La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México

Osiris María Echeverría-Ríos; José Melchor Medina-Quintero; Demian Abrego-Almazán

doi:10.18046/j.estger.2021.160.3966

Authors

Osiris María Echeverría-Ríos Profesor Investigador, Licenciatura en Comercio Internacional y Aduanas, Universidad Politécnica Metropolitana de Hidalgo, Tolcayuca, México. https://orcid.org/0000-0002-3390-2559
José Melchor Medina-Quintero Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Ciudad Victoria, México. https://orcid.org/0000-0003-3466-7113
Demian Abrego-Almazán Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Ciudad Victoria, México. https://orcid.org/0000-0003-0147-8834

DOI:

https://doi.org/10.18046/j.estger.2021.160.3966

Keywords:

authenticity, image, brand, beer

Abstract

Brand authenticity has become a relevant aspect for the consumer; therefore, the purpose of the study was to determine its influence on the brand image and reputation of beer products. To this, a questionnaire was applied to 200 consumers in the Northeast region of Mexico. Data analysis was through structural equations and categorical moderation with the partial least squares technique. The results indicate that authenticity-commitment to quality and authenticity-sincerity affect brand image and reputation; in contrast, authenticity-heritage does not influence brand image or reputation. Categorical restraint points to differences in sex in terms of authenticity-heritage and reputation.

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