{"id":36333,"date":"1998-01-01T00:00:00","date_gmt":"1998-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-lealtad-de-marca-como-ventaja-competitiva-sostenible-un-analisis-estrategico-evidencia-empirica-para-el-mercado-espanol-de-panales\/"},"modified":"1998-01-01T00:00:00","modified_gmt":"1998-01-01T00:00:00","slug":"la-lealtad-de-marca-como-ventaja-competitiva-sostenible-un-analisis-estrategico-evidencia-empirica-para-el-mercado-espanol-de-panales","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-lealtad-de-marca-como-ventaja-competitiva-sostenible-un-analisis-estrategico-evidencia-empirica-para-el-mercado-espanol-de-panales\/","title":{"rendered":"La lealtad de marca como ventaja competitiva sostenible: un analisis estrategico (evidencia empirica para el mercado espa\u00f1ol de pa\u00f1ales)."},"content":{"rendered":"<h2>Tesis doctoral de <strong> M\u00aa Pilar L\u00f3pez Belbeze <\/strong><\/h2>\n<p>Esta tesis tiene por objetivo contribuir a consolidar te\u00f3rica y emp\u00edricamente la lealtad de marca como un elemento relevante para el sostenimiento de una ventaja competitiva. El mercado espa\u00f1ol de pa\u00f1ales (1992-94) representa el marco emp\u00edrico donde se presenta esta relaci\u00f3n entre lealtad de marca y ventaja competitiva. La lealtad de marca es definida como una estrecha relaci\u00f3n entre una fuerte preferencia de marca y un elevado patr\u00f3n de compras de la misma, mediatizada por el elevado nivel de satisfacci\u00f3n del cliente y por la existencia de unos costes de cambio. El an\u00e1lisis de esta relaci\u00f3n es realizado a partir del c\u00e1lculo de las elasticidades de elecci\u00f3n -precio directas y cruzadas. El principal resultado es la menor sensibilidad al precio asociada a comportamientos leales. Este an\u00e1lisis de sensibilidad ha permitido comprobar que la lealtad de marca puede ayudar a una empresa a aprovechar las oportunidades y neutralizar las amenazas en la medida que la lealtad de sus clientes representa el origen de unos mayores m\u00e1rgenes de beneficios y una fuerte protecci\u00f3n frente a las acciones de la competencia.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La lealtad de marca como ventaja competitiva sostenible: un analisis estrategico (evidencia empirica para el mercado espa\u00f1ol de pa\u00f1ales).<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La lealtad de marca como ventaja competitiva sostenible: un analisis estrategico (evidencia empirica para el mercado espa\u00f1ol de pa\u00f1ales). <\/li>\n<li><strong>Autor:<\/strong>\u00a0 M\u00aa Pilar L\u00f3pez Belbeze <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Aut\u00f3noma de barcelona<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1998<\/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>Enric Genesca Garrigosa<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Vicente Salas Fum\u00e1s <\/li>\n<li> Yague Guillem M. Jes\u00fas (vocal)<\/li>\n<li>Yolanda Polo Redondo (vocal)<\/li>\n<li>A. Trespalacios Juan (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de M\u00aa Pilar L\u00f3pez Belbeze Esta tesis tiene por objetivo contribuir a consolidar te\u00f3rica y emp\u00edricamente la lealtad [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[82,963,5099,1302,12380],"tags":[96267,25318,96265,6834,96266,6180],"class_list":["post-36333","post","type-post","status-publish","format-standard","hentry","category-ciencias-economicas","category-economia-sectorial","category-marketing","category-organizacion-y-gestion-de-empresas","category-sector-de-la-salud","tag-a-trespalacios-juan","tag-enric-genesca-garrigosa","tag-ma-pilar-lopez-belbeze","tag-vicente-salas-fumas","tag-yague-guillem-m-jesus","tag-yolanda-polo-redondo"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/36333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=36333"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/36333\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=36333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=36333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=36333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}