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    El irremplazable rol de la marca : su Brand Equity
    (Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2017)
    Las marcas no son solo esos nombres y símbolos con los que las empresas identifican sus productos y se diferencian de la competencia. Son el medio a través del cual se genera el vínculo con los clientes, al dar un valor agregado a las características propias de los productos que compran. Pero también las marcas son consideradas activos de la empresa, que le generan flujos de efectivo y rentabilidad al accionista. Esta capacidad de generar valor a la empresa y al accionista, dado un mayor conocimiento y aceptación por parte del cliente, se conoce como el valor capital de la marca basado en el cliente. Este valor capital de la marca puede ser medido a través de indicadores que diferencian las marcas fuertes, que benefician a la empresa, de aquellas que no la benefician, pudiéndose también determinar el valor económico de una marca dentro de un proceso de valuación de activos.
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    Brand ageing: an analysis from a Latin American perspective
    (Emerald, 2021-11-11)
    Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determine brand ageing can be classified into the following two subgroups: exogenous (conditions of the economic environment, category conditions, entrance of new competitors, ageing current consumers and entry of new consumers) and endogenous (organisational growth, upper management convictions, marketing structure, brand architecture, inappropriate naming and obsolete brand image) factors. Originality/value This research provides substantial academic value and insights that allow a better understanding of specific aspects that influence the brand ageing process.
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    Sharing is entertaining: the impact of consumer values on video sharing and brand equity
    (Emerald Group Holdings Ltd., 2022-02-24)
    The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity. Design/methodology/approach: A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model. Findings: The entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity. Practical implications: Entertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs. Originality/value: This research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.