Influencia de la Imagen del Establecimiento Comercial en el Valor de Marca: Estudio Estadístico y de Marketing

Abstract

The development of research focuses particularly on the way the image of the establishment, which is part of the merchandising and distribution management, influences brand equity. This under the assumption that consumers see reflect ed the image of the shop in the brand image. With the proposed model assumptions, based on variables, which will be verified at the end of the study will be established. Each variable is made up of items that are groups of scales, once validated by a reliability analysis of the principal component analysis is used. The aim of both analyzes is to construct latent variables, later to make a regression that can verify the hypotheses and determine relevant information about the data set.

Keywords

• Image of the commercial establishment
• brand value
• selection process of purchase
• principal component model
• perceived quality
• brand loyalty
• reputation
• brand image