Article information
RESUMEN
El presente trabajo trata de cuantificar el valor de marca y el posicionamiento de las entidades financieras en dos mercados diferentes: consumidores finales y microempresas. Así mismo, se busca identificar las dimensiones de imagen de mayor peso a la hora de elegir a una entidad como la de mejor valoración global. A través del modelo de elección discreta y del análisis del efecto halo, se comprueba la importancia del trato personal al cliente como la variable de mayor peso en la elección de marca. Además, se observa la mayor intensidad del efecto halo para las cajas de ahorros en el caso de los consumidores particulares. Sin embargo, en el segmento de microempresas, el valor de marca es superior para los bancos.
PALABRAS CLAVE:
Valor de marca
Sector financiero
Efecto halo
Modelo de elección discreta
ABSTRACT
This work aims to quantify brand equity and positioning of financial services institutions, banks and saving banks, both in consumers’ and industrial’ markets. Likewise, there is an attempt to identify the most relevant image dimensions when choosing an institution as the one with the highest overall evaluation. Using a discrete choice model and the analysis of the halo effect we verify the importance of personnel treatment in this markets. Results suggest the higher intensity of halo effect for saving banks in consumers’ markets while in industrial’ ones brand value is higher for banks.
KEYWORDS:
Brand value
Financial services market
Halo effect
Discret choice model
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