Información del artículo
Resumen
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.
Palabras clave:
imagen de marca
extensión de marca
percepción del consumidor
Abstract
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.
Keywords:
brand image
brand extension
consumer perception
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