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Vol. 11. Núm. 36.
Páginas 77-111 (Septiembre 2008)
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Vol. 11. Núm. 36.
Páginas 77-111 (Septiembre 2008)
DOI: 10.1016/S1138-5758(08)70064-1
Open Access
Influencia de la estrategia de extensión de marca en la imagen de marcas globales: un análisis aplicado a los mercados inglés y español
Influence of brand extension strategy on global brand image: an analysis applied to U.K. and Spanish markets
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...
Eva Martínez Salinas**, José Miguel Pina Pérez***, Leslie de Chernatony****
** Catedrática de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 762713. Fax Int Code +34 976 761767
*** Profesor Ayudante de Comercialización e Investigación de Mercados. Universidad de Zaragoza. Gran Vía 2. 50005 Zaragoza. España. Tel Int Code +34 976 761000. Fax Int Code +34 976 761000
**** Professor of Brand Marketing Birmingham Business School. The University of Birmingham. University House. Edgbaston. Birmingham B15 2TT. Reino Unido. Tel: Int code + 44-121-414-2299. Fax: Int code + 44-121-414-7791
Información del artículo
Resumen

La estrategia de extensión 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 artículo es proponer y contrastar un modelo que analiza el efecto que tiene la estrategia de extensión de marca en la imagen de marca, considerando las variables más relevantes de la literatura. Este modelo se aplica a los datos obtenidos en dos mercados —inglés y español—, utilizando marcas globales reales y extensiones hipotéticas. Los resultados obtenidos pueden servir a los responsables de marketing para tomar decisiones relacionadas con la extensión de sus marcas. Además, 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 utilización de dicha estrategia a nivel internacional.

Palabras clave:
imagen de marca
extensión de marca
percepción del consumidor
Abstract

Brand extension strategy is often employed by multinational companies in order to launch new products to the market. Nevertheless, this strategy is able to negatively affect the brand image. For this reason, the article aims to propose and contrast a model analysing the effect of brand extension strategy on brand image and including the main variables in literature. This model is applied to the data obtained from the —English and Spanish— markets, by using global real brands and hypothetical extensions. The obtained results can help marketing managers to take decisions on the extension of their brands. Moreover, it is demonstrated that consumer's behaviour is the same according to global brand extensions in both of the considered markets. This makes easier the use of brand extension strategy in an international context.

Keywords:
brand image
brand extension
consumer perception
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Los autores agradecen la ayuda financiera del proyecto CICYT del Ministerio de Educación y Ciencia (Ref. SEJ2005-02315), y de los proyectos GENERES (Ref. S-09) y PM 0262/2006 del Gobierno de Aragón.

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