Análisis de la multidimensionalidad del brand equity para el sector bancario: un estudio en la generación Z
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Resumen
en el escenario competitivo del sector bancario, las actividades de marketing y branding se han convertido en un elemento crucialpara el éxito a largo plazo de las instituciones financieras. Desde la gestión del brand equity, la confianza y la lealtad son esenciales, no solo enlos procesos operativos con los usuarios, sino en la consolidación de la marca como un activo estratégico. El objetivo de esta investigación fueanalizar la multidimensionalidad del brand equity para el sector bancario desde la perspectiva de la generación Z. Se desarrolla un estudio de tipocuantitativo, analítico y de corte transversal, utilizando el análisis factorial exploratorio y confirmatorio a partir de un instrumento aplicado deforma on line a personas pertenecientes a este segmento generacional. Los hallazgos infieren que el brand equity en el sector bancario dirigido ala generación Z está conformado por las siguientes dimensiones: fidelidad e importancia de la marca (FIM), calidad percibida (CP), asociación demarca (AM), rendimiento de la marca (RM) y conciencia de la marca (CM). Se concluye que el sector bancario debe seguir consolidando su brandequity como actividad estratégica a partir de dichas dimensiones, fortaleciendo el posicionamiento de sus marcas, su participación y su orientaciónal mercado, garantizando el entendimiento de las necesidades, deseos y comportamientos de la generación Z.
Palabras Clave
Brand equity, Banking industry, Marketing strategy, Branding, Generation Z, factor analysis, management, innovation management Valor de marca, sector bancario, estrategia de marketing, gestión de marca, Generación Z, análisis factorial, gerencia, gestión de la innovación
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Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148. https://doi.org/10.3390/admsci12040148
Buil, I., Martínez, E., y De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74. https://doi.org/10.1108/07363761311290849
Chen, P. Y., Yang, C. M. y Morin, C. M. (2015). Validating the cross-cultural factor structure and invariance property of the Insomnia Severity Index: evidence based on ordinal EFA and CFA. Sleep medicine, 16(5), 598-603. https://doi.org/10.1016/j.sleep.2014.11.016
Djafarova, E. y Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431. https://doi.org/10.1108/YC-10-2021-1405
Forero Siabato, M. F. y Duque Oliva, E. J. (2014). Evolución y caracterización de los modelos de Brand Equity. Suma de negocios, 5(12), 158-168. http://dx.doi.org/10.1016/j.neucir.2013.12.001
Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S. y Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain technology in the banking sector. Technological forecasting and social change, 163, 120407. https://doi.org/10.1016/j.techfore.2020.120407
Grieder, S. y Steiner, M. D. (2022). Algorithmic jingle jungle: A comparison of implementations of principal axis factoring and promax rotation in R and SPSS. Behavior research methods, 54(1), 54-74. https://doi.org/10.3758/s13428-021-01581-x
Hayes, A. F., y Coutts, J. J. (2020). Use omega rather than Cronbach’s alpha for estimating reliability. But. Communication Methods and Measures, 14(1), 1-24. https://doi.org/10.1080/19312458.2020.1718629
Huth, K. B., de Ron, J., Goudriaan, A. E., Luigjes, J., Mohammadi, R., van Holst, R. J., Wagenmakers, E.-J. y Marsman, M. (2023). Bayesian analysis of cross-sectional networks: A tutorial in R and JASP. Advances in Methods and Practices in Psychological Science, 6(4), 251-264. https://doi.org/10.31234/osf.io/ub5tc
Imam, P. (2013). Demographic shift and the financial sector stability: the case of Japan. Journal of Population Ageing, 6, 269-303. https://doi.org/10.1007/s12062-013-9089-9
Jensen, J. M. y Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management. 15(7), 442-449. https://doi.org/10.1108/10610420610712829
Kim, S. S., Choe, J. Y. y Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. https://doi.org/10.1016/j.jdmm.2018.03.006
Keller, K. L. (2002). Branding and brand equity. En B. Weitz and R. Wensley (eds.), Handbook of Marketing. London, 151-178. Sage Publications. http://dx.doi.org/10.4135/9781848608283.n8
Lee, Y. Y., Gan, C. L. y Liew, T. W. (2023). Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers. Journal of Marketing Analytics, 11(2), 244-261. https://doi.org/10.1057/s41270-022-00164-9
Li, C. H. (2016). Confirmatory factor analysis with ordinal data: Comparing robust maximum likelihood and diagonally weighted least squares. Behavior research methods, 48, 936-949. https://doi.org/10.3758/s13428-015-0619-7
Lim, W. M. y Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research, 141, 175-190. https://doi.org/10.1016/j.jbusres.2021.12.028
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. y Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202. https://doi.org/10.1016/j.jbusres.2017.06.014
López-Rodríguez, C. E., Mora-Forero, J. A. y León-Gómez, A. (2022). Strategic development associated with branding in the tourism sector: bibliometric analysis and systematic review of the literature between the years 2000 to 2022. Sustainability, 14(16), 9869. https://doi.org/10.3390/su14169869
Mills, M., Oghazi, P., Hultman, M. y Theotokis, A. (2022). The impact of brand communities on public and private brand loyalty: A field study in professional sports. Journal of Business Research, 144, 1077-1086. https://doi.org/10.1016/j.jbusres.2022.02.056
Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36(3), 381-395. https://doi.org/10.1108/MIP-05-2017-0098
Nikhashemi, S. R., Valaei, N. y Tarofder, A. K. (2017). Does brand personality and perceived product quality play a major role in mobile phone consumers’ switching behaviour? Global Business Review, 18(3), S108-S127. https://doi.org/10.1177/0972150917693155
Oliveira, M. O., Sonza, I. B. y da Silva, T. S. (2023). Brand equity and company performance: evidence from a quasi-experiment in an emerging market. Marketing Intelligence & Planning, 41(4), 393-408. https://doi.org/10.1108/MIP-12-2021-0452
Porter, M. (2008). Las cinco fuerzas competitivas que le dan forma a la estrategia. Harvard Business Review, 86(1), 58-77. https://bit.ly/42HTCCF
Priporas, C. V., Stylos, N. y Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058
Puiu, S., Demyen, S., Tanase, A. C., Varzaru, A. A. y Bocean, C. G. (2022). Assessing the Adoption of Mobile Technology for Commerce by Generation Z. Electronics, 11(6), 866. https://doi.org/10.3390/electronics11060866
Reyes-Ramírez, L. A., Leyva-del Toro, C., Pérez-Campdesuñer, R. y Sánchez-Rodríguez, A. (2022). Variables de la responsabilidad social corporativa. Un modelo de ecuaciones estructurales. Retos. Revista de Ciencias de la Administración y Economía, 12(24), 286-305. https://doi.org/10.17163/ret.n24.2022.06
Rubia, J. M. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia. Avances de la disciplina, 13(2), 25-41. https://doi.org/10.21500/19002386.4119
Snoj, B., Korda, A. P. y Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167. https://doi.org/10.1108/10610420410538050
Supiyandi, A., Hastjarjo, S. y Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers’ purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 9-18. https://doi.org/10.21512/commit.v16i1.7583
Surucu, Ö., Ozturk, Y., Okumus, F. y Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124. https://doi.org/10.1016/j.jhtm.2019.07.002
Thangavel, P., Pathak, P. y Chandra, B. (2022). Consumer decision-making style of gen Z: A generational cohort analysis. Global Business Review, 23(3), 710-728. https://doi.org/10.1177/0972150919880128
Thusi, P. y Maduku, D. K. (2020). South African millennials’ acceptance and use of retail mobile banking apps: An integrated perspective. Computers in Human Behavior, 111, 106405. https://doi.org/10.1016/j.chb.2020.106405
Uncles, M. y Lee, D. (2006). Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model. Marketing letters, 17(1), 17-29. https://doi.org/10.1007/s11002-006-3756-z
Wawer, M., Grzesiuk, K. y Jegorow, D. (2022). Smart mobility in a Smart City in the context of Generation Z sustainability, use of ICT, and participation. Energies, 15(13), 4651. https://doi.org/10.3390/en15134651
Windasari, N. A., Kusumawati, N., Larasati, N. y Amelia, R. P. (2022). Digital-only banking experience: Insights from gen Y and gen Z. Journal of Innovation & Knowledge, 7(2), 100170. https://doi.org/10.1016/j.jik.2022.100170
Yasin, M., Liébana-Cabanillas, F., Porcu, L. y Kayed, R. N. (2020). The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. Journal of Retailing and Consumer Services, 52, 101902. https://doi.org/10.1016/j.jretconser.2019.101902
Zhao, J., Butt, R. S., Murad, M., Mirza, F. y Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348
Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148. https://doi.org/10.3390/admsci12040148
Buil, I., Martínez, E., y De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74. https://doi.org/10.1108/07363761311290849
Chen, P. Y., Yang, C. M. y Morin, C. M. (2015). Validating the cross-cultural factor structure and invariance property of the Insomnia Severity Index: evidence based on ordinal EFA and CFA. Sleep medicine, 16(5), 598-603. https://doi.org/10.1016/j.sleep.2014.11.016
Djafarova, E. y Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers, 23(3), 413-431. https://doi.org/10.1108/YC-10-2021-1405
Forero Siabato, M. F. y Duque Oliva, E. J. (2014). Evolución y caracterización de los modelos de Brand Equity. Suma de negocios, 5(12), 158-168. http://dx.doi.org/10.1016/j.neucir.2013.12.001
Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S. y Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain technology in the banking sector. Technological forecasting and social change, 163, 120407. https://doi.org/10.1016/j.techfore.2020.120407
Grieder, S. y Steiner, M. D. (2022). Algorithmic jingle jungle: A comparison of implementations of principal axis factoring and promax rotation in R and SPSS. Behavior research methods, 54(1), 54-74. https://doi.org/10.3758/s13428-021-01581-x
Hayes, A. F., y Coutts, J. J. (2020). Use omega rather than Cronbach’s alpha for estimating reliability. But. Communication Methods and Measures, 14(1), 1-24. https://doi.org/10.1080/19312458.2020.1718629
Huth, K. B., de Ron, J., Goudriaan, A. E., Luigjes, J., Mohammadi, R., van Holst, R. J., Wagenmakers, E.-J. y Marsman, M. (2023). Bayesian analysis of cross-sectional networks: A tutorial in R and JASP. Advances in Methods and Practices in Psychological Science, 6(4), 251-264. https://doi.org/10.31234/osf.io/ub5tc
Imam, P. (2013). Demographic shift and the financial sector stability: the case of Japan. Journal of Population Ageing, 6, 269-303. https://doi.org/10.1007/s12062-013-9089-9
Jensen, J. M. y Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management. 15(7), 442-449. https://doi.org/10.1108/10610420610712829
Kim, S. S., Choe, J. Y. y Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. https://doi.org/10.1016/j.jdmm.2018.03.006
Keller, K. L. (2002). Branding and brand equity. En B. Weitz and R. Wensley (eds.), Handbook of Marketing. London, 151-178. Sage Publications. http://dx.doi.org/10.4135/9781848608283.n8
Lee, Y. Y., Gan, C. L. y Liew, T. W. (2023). Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers. Journal of Marketing Analytics, 11(2), 244-261. https://doi.org/10.1057/s41270-022-00164-9
Li, C. H. (2016). Confirmatory factor analysis with ordinal data: Comparing robust maximum likelihood and diagonally weighted least squares. Behavior research methods, 48, 936-949. https://doi.org/10.3758/s13428-015-0619-7
Lim, W. M. y Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research, 141, 175-190. https://doi.org/10.1016/j.jbusres.2021.12.028
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. y Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192-202. https://doi.org/10.1016/j.jbusres.2017.06.014
López-Rodríguez, C. E., Mora-Forero, J. A. y León-Gómez, A. (2022). Strategic development associated with branding in the tourism sector: bibliometric analysis and systematic review of the literature between the years 2000 to 2022. Sustainability, 14(16), 9869. https://doi.org/10.3390/su14169869
Mills, M., Oghazi, P., Hultman, M. y Theotokis, A. (2022). The impact of brand communities on public and private brand loyalty: A field study in professional sports. Journal of Business Research, 144, 1077-1086. https://doi.org/10.1016/j.jbusres.2022.02.056
Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36(3), 381-395. https://doi.org/10.1108/MIP-05-2017-0098
Nikhashemi, S. R., Valaei, N. y Tarofder, A. K. (2017). Does brand personality and perceived product quality play a major role in mobile phone consumers’ switching behaviour? Global Business Review, 18(3), S108-S127. https://doi.org/10.1177/0972150917693155
Oliveira, M. O., Sonza, I. B. y da Silva, T. S. (2023). Brand equity and company performance: evidence from a quasi-experiment in an emerging market. Marketing Intelligence & Planning, 41(4), 393-408. https://doi.org/10.1108/MIP-12-2021-0452
Porter, M. (2008). Las cinco fuerzas competitivas que le dan forma a la estrategia. Harvard Business Review, 86(1), 58-77. https://bit.ly/42HTCCF
Priporas, C. V., Stylos, N. y Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058
Puiu, S., Demyen, S., Tanase, A. C., Varzaru, A. A. y Bocean, C. G. (2022). Assessing the Adoption of Mobile Technology for Commerce by Generation Z. Electronics, 11(6), 866. https://doi.org/10.3390/electronics11060866
Reyes-Ramírez, L. A., Leyva-del Toro, C., Pérez-Campdesuñer, R. y Sánchez-Rodríguez, A. (2022). Variables de la responsabilidad social corporativa. Un modelo de ecuaciones estructurales. Retos. Revista de Ciencias de la Administración y Economía, 12(24), 286-305. https://doi.org/10.17163/ret.n24.2022.06
Rubia, J. M. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia. Avances de la disciplina, 13(2), 25-41. https://doi.org/10.21500/19002386.4119
Snoj, B., Korda, A. P. y Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167. https://doi.org/10.1108/10610420410538050
Supiyandi, A., Hastjarjo, S. y Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers’ purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 9-18. https://doi.org/10.21512/commit.v16i1.7583
Surucu, Ö., Ozturk, Y., Okumus, F. y Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124. https://doi.org/10.1016/j.jhtm.2019.07.002
Thangavel, P., Pathak, P. y Chandra, B. (2022). Consumer decision-making style of gen Z: A generational cohort analysis. Global Business Review, 23(3), 710-728. https://doi.org/10.1177/0972150919880128
Thusi, P. y Maduku, D. K. (2020). South African millennials’ acceptance and use of retail mobile banking apps: An integrated perspective. Computers in Human Behavior, 111, 106405. https://doi.org/10.1016/j.chb.2020.106405
Uncles, M. y Lee, D. (2006). Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model. Marketing letters, 17(1), 17-29. https://doi.org/10.1007/s11002-006-3756-z
Wawer, M., Grzesiuk, K. y Jegorow, D. (2022). Smart mobility in a Smart City in the context of Generation Z sustainability, use of ICT, and participation. Energies, 15(13), 4651. https://doi.org/10.3390/en15134651
Windasari, N. A., Kusumawati, N., Larasati, N. y Amelia, R. P. (2022). Digital-only banking experience: Insights from gen Y and gen Z. Journal of Innovation & Knowledge, 7(2), 100170. https://doi.org/10.1016/j.jik.2022.100170
Yasin, M., Liébana-Cabanillas, F., Porcu, L. y Kayed, R. N. (2020). The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine. Journal of Retailing and Consumer Services, 52, 101902. https://doi.org/10.1016/j.jretconser.2019.101902
Zhao, J., Butt, R. S., Murad, M., Mirza, F. y Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348
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