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VARIATION IN BRAND EQUITY OF A COMPANY AFTER A FUSION AND ACQUISITION PROCESS

VARIACIÓN EN EL BRAND EQUITY DE UNA COMPAÑÍA TRAS UN PROCESO DE FUSIÓN Y ADQUISICIÓN

dc.creatorConcha Velásquez, José Roberto
dc.creatorManfredi, Luciana Carla
dc.creatorRodríguez Zambrano, Andrés Felipe
dc.creatorSilva González, David
dc.date2018-06-15
dc.date.accessioned2020-08-21T19:46:29Z
dc.date.available2020-08-21T19:46:29Z
dc.identifierhttps://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/2604
dc.identifier10.18270/cuaderlam.v14i26.2604
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/10057
dc.descriptionTis paper aims, to evaluate the change in a medium-brand image company´s brand equity after a merger and acquisition process, with another company that has a superior brand image. With a random sample, surveys are conducted on residents in e Cali, Colombia. They are asked, about a hypothetical merger between the local electrical appliance company EMCEL and the American appliance manufacturer POOLAIR. Brand equity is measured using the construct presented by Aaker (1991). Results show that EMCEL improved its perceived brand equity by acquiring POOLAIR, and that POOLAIR had an increase in brand association and brand loyalty constructs.en-US
dc.descriptionEl trabajo tiene como objetivo, evaluar el cambio en el brand equity de una compañía, que goza de una imagen de marca media, tras un proceso de fusión y adquisición con otra, que goza de una imagen de marca superior. Con una muestra aleatoria, se realiza una encuesta a residentes de Cali, Colombia. Se les pregunta, por una fusión hipotética entre la empresa local fabricante de electrodomésticos EMCEL y la empresa americana fabricante de electrodomésticos POOLAIR. El brand equity, es medido utilizando el constructo presentado por Aaker (1991). Los resultados arrojan que EMCEL, mejoró su brand equity percibido al fusionarse con POOLAIR y que, por su parte, POOLAIR tuvo un incremento en los constructos de asociación de marca y lealtad de marca.es-ES
dc.formatapplication/pdf
dc.languagespa
dc.publisherUniversidad El Bosquees-ES
dc.relationhttps://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/2604/2153
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dc.rightsDerechos de autor 2019 Universidad El Bosquees-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceCuadernos Latinoamericanos de Administración; Vol 14 No 26 (2018)en-US
dc.sourceCuadernos Latinoamericanos de Administración; ##issue.vol## 14 ##issue.no## 26 (2018)es-AR
dc.sourceCuadernos Latinoamericanos de Administración; Vol. 14 Núm. 26 (2018)es-ES
dc.source2248-6011
dc.source1900-5016
dc.source10.18270/cuaderlam.v14i26
dc.subjectBrand Equity,es-ES
dc.subjectcalidad percibidaes-ES
dc.subjectasociación de marcaes-ES
dc.subjectlealtad de marcaes-ES
dc.titleVARIATION IN BRAND EQUITY OF A COMPANY AFTER A FUSION AND ACQUISITION PROCESSen-US
dc.titleVARIACIÓN EN EL BRAND EQUITY DE UNA COMPAÑÍA TRAS UN PROCESO DE FUSIÓN Y ADQUISICIÓNes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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