El valor de marca: Perspectivas de análisis y criterios de estimación

Cuadernos de Gestion

Volumn 1, Issue 2, 2001, Pages 87-102

  Lanza, Ana Belén Del Río ^a   Casielles, Rodolfo Vázquez ^a   Argüelles, Víctor Iglesias ^a  

^a UNIVERSITY OF OVIEDO   (Spain)

Author keywords

Brand equity; Brand image; Brand name functions; Competitive advantages

Indexed keywords

EID: 84992952158     PISSN: 11316837     EISSN: 19882157     Source Type: Journal    
DOI: None     Document Type: Article

References (48)

1. AAKER, D. (1991): Are brand equity investments really worthwhile?; ADMAP; septiembre; pp. 14-17.
2. AAKER, D. (1996): Building strong brands; Free Press, Nueva York.
3. AGARWAL, M.K. y RAO, V.R. (1996): An empirical comparison of consumer-based measures of brand equity; Marketing Letters; vol. 7, no 3; pp. 237-247.
4. AMBLER, T. (1996): Measuring marketing performance; PAN'AGRA Working Paper, London Business School; no 904.
5. AMBLER, T. y STYLES, C. (1995): Brand equity: Towards measures that matter; PAN'AGRA Working Paper, London Business School; no 902.
6. AMBLER, T. (1995): Brand equity as a relational concept; The Journal of Brand Management; vol. 2, no 6; pp. 386-397.
7. AMBLER, T. (1997): How much of brand equity is explained by trust?; Management Decision; vol. 35, no 4; pp. 283-292.
8. ANDREASSEN, T.W. (1994): Satisfaction, loyalty and reputation as indicators of customer orientation in the public sector; International Journal of Public Sector Management; vol. 7, no 2; pp. 16-34.
9. BARWISE, P. (1993): Brand equity: Snark or boojum?; International Journal of Research in Marketing; vol. 10; pp. 93-104.
10. BARWISE, P.; HIGSON, C.; LIKIERMAN, A. y MARSH, P. (1990): Brands as separable assets; Business Strategy Review; verano; pp. 43-59.
11. BASSAT, L (1999): El libro rojo de las marcas: Cómo construir marcas de éxito; Espasa, Madrid.
12. BHAT, S. y REDDY, S.K. (1998): Symbolic and functional positioning of brands; Journal of Consumer Marketing; vol. 15, no 1; pp. 32-43.
13. BLACKETT, T. (1989): The role of brand valuation in marketing strategy; Marketing and Research Today; vol. 17; pp. 245-248.
14. CHAY, R.F. (1991): How marketing researchers can harness the power of brand equity; Marketing Research; 9, junio; pp. 30-37.
15. CZELLAR, S. (1997): Capital de marque: Concepts, construits et mesures; Cahier de recherche, 97/16, Section des Hautes Etudes Commerciales, Université de Genève.
16. DUBOIS, B. y DUQUESNE, P. (1995): Un concept essentiel pour comprendre la valeur des marques: La force de conviction; Revue Française du Marketing; no 152; pp. 23-34.
17. ERDEM, T. y SWAIT (1998): Brand equity as a signalling phenomenon; Journal of Consumer Psychology; vol. 7, no 2; pp. 131-157.
18. FARQUHAR, P.H. (1989): Managing brand equity; Marketing Research; septiembre; pp. 24-33.
19. FELDWICK, P. (1996): Do we really need 'brand equity?; Journal of Brand Management; vol. 4, no 1; pp. 9-29.
20. FRIEDRICH, J. J. y MARION, A. (1991): La marque, un actif strategique a valoriser; Papier de recherche; no 16, Communiction aux Journées des I.A.E. de Clermont-Ferrand.
21. HOGG, M.K.; BRUCE, M. y HILL, A.J. (1998): Fashion brand preferences among young consumers; International Journal of Retail and Distribution Management; vol. 26, no 8; pp. 293-300.
22. HUTTON, J.G. (1997): A study of brand equity in an organizational-buying context; Journal of Product & Brand Management; vol. 6, no 6; pp. 428-439.
23. IRMSCHER, M. (1993): Modelling the brand equity concept; Marketing and Research Today; mayo; pp. 102-110.
24. ITAMI, H. y ROEHl. T.W (1987): Mobilizing invisible assets; Harvard University Press, Cambridge, M.A (capítulo II: Invisible assets).
25. JACOBY, J. y OLSOM, J.C. (1985): Perceived quality: How consumers view stores and merchandise; Lexington Books.
26. KAMAKURA, W.A. y RUSSELL, G.J. (1993): Measuring brand value with scanner data; International Journal of Research in Marketing; vol. 10; pp. 9-22.
27. KELLER, K.L. (1993): Conceptualizing, measuring, and managing customer-based brand equity; Journal of Markenting; vol. 57; pp. 1-22.
28. KELLER, K.L. (1998): Strategic brand management. Building, measuring and managing brand equity; Prentice Hall, New Jersey.
29. KERIN, A.R. y SETHURAMAN, R. (1998): Exploring the brand value-shareholder value nexus for consumer goods companies; Journal of the Academy of Marketing Science; vol. 26, no 4; pp. 260-273.
30. LAMBIN, J.J. (1991): La marca y el comportamiento de elección del comprador; en Kapferer y Thoenig, La marca: motor de la competitividad de las empresas y del crecimiento de la economía, Mcgraw-Hill, Madrid, pp. 69-94.
31. LASSAR, W; MITTAL, B, y SHARMA, A. (1995): Measuring customer-based brand equity; Journal of Consumer Marketing; vol. 12, noviembre; pp. 11-19.
32. LEUTHESSER, L; KOHLI, CH. y HARICH, K. (1995): Brand equity: The halo effect measure; European Journal of Marketing; vol. 29, noviembre; pp. 57-66.
33. LIGHT, L. (1990): Point of view: Advertising and the law of dominance; Journal Advertising Research.; agosto-septiembre; pp. 49-52.
34. LONG, M.M. y SCHIFFMAN, L.G. (2000): Consumption values and relationships: segmenting the market for frequency programs; Journal of Consumer Marketing; vol. 17, no 3; pp. 214-232.
35. LUSCH, R.F. y HARVEY, M.P. (1994): The case for an off-balance-sheet controller; Sloan Management Review.; no 2; pp. 101-105.
36. MARTIN, G.S. y BROWN, T.J. (1990): In search of brand equity: The conceptualization and measurement of the brand impression construct; Marketing Theory and Applications; vol. 2; pp. 431-438.
37. MITTAL, B. y LEE, M. (1989): A causal model of consumer involvement; Journal of Economic Psychology; vol. 10; pp. 363-389.
38. NOMEN, E. (1996): Activos intangibles y política de empresa; Harvard Deusto Business Review pp. 21-26.
39. SELNES, F. (1993): An Examination of the effect of product performance on brand reputation, satisfaction and loyalty; European Journal of Marketing; vol. 27, no 9; pp. 19-35.
40. SHETH, J.N.; NEWMAN, B.I. y GROSS, B.L. (1991): Why we buy what we buy: A theory of consumption values; Journal of Business Research; vol. 22; pp. 159-170.
41. SIMON, C.J. y SULLIVAN, M.W. (1993): The measurement and determinants of brand equity: A financial approach; Marketing Science; vol. 12, noviembre; pp. 28-52.
42. SMITH, J.W. (1991): Thinking about brand equity and the analysis of customer transactions; ARF Advertising and Promotion Workshop, febrero, 5-6 pp. 35-54.
43. SOLOMON, M.R. (1999): The value of status and the status of value en HOLBROOK, M.B. (ed.) Consumer value: A framework for analysis and research; pp. 63-84; Routledge, London.
44. SRIVASTAVA, R.K. y SHOCKER, A.D.A (1991): Brand equity: A perspective on its meaning and measurement; Marketing Science Institute, Report no 91-124, Cambridge, Massachussets; octubre; pp. 91-124.
45. STOBART, P. (1989): Alternative methods of brand valuation; en Murphy, J. (ed), Brand Valuation: Establishing a Tru and Fair View, Londres: The Interbrand Group. pp. 23-31.
46. TAUBER, E.M. (1988): Brand leverage: Strategy for growth in a cost-control world; Journal of Advertising Research; agosto-septiembre; pp. 26-30.
47. VARELA, J.; RIAL, A. y BRAñA, T. (1997): éxito y fracaso de las extensiones de marca; 78o. Seminario AEDEMO-AEA; Palma de Mallorca; pp. 33-66.
48. YOO, B., DONTHU, N. y LEE, S. (2000): An examination of selected marketing mix elements and Brand equity; Journal of Academy of Marketing Science; vol. 28, no 2; pp. 195-211.