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Brand management and business competitiveness: An explanatory study of fundamental processes

Abstract:

Brand management represents a field of research much studied in the last decade. Despite this, there are few comparative studies that attempt to investigate this phenomenon from within organizations and from their external clients. The objective of this research is to analyze the brand management process carried out by jeans manufacturing companies in the textile sector in Zone 3 of Ecuador to achieve a level of business competitiveness. The study is quantitative, not experimental, cross-sectional. 3 instruments were applied to measure brand management, brand equity and business competitiveness. The empirical method used was that of gathering information through surveys applied to 321 companies and 326 consumers. Statistical models of structural equation modeling (SEM) and non-parametric correlation (Spearman) were used. The existence of correlation between the study variables was determined. It is concluded that brand equity is a mediating variable of the study variables.