Mahou and Coronita: comparative analysis of the mark value for the spanish consumer

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Cristina Calvo Porral
Universidad de La Coruña
Spain
Paulino Montes Solla
Universidad de La Coruña
Spain
Vol. 02 No. 09 (2012), Articles (open section), pages 3-28
DOI: https://doi.org/10.17979/redma.2012.02.09.4752
Submitted: Nov 28, 2018 Accepted: Nov 28, 2018
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Abstract

Introduction: The Spanish brewing industry is a main economic sector and a major activity in the agrifood area, however there are few studies regarding the analysis of Brand Equity in this product.
Objectives: This study developes an approximation to the profile of the Spanish beer consumer and the analysis of brand equity for a domestic and an imported brand.
Methodology: For this purpose, a quantitative study is carried out, proceeding with an analysis of the variables of brand equity in order to compare two brands available in the Spanish market –Mahou and Coronita-.
Results: Results suggest a better evaluation of the beer brand Coronita by the Spanish consumers.
Conclusions: Attending the results obtained, we may state that Coronita brand has been positioned properly in the Spanish market, making a valuable proposition to consumers.

Keywords:

Brand Equity, Brand Awareness, beer

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