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Brand valuation by price premium: Theoretical explanation and practical application using conjoint analysis
ArticleAbstract: One of the accepted methodologies for brand valuation associates the value of the brand with the priPalabras claves:Brand valuation, Conjoint analysis, Price premiumAutores:Katia Rodriguez, Washington MacíasFuentes:googlescopusAnalysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands
ArticleAbstract: Purpose: The purpose of this work is to analyze a brand valuation methodology proposed by the currenPalabras claves:Brand associations, BRAND AWARENESS, Brand valuation, Intentions, Purchase determinantsAutores:Arosemena-Burbano F., Donald J. Zhangallimbay, Rodriguez K., Washington MacíasFuentes:googlescopusDeterminants of attitude towards and purchase intention of private label brands in Ecuador
ArticleAbstract: The purpose of this study is to explain which factors influence the attitude towards private label pPalabras claves:attitude, private label brand, purchase intention, supermarketsAutores:Angie Arias Bayona, Lissette Sanga Hernandez, Sharon Bollorino Montoya, Washington MacíasFuentes:scopusCOVID-19 lockdown and the satisfaction with online food delivery providers
ArticleAbstract: The objectives of this research are to qualitatively explore the attitudes towards online food delivPalabras claves:Delivery workers, E-satisfaction, E-service quality, Online food delivery providers, Perceived food qualityAutores:Holger Raúl Barriga Medina, Katia Rodriguez, Washington MacíasFuentes:googlescopusTrademark dilution analysis: A parody to El Chavo del 8
ArticleAbstract: This study was conducted to determine whether a parody of the television series El Chavo del 8 causePalabras claves:Dilution by tarnishment, El Chavo del 8, ETHNOCENTRISM, Natural experimentsAutores:Gerardo Balcázar Ordoñez, Washington MacíasFuentes:scopusTrademark dilution and its practical effect on purchase decision
ArticleAbstract: This work aims to analyze the effect of unauthorized use of trademarks on its consumer-based brand ePalabras claves:Blurring, Brand Equity, Purchase decision, trademark dilution, Well-known trademarksAutores:Cerviño J., Washington MacíasFuentes:googlescopusTrademark dilution: Comparing the effects of blurring and tarnishment cases over brand equity
ArticleAbstract: Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use oPalabras claves:Blurring, Brand Equity, similarity, Tarnishment, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopusUnauthorized use of famous brands and its impact on brand equity dimensions
ArticleAbstract: The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brPalabras claves:consumer-based brand equity, familiarity, similarity, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopusValidating a scale for measuring teachers’ expectations about generic competences in higher education: The Ecuadorian case
ArticleAbstract: Purpose: The purpose of this paper is to develop and validate a questionnaire to assess the expectatPalabras claves:Competence-based approach, Evaluation, Expectations, higher education, Latin America, validityAutores:Amor M.I., Katia Rodriguez, Rocio Serrano, Washington MacíasFuentes:googlescopusValoración mediante el método de flujo de caja descontado a la empresa Tour Operador C.L.
Master ThesisAbstract: Tesis que detalla la valoración financiera mediante el método de flujo de caja descontado a la emprePalabras claves:Flujo De Caja Descontado, VALORACION FINANCIERAAutores:Beatriz Teresa Brito Lavayen, Washington MacíasFuentes:rraae