Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos
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Redalyc
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| Format: | Artículo científico |
| Langue: | es |
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Instituto Politécnico Nacional
2016
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| _version_ | 1876450341189320704 |
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| author | Osiris María Echeverría Ríos |
| author_facet | Osiris María Echeverría Ríos |
| contents | Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos Osiris María Echeverría Ríos José Melchor Medina Quintero Administración y Contabilidad reputation Brand image affective image functional image quality perception At present brand image has influenced major industries, Mexico is no exception, being the automotive in-dustry in growth, development lies mainly in consumer behavior. Therefore, the objective of the study is to determine the effect of brand image in the perception of quality. To measure this effect, the method used is quantitative, through a questionnaire that is applied directly to 108 consumers compact car, later sta-tistically analyzed by linear regression analysis. The main results and findings show that the image re-putation greater impact on the perception of functional quality, while affective image does not influence the perception of technical quality. Some important limitations focus on it being a cross-sectional study was done in a moment of time, in a specific geographical area and is not focused on any particular car brand. 2016 artículo científico 1870-6614 https://www.redalyc.org/articulo.oa?id=456046142001 https://www.redalyc.org/journal/4560/456046142001/ https://www.redalyc.org/journal/4560/456046142001/html/ https://www.redalyc.org/journal/4560/456046142001/456046142001.epub https://www.redalyc.org/journal/4560/456046142001/movil es http://www.redalyc.org/revista.oa?id=4560 Investigación Administrativa application/pdf Instituto Politécnico Nacional Investigación Administrativa (México) Num.117 |
| format | Artículo científico |
| id | redalyc_456046142001 |
| institution | Redalyc |
| language | es |
| publishDate | 2016 |
| publisher | Instituto Politécnico Nacional |
| spellingShingle | Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos Osiris María Echeverría Ríos Administración y Contabilidad reputation Brand image affective image functional image quality perception Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos Osiris María Echeverría Ríos José Melchor Medina Quintero Administración y Contabilidad reputation Brand image affective image functional image quality perception At present brand image has influenced major industries, Mexico is no exception, being the automotive in-dustry in growth, development lies mainly in consumer behavior. Therefore, the objective of the study is to determine the effect of brand image in the perception of quality. To measure this effect, the method used is quantitative, through a questionnaire that is applied directly to 108 consumers compact car, later sta-tistically analyzed by linear regression analysis. The main results and findings show that the image re-putation greater impact on the perception of functional quality, while affective image does not influence the perception of technical quality. Some important limitations focus on it being a cross-sectional study was done in a moment of time, in a specific geographical area and is not focused on any particular car brand. 2016 artículo científico 1870-6614 https://www.redalyc.org/articulo.oa?id=456046142001 https://www.redalyc.org/journal/4560/456046142001/ https://www.redalyc.org/journal/4560/456046142001/html/ https://www.redalyc.org/journal/4560/456046142001/456046142001.epub https://www.redalyc.org/journal/4560/456046142001/movil es http://www.redalyc.org/revista.oa?id=4560 Investigación Administrativa application/pdf Instituto Politécnico Nacional Investigación Administrativa (México) Num.117 |
| title | Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos |
| topic | Administración y Contabilidad reputation Brand image affective image functional image quality perception |
| url | https://www.redalyc.org/articulo.oa?id=456046142001 https://www.redalyc.org/journal/4560/456046142001/ https://www.redalyc.org/journal/4560/456046142001/html/ https://www.redalyc.org/journal/4560/456046142001/456046142001.epub https://www.redalyc.org/journal/4560/456046142001/movil |