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Distribution Intensity Level as an Antecedent of Brand Equity of Food Products

 

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Opened Access Distribution Intensity Level as an Antecedent of Brand Equity of Food Products
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Author: Villarejo Ramos, Ángel Francisco
Sánchez Franco, Manuel Jesús
Rondán Cataluña, Francisco Javier
Department: Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2007
Published in: Biennial World Marketing Congress (13) (07.2007.Verona, Italia)
ISBN/ISSN: 0-939783-13-4
Document type: Presentation
Abstract: 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.
Size: 109.3Kb
Format: PDF

URI: http://hdl.handle.net/11441/39188

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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