PUBLICACIONES

Understanding corporate reputation through satisfaction in emerging markets

J. Internacional: Understanding corporate reputation through satisfaction in emerging markets

CAROLINA NICOLAS A., ENRIQUE MARINAO., LESLIER VALENZUELA F.

2017 - Retailing and Marketing - Vol.5. Nº 2. Pp. 17-30

Abstract

The hypermarket industry presents a strong competition, the consumer satisfaction and corporate reputation are two of the most important topics in order to improve or maintain market share. The hypotheses proposed in our research model are tested on a sample of 964 hypermarket consumers in Chile and Mexico. We test the predictive path for corporate reputation, considering as an antecedent the consumer satisfaction and hedonic, symbolic and affective benefits. The partial least squares structural equation modelling (PLS-SEM) approach was used to test the research model. In order to assess the moderating effects of cultural behavior between two emerging markets, Chile and Mexico, we adopt a multi-group approach. Our findings indicate that exists a cultural difference between Chilean and Mexican hypermarket consumers on the effect of hedonic benefit on satisfaction.

Keywords

¿Quieres seguir leyendo? [Accede a la publicación completa]

MKTG BEST premia la trayectoria del profesor Pedro Hidalgo

El académico de la Universidad de Chile ha desempeñado importantes funciones en la Facultad de Economía y Negocios, donde ha contribuido a la formación de varias generac...

Marketing Estrategia Clave para agregar valor a tu negocio

Marketing Estrategia Clave para agregar valor a tu negocio 0 shares Marketing Estrategia Clave para agregar valor a tu negocio EDUCACION 2 semanas atrás Equipo de Prensa OBSE...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.