El efecto del posicionamiento en la lealtad del cliente: Un análisis empírico para el caso de Iberdrola

[ES] En el presente trabajo se analiza la relación causal entre los conceptos de fidelidad del cliente y posicionamiento. Concretamente, se estudia el efecto diferenciado del posicionamiento percibido de una empresa en la lealtad de sus clientes, comprobando empíricamente dicha relación para el caso de Iberdrola.

Aproximación teórica de la lealtad de marca: enfoques y valoraciones

[ES] El concepto de lealtad no es nuevo en el mercadeo, por el contrario ha sido uno de los temas más investigados, sin embargo no se ha llegado a unificar criterios sobre su definición por ser un fenómeno complejo. Inicialmente, el estudio de la lealtad se abordó desde dos corrientes diferentes: como una actitud, donde se dan cabida sentimientos y afectos positivos a favor de una marca; como un comportamiento efectivo, materializado en compras repetidas de la misma marca. Luego, se consideró una corriente que plantea que la medición de la lealtad no concierne exclusivamente a la valoración del comportamiento de recompra o al compromiso, sino a ambos. El objetivo de este artículo es el describir los aspectos más relevantes del concepto de lealtad de marca, a partir de la revisión y análisis teórico, específicamente su definición, enfoques, métodos de medición y tipos, para presentar algunas consideraciones finales.

Measuring the influence of customer-based store brand equity in the purchase intention

[EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchase as a consequence. Based on a sample of 362 consumers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands awareness.

Valuation of Wind Energy Projects: A Real Options Approach

We address the valuation of an operating wind farm and the finite-lived option to invest in it under different reward/support schemes: a constant feed-in tariff, a premium on top of the electricity market price (either a fixed premium or a variable subsidy such as a renewable obligation certificate or ROC), and a transitory subsidy, among others. Futures contracts on electricity with ever longer maturities enable market-based valuations to be undertaken. The model considers up to three sources of uncertainty: the electricity price, the level of wind generation, and the certificate (ROC) price where appropriate. When analytical solutions are lacking, we resort to a trinomial lattice combined with Monte Carlo simulation; we also use a two-dimensional binomial lattice when uncertainty in the ROC price is considered. Our data set refers to the UK. The numerical results show the impact of several factors involved in the decision to invest: the subsidy per MWh generated, the initial lump-sum subsidy, the maturity of the investment option, and electricity price volatility. Different combinations of variables can help bring forward investments in wind generation. One-off policies, e.g., a transitory initial subsidy, seem to have a stronger effect than a fixed premium per MWh produced.

Religion, emotions and social transformation along migratory processes. The cases of African church leaders in Spain and South Africa

221 p.