
| 2021 June | 17 | 7 | 24 |
| 2021 May | 13 | 10 | 23 |
| 2021 April | 18 | 34 | 52 |
| 2021 March | 23 | 5 | 28 |
| 2021 February | 20 | 7 | 27 |
| 2021 January | 14 | 8 | 22 |
| 2020 December | 26 | 6 | 32 |
| 2020 November | 16 | 6 | 22 |
| 2020 October | 15 | 10 | 25 |
| 2020 September | 17 | 6 | 23 |
| 2020 August | 12 | 9 | 21 |
| 2020 July | 14 | 12 | 26 |
| 2020 June | 19 | 6 | 25 |
| 2020 May | 9 | 4 | 13 |
| 2020 April | 19 | 1 | 20 |
| 2020 March | 20 | 5 | 25 |
| 2020 February | 11 | 4 | 15 |
| 2020 January | 11 | 2 | 13 |
| 2019 December | 11 | 8 | 19 |
| 2019 November | 6 | 1 | 7 |
| 2019 October | 9 | 1 | 10 |
| 2019 September | 8 | 3 | 11 |
| 2019 August | 10 | 4 | 14 |
| 2019 July | 18 | 7 | 25 |
| 2019 June | 25 | 28 | 53 |
| 2019 May | 89 | 52 | 141 |
| 2019 April | 39 | 19 | 58 |
| 2019 March | 14 | 4 | 18 |
| 2019 February | 5 | 12 | 17 |
| 2019 January | 8 | 10 | 18 |
| 2018 December | 9 | 5 | 14 |
| 2018 November | 14 | 7 | 21 |
| 2018 October | 13 | 7 | 20 |
| 2018 September | 33 | 9 | 42 |
| 2018 August | 3 | 12 | 15 |
| 2018 July | 3 | 3 | 6 |
| 2018 June | 12 | 5 | 17 |
| 2018 May | 6 | 9 | 15 |
| 2018 April | 6 | 9 | 15 |
| 2018 March | 3 | 1 | 4 |
| 2018 February | 5 | 1 | 6 |
| 2018 January | 1 | 0 | 1 |
| 2017 December | 3 | 0 | 3 |
| 2017 November | 8 | 1 | 9 |
| 2017 October | 15 | 7 | 22 |
| 2017 September | 3 | 5 | 8 |
| 2017 August | 7 | 1 | 8 |
| 2017 July | 11 | 2 | 13 |
| 2017 June | 7 | 14 | 21 |
| 2017 May | 9 | 3 | 12 |
| 2017 April | 4 | 8 | 12 |
| 2017 March | 9 | 13 | 22 |
| 2017 February | 9 | 2 | 11 |
| 2017 January | 16 | 5 | 21 |
| 2016 December | 20 | 5 | 25 |
| 2016 November | 12 | 1 | 13 |
| 2016 October | 23 | 7 | 30 |
| 2016 September | 15 | 5 | 20 |
| 2016 August | 24 | 3 | 27 |
| 2016 July | 16 | 0 | 16 |
| 2016 June | 16 | 3 | 19 |
| 2016 May | 13 | 6 | 19 |
| 2016 April | 10 | 25 | 35 |
| 2016 March | 18 | 4 | 22 |
| 2016 February | 10 | 6 | 16 |
| 2016 January | 13 | 6 | 19 |
| 2015 December | 14 | 6 | 20 |
| 2015 November | 12 | 1 | 13 |
| 2015 October | 12 | 8 | 20 |
| 2015 September | 12 | 6 | 18 |
| 2015 August | 12 | 5 | 17 |
| 2015 July | 5 | 2 | 7 |
| 2015 June | 7 | 0 | 7 |
| 2015 May | 8 | 1 | 9 |
| 2015 April | 8 | 9 | 17 |
| 2015 March | 13 | 7 | 20 |
| 2015 February | 21 | 7 | 28 |
| 2015 January | 23 | 0 | 23 |
| 2014 December | 28 | 4 | 32 |
| 2014 November | 16 | 2 | 18 |
| 2014 October | 24 | 4 | 28 |
| 2014 September | 24 | 3 | 27 |
| 2014 August | 17 | 1 | 18 |
| 2014 July | 30 | 3 | 33 |
| 2014 June | 22 | 2 | 24 |
| 2014 May | 25 | 1 | 26 |
| 2014 April | 15 | 5 | 20 |
| 2014 March | 86 | 28 | 114 |
| 2014 February | 67 | 11 | 78 |
| 2014 January | 82 | 15 | 97 |
| 2013 December | 78 | 16 | 94 |
| 2013 November | 97 | 15 | 112 |
| 2013 October | 105 | 25 | 130 |
| 2013 September | 89 | 27 | 116 |
| 2013 August | 71 | 26 | 97 |
| 2013 July | 68 | 20 | 88 |
| 2013 June | 77 | 41 | 118 |
| 2013 May | 76 | 25 | 101 |
| 2013 April | 90 | 27 | 117 |
| 2013 March | 86 | 21 | 107 |
| 2013 February | 55 | 17 | 72 |
| 2013 January | 47 | 14 | 61 |
| 2012 December | 36 | 7 | 43 |
| 2012 November | 29 | 11 | 40 |
| 2012 October | 16 | 4 | 20 |
| 2012 September | 15 | 2 | 17 |
| 2012 January | 82 | 0 | 82 |
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