TY  - JOUR 
TI  - Modelo de valor de marca para medios de prensa escritos en un contexto regional
PB  - Universidad Icesi
PY  - 2015
issn 01235923
AB  - The aim of the present study is to propose a scale that enables brand equity for print media outlets to be measured. For this, a three-step process was developed, consisting of: the development of a scale with validity of content; the application of a pre-quantitative test to the scale constructed and, finally, the data collection with the improved scale, and the analysis of the psychometric properties of this scale. The assessment of the psychometric properties included a confirmatory factor analysis of the structural equation modeling that represents the measurement scale. The six resulting explanatory dimensions are: affective-behavioral loyalty, cognitive loyalty, brand associations, perceived quality, brand recognition and brand recall.

KW  - Marca
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Prensa
KW  - Modelos de ecuaciones estructurales
KW  - Brand equity scale
KW  - Structural equation modeling
KW  - Print media
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1999
ER  -