Marcas de lujo: Notoriedad e imagen y su influencia en la lealtad y el engagement
DOI:
https://doi.org/10.19094/contextus.2021.71415Palabras clave:
marcas de lujo;, notoriedad de marca;, imagen de marca;, lealtad a la marca;, compromiso.Resumen
Este trabajo se basa en el concepto de Brand Equity en el sector del lujo. Analiza las relaciones entre Notoriedad, Imagen y Loyaty, incluyendo Engagement en su relación con las variables comentadas. Un modelo teórico fue especificado y probado por Análisis Factorial Confirmatorio. Las hipótesis se han probado mediante un modelo de ecuaciones estructurales. Cada hipótesis ha resultado ser significativa. El modelo se ajustaba bien a los datos. Las conclusiones obtenidas del análisis de los datos nos permiten describir los efectos que se producen entre las variables, siendo importantes para su gestión para que los directivos de las empresas de lujo puedan incrementar el valor de sus marcas.
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