مدیریت نام تجاری با بازارگرایی. بررسی اجمالی حق انتخاب
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|19501||2008||17 صفحه PDF||سفارش دهید||5643 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Estudios Gerenciales, Volume 24, Issue 108, July–September 2008, Pages 61–77
Currently, the final consumer is being studied by administrators and brand manager because the effects of the brand in the market are very important. Besides that, franchises’ brand activities, especially in Mexican franchises, have not been enough researched. If we take into account that franchises have an important participation in the economy, and represent a success alternative for growth and expansion to domestic and international markets, it is needed to analyze the brand management influence over the consumer's perception. This will be the main objective of this document. After a theoretical justification, an empirical study is done applying the Structural Equation Modeling to information retrieved by surveys and interviews in an example of Mexican franchisees with at least five years in Mexico in the categories of foods, restaurants and beverages. The statistical results underline the clearly proposal that the internal component of the brand management is determinant in the market; although, it is showed that there are weak internal forces that affect the consumer's positive company perception.