Ponencia
Distribution Intensity Level as an Antecedent of Brand Equity of Food Products
Autor/es | Villarejo Ramos, Ángel Francisco
Sánchez Franco, Manuel Jesús Rondán Cataluña, Francisco Javier |
Departamento | Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Fecha de publicación | 2007 |
Fecha de depósito | 2016-03-30 |
Publicado en |
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ISBN/ISSN | 0-939783-13-4 |
Resumen | This paper proposes and tests a structural model of the relationships between distribution intensity and dimensions of brand equity of a food product. To estimate parameters used Structural Equation Modeling (SEM). We ... This paper proposes and tests a structural model of the relationships between distribution intensity and dimensions of brand equity of a food product. To estimate parameters used Structural Equation Modeling (SEM). We seek empirical confirmation of impacts of distribution intensity on four dimensions of brand equity: perceived quality, brand loyalty, brand awareness, and brand image. The model is tested using a sample derived from consumers of natural juices. |
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