LA GESTIÓN DE MARCA CON ORIENTACIÓN AL MERCADO. UNA PERSPECTIVA DESDE LOS FRANQUICIADOS

María Esther Calderón Monge; Jannett Ayup González

doi:10.1016/S0123-5923(08)70044-5

Authors

María Esther Calderón Monge Doctora en Ciencias Económicas y Empresariales por la Universidad de Burgos, España. Su tesis doctoral titulada “Los Costes de Agencia en los Canales de Distribución: La Franquicia” obtuvo el Premio Extraordinario de Doctorado. A partir de este momento abrió una línea de investigación en el campo de la franquicia donde ha publicado artículos y ha difundido sus resultados en artículos y distintos Congresos nacionales e internacionales. Profesora Titular en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Burgos.
Jannett Ayup González Doctora en Economía y Administración de Empresas de la Universidad de Burgos, España. Licenciada en Administración con certificación académica y profesional por la Asociación Nacional de Facultades y Escuelas de Contaduría y Administración. Profesora titular, especialista en Marketing en la Facultad de Comercio y Administración de Tampico, adscrita a la Universidad Autónoma de Tamaulipas, investigadora de las Academias ANFECA y ACACIA en México.

DOI:

https://doi.org/10.1016/S0123-5923(08)70044-5

Keywords:

Brand management, franchise, market orientation

Abstract

Currently, the final consumer is being studied by administrators and brand manager because the effects of the brand in the market are too 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, that is showed weak internal forces that affect the positive image at the consumer.

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