El valor de la marca a partir de su relación con el consumidor

Abstract

Brand Equity from consumer involvement. This work supports the true brand equity resides in consumer, in the importance he gives to it, from the benefits the brand gives him. It is necessary to resort to the involvement construct in order to abtain a better manipulation of brand equity. Integrating different authors points o view (Laurent y Kapferer, 1985; Mittal y Lee, 1989; Garcia, et. al., 1996), a new involvement measure is proposed, wich allows to know the relationship brand-consumers in each moment. That measure can be employed by the managers like a thermometer to controlling the evolution of this relationship across the time and at different market sectors, in order to predict the consumer behavior and improve his loyalty.