Resumen

SNEIDER CASTILLO, Johan  y  ORTEGON CORTAZAR, Leonardo. Components of bran equity in the industrial marketing. Case Machine tools. Perspectivas [online]. 2016, n.37, pp.75-94. ISSN 1994-3733.

This research focused on the field of industrial marketing, it aims to explore the components of the concept of brand value from a diagnosis of reliability applied to a set of users of machine tools companies in Colombia. For this purpose a set of proposals related to the dimensions of brand equity and brand awareness, brand perceived quality, brand associations and brand loyalty is developed. The study design is descriptive relational applied to 70 companies using metallurgical sector. Statistical reliability Cronbach alpha was used to determine the reliability of the components. The results indicate that the dimension of perceived quality and corporate brand associations are particularly important for this industry.

Palabras clave : brand equity; industrial marketing; machine tools.

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