El impacto de las tendencias ecosistémicas en la construcción de Brand Equity. Hacia un modelo de medición del valor de marca con perspectiva de Responsabilidad Social Corporativa.

Abstract

This dissertation confirms the necessity of providing a model of «brand equity» that explains brand value in relation to influential ecosystem tendencies, while specially highlighting Corporate Social Responsibility —CSR—. The general hypothesis affirms that «ecosystem tendencies used as an advertisement communication tool, increase brand value». In order to test this hypothesis, an empirical quantitative study was made through the realization of 640 surveys to evaluate the importance of CSR along with three related variables such as visibility, loyalty, and experience, framed In the CSR context, which are the most relevant to consumers who acquire goods or services from a company. Two brands were selected and analyzed in the investigation: Ecopetrol S.A. —of Colombia— and Naturgy Energy Group S.A. —of Spain— both in the energy sector and working with gas, oil, and electricity. After a profound statistical analysis, the results revealed that, VM can be explained and evaluated adequately around the ecosystem tendencies of the contemporary world. Even though these hypotheses need to be tested through further research in more sectors beyond energy, this dissertation exceeds the scope of existing «brand equity» models, which are limited and have not yet measured CSR and its relation to communication initiatives.

Date of Award	11 Jul 2022
Original language	Spanish
Supervisor	Juan Jose Perona Paez (Director)