Información del artículo
RESUMEN
Las extensiones de marca se han convertido en una de las estrategias más utilizadas por las empresas para el lanzamiento de nuevos productos. El éxito de las extensiones va a depender fundamentalmente de cómo son aceptadas por los consumidores, por ello, este trabajo propone un modelo que analiza cómo variables relacionadas con la marca madre, el producto extendido y la personalidad del consumidor influyen en la actitud que los consumidores desarrollan hacia la extensión. Para validar el modelo se ha realizado una encuesta a una muestra de 227 estudiantes y se ha utilizado la metodología de análisis de ecuaciones estructurales. Los resultados demuestran que el valor de marca ejerce una influencia directa sobre la lealtad de marca, factor que a su vez influye sobre la valoración de la nueva categoría. Asimismo, la coherencia de la extensión con la imagen de marca (ajuste en la imagen) y la similitud percibida entre el nuevo producto y los existentes (ajuste en la categoría) son dos de los aspectos más importantes a la hora de aceptar una extensión.
PALABRAS CLAVE:
Extensión de marca
Actitud hacia la extensión
Ajuste
Valor de marca
ABSTRACT
Brand extension strategies represent one of the most frequently used brand strategies for launching new products. The way consumers accept brand extensions is an important determinant of brand extensions success. Therefore, this study proposes an integrating model that analyses how variables related to the brand, the extension and the consumers' personality influence extension attitude. In order to validate this model data were collected from a sample of 227 undergraduate students and structural equation analysis was applied to test the causal relationships among the variables considered in the model. The results show that brand equity has a positive influence on brand loyalty, which in turns influences on brand extension attitude. Furthermore, coherence between extension and brand image (image fit) and the perceived similarity between the new product and the existing ones (category fit) are relevant to the acceptance of brand extensions.
KEYWORDS:
Brand extension
Extension attitude
Fit
Brand equity
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