Análisis del valor de marca: Influencia de las fuentes de información en el comportamiento del consumidor de bebidas alcohólicas, caso de estudio marca "Zhumir" Cuenca – 2018

Abstract

The present investigation analyzes the influence of the sources of information, in brand valuation of «Zhumir», to determine the effect that these exert on the dimensions of brand value. In addition; to know which of the dimensions generates an added value facing the competition. This analysis was carried out from the perspective of the consumer, the same that is found in the segment of young adults residents in the urban sector of the city of Cuenca. The analyzes were achieved through the elaboration of a structural model. For which the information was collected by means of constructs, proceeding to the validation of the same ones by means of an analysis of reliability and dimensionality obtaining adequate results. In view of what was done, it was possible to know in a comparative analysis that brand valuation and brand preference is given in a greater extent by the influence that comes from the reference group made up of friends and acquaintances, than the one that is caused by advertising; It was also established that the family influence is only given by observation. Through the analysis of the dimensions it was established that only, the dimension, brand association generates an added value by the analyzed segment towards «Zhumir».