Propuesta de una metodología: medición de la imagen de marca. Un estudio exploratorio

Abstract

The brand image is a very valuable asset for companies, and with the aim of managing it in an effective way, it is necessary to have the most appropriate measurement methods. Because of the problems of present scales, we show a new methodology of brand image measurement in this work, and we propose a scale which has three key dimensions: functional image, affective image and reputation. By means of an exploratory study, applied to car market, the proposed scale is verified and it is showed that the fit is higher than considering brand image like an one-dimension construct. On the other hand, the statistical results of the research are finished with graphic analysis.

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