{"id":10516,"date":"1996-01-01T00:00:00","date_gmt":"1996-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/1996\/01\/01\/los-efectos-reciprocos-de-las-extensiones-de-marca-un-analisis-empirico-de-sus-determinantes\/"},"modified":"1996-01-01T00:00:00","modified_gmt":"1996-01-01T00:00:00","slug":"los-efectos-reciprocos-de-las-extensiones-de-marca-un-analisis-empirico-de-sus-determinantes","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/los-efectos-reciprocos-de-las-extensiones-de-marca-un-analisis-empirico-de-sus-determinantes\/","title":{"rendered":"Los efectos reciprocos de las extensiones de marca: un analisis empirico de sus determinantes."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Elisabete Magalhaes Serra <\/strong><\/h2>\n<p>Esta tesis doctoral desarrolla, un estudio empirico centrado en los determinantes de los efectos reciprocos, negativos y positivos, que una politica de extension de marca puede ocasionar sobre el valor de la marca original. En el, sobre la base de escenarios de extension (hipoteticos y \u00abreales\u00bb), se configuro la introduccion de nuevos productos a traves de diferentes grados de similaridad y de consistencia logica. De acuerdo con las diversas condiciones creadas, se formularon hipotesis sobre los diferentes efectos reciprocos de las extensiones en las actitudes, creencias y preferencias hacia las cuatro marcas a prueba.  a tal fin, esta investigacion adopto una metodolog\u00eda cuasi experimental, sometiendo a prueba las hipotesis formuladas mediante diversos planes factoriales tipicos de un anova. Los resultados obtenidos ayudan a comprender las alteraciones de comportamiento que la politica de extension de marca puede provocar en los usuarios y los no usuarios de una marca.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Los efectos reciprocos de las extensiones de marca: un analisis empirico de sus determinantes.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Los efectos reciprocos de las extensiones de marca: un analisis empirico de sus determinantes. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Elisabete Magalhaes Serra <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Santiago de compostela<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1996<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Jos\u00e9 Antonio Varela Gonzalez<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Justino Bastida Calvo <\/li>\n<li>Enrique Diez De Castro (vocal)<\/li>\n<li>Encarnacion Gonzalez Vazquez (vocal)<\/li>\n<li>Enrique Martin Armario (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Elisabete Magalhaes Serra Esta tesis doctoral desarrolla, un estudio empirico centrado en los determinantes de los efectos [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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