A autenticidade da marca e seu efeito na imagem e reputação da marca de produtos de cerveja no México

Autores

  • 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

Palavras-chave:

autenticidade, imagem, marca, cerveja

Resumo

A autenticidade da marca tornou-se um aspecto relevante para o consumidor, portanto, o objetivo do estudo é determinar sua influência na imagem e reputação da marca dos produtos cervejeiros. Para tanto, foi aplicado um questionário na região Nordeste do México a 200 consumidores. A análise dos dados se deu por meio de equações estruturais e moderação categórica com a técnica de Partial Least Squares (PLS). Os resultados indicam que autenticidade-compromisso com a qualidade e autenticidade-sinceridade afetam a imagem e a reputação da marca; em contraste, a herança da autenticidade não influencia a imagem ou reputação da marca. A restrição categórica aponta para diferenças no sexo em termos de herança de autenticidade e reputação.

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Publicado

2021-05-25

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A autenticidade da marca e seu efeito na imagem e reputação da marca de produtos de cerveja no México. (2021). Estudios Gerenciales, 37(160), 364-374. https://doi.org/10.18046/j.estger.2021.160.3966