Compromiso activo y valor de marca en el sector del lujo
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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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