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Eugenio De la Oliva Ramos
Universidad Cardenal Herrera-CEU
España
https://orcid.org/0000-0002-1837-1331
Valentín Gallart Camahort
Universidad Cardenal Herrera-CEU
España
https://orcid.org/0000-0001-6194-2614
Laura Fernández Durán
Universidad Cardenal Herrera-CEU
España
https://orcid.org/0000-0003-1780-7188
Vol. 23 Núm. 1 (2019), Artículos (sección abierta), Páginas 91-106
DOI: https://doi.org/10.17979/redma.2019.23.1.5457
Recibido: jul. 1, 2019 Publicado: jul. 2, 2019
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Resumen

El presente artículo pretende analizar la relación entre diversas dimensiones (notoriedad, lealtad, imagen y compromiso) y cómo éstas afectan al valor de marca en el sector del lujo. Para ello se realizaron un total de 310 encuestas válidas a personas que hubieran adquirido o consumido marcas de lujo. En este estudio se presentan cinco hipótesis distintas con las que se busca establecer la existencia de las relaciones entre dimensiones planteadas, sus intensidades, y cómo afectan al valor de marca en el sector del lujo. El artículo contribuye, principalmente, a clarificar los efectos del compromiso activo, una dimensión novedosa en el estudio del valor de marca. Posteriormente, se presentarán las conclusiones obtenidas y sugerencias para futuras investigaciones empíricas.

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