Eva Martínez Salinas

La importancia del factor medioambiental en las estrategias corporativa y de marketing: una aplicación al sector de bienes de consumo

Last years, companies are beginning to consider the environmental factor in its corporative and marketing strategic decisions. In this context, the purpose of this study is to analyse the main pressure factor of this new philosophy of business. For it, the «Corporate Environmentalism» concept has been introduced (Banerjee, 2002). And it is proposed a model in which the environmental orientation and strategy are depicted. The information has been obtained from 81 personal interviews to companies that belong to the consumer goods sector. Results show that firms are aware of its environmental responsibility, but this factor does not constitute a priority yet that be reflected in all its decisions. Besides, the main determinants of this commitment are the social pressure, competitive advantages and the management awareness.

Influencia de la estrategia de extensión de marca en la imagen de marcas globales: un análisis aplicado a los mercados inglés y español

Resumen La estrategia de extension de marca es muy utilizada por las empresas multinacionales para lanzar nuevos productos al mercado. No obstante, esta estrategia puede afectar negativamente a la imagen de marca. Por ello, el objetivo de este articulo es proponer y contrastar un modelo que analiza el efecto que tiene la estrategia de extension de marca en la imagen de marca, considerando las variables mas relevantes de la literatura. Este modelo se aplica a los datos obtenidos en dos mercados —ingles y espanol—, utilizando marcas globales reales y extensiones hipoteticas. Los resultados obtenidos pueden servir a los responsables de marketing para tomar decisiones relacionadas con la extension de sus marcas. Ademas, se demuestra que los consumidores se comportan del mismo modo ante las extensiones de marcas globales en los dos mercados considerados, lo que facilita la utilizacion de dicha estrategia a nivel internacional.

La influencia de las fuentes de información externas en el valor de marca: una perspectiva desde el joven consumidor

Brand information provided by external agents has different effects on the consumer depending on its origin. The purpose of this study is to analyse the effects of different information sources: advertising, family and peers in the formation of brand equity. Thus, an empirical study has been conducted in order to analyse these effects on the specific case of young adults leaving their family home. Overall, results show that information has a positive effect on dimensions of brand equity. However, these effects are higher when the source of information is the family or peers than in the case of advertising.