","

"Authors","Author full names","Author(s) ID","Titles","Year","Source title","Volume","Issue","Art. No.","Page start","Page end","Page count","DOI","Cited by","Link","Affiliations","Authors with affiliations","Abstract","Indexed Keywords","Author Keywords","Molecular Sequence Numbers","Chemicals/CAS","Funding Details","Funding Texts","References","Correspondence Address","Editors","Tradenames","Manufacturers","Publisher","Conference name","Conference code","Conference location","Conference date","Sponsors","ISSN","ISBN","CODEN","PubMed ID","Language of Original Document","Abbreviated Source Title","Document Type","Publication Stage","Open Access","Source","EID" "Saltos-Cruz G.; Araque-Jaramillo W.; Saltos-Cruz C.","Saltos-Cruz, Gabriel (57467165400); Araque-Jaramillo, Wilson (57467021300); Saltos-Cruz, Carlos (57673075400)","57467165400; 57467021300; 57673075400","Brand management and business competitiveness: An explanatory study of fundamental processes; [Gestión de marca y competitividad empresarial: Un estudio explicativo de procesos fundamentales]","2022","Revista Venezolana de Gerencia","27","7","","186","202","16","10.52080/rvgluz.27.7.13","0","https://www.scopus.com/inward/record.uri?eid=2-s2.0-85129748068&doi=10.52080%2frvgluz.27.7.13&partnerID=40&md5=7ab6e08bf9f88fe11a4cee81b5dc34fe","Universidad Andina Simón, Bolívar, Ecuador; Universidad Técnica de Ambato (UTA), Ecuador","Saltos-Cruz G., Universidad Andina Simón, Bolívar, Ecuador; Araque-Jaramillo W., Universidad Técnica de Ambato (UTA), Ecuador; Saltos-Cruz C., Universidad Andina Simón, Bolívar, Ecuador, Universidad Técnica de Ambato (UTA), Ecuador","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. © 2022, Universidad del Zulia. All rights reserved.","Ecuador; business; comparative study; competitiveness; correlation; empirical analysis; quantitative analysis; survey method; textile industry","Brand value; business competitiveness; structural equations","","","","","García, M., Gómez, J., & Martínez, A. (2010). Importancia de la marca paraguas y el made in en la competitividad internacional del granito. Cuadernos de Gestión, 10(2), 29-42. https://doi:10.5295/cdg.100153mg; Aaker, D. (1996). Construir marcas poderosas. Barcelona: Editorial Gestión 2000 S.A. doi:h-ttps://books.google.com.cu/ books?id=nCaNkN5GuKoC&print-sec=frontcover&hl=es&source=-gbs_ge_summary_r&cad=0#v=one-page&q&f=falsehttps://books.google. com.cu/books?id=nCaNkN5GuKo-C&printsec=frontcover&hl=es&sour-ce=gbs_ge_summary_r&cad=0#-v=onepage&q&f=false; Aaker, D. (2005). Estrategias de Marca. España: Editorial ESIC.; Aaker, D., & Biel, A. (1993). Brand Equity & Advertising: Advertising’sRole in Building Strong Brands (Advertising and Consumer Psychology). Editorial Erlbaum. https://books.google.com. cu/books?redir_esc=y&hl=es&id=K_ fsAAAAMAAJ&focus=searchwithin-volume&q=brand+equity; Alameda, O., Olarte Pascual, C., Reinares, & Saco. (2006). Notoriedad de marca y medios de comunicacion. Market Economic & Business Journal, 6(1), 13-26. doi:https://www.esic.edu/documentos/revistas/ esicmk/070118_130317_E.pdf; Ato, M., López, J., & Benavente, A. (2013). Un sistema de clasificación de los diseños de investigación en psicología. Anales de psicología, 29(3), 1038-1059. https://doi/10.6018/analesps.29.3.178511; Barreiros, R. (2018). Consumer-based brand equity of products and services: Assessing a measurement model with competing brands. Revista Brasileira de Marketing, 17(2), 150-165. https://doi.org/10.5585/remark. v17i2.3547; Bertalanffy, l. (1989). Teoría General de los Sistemas. Nueva York: Editorial Fondo de Cultura Económica. https://cienciasyparadigmas. files.wordpress.com/2012/06/teoria-general-de-los-sistemas-_-fundamentos-desarrollo-aplicacionesludwig-von-bertalanffy. pdf; Bilan, Y., Lyeonov, S., Lyulyov, O., & Pimonenko, T. (2019). Brand Management and Macroeconomic Stability of country. Polish Journal of Management Studies, 19(2), 61-74. https://doi.org/10.17512/pjms.2019.19.2.05; Buil, I., Martínez, E., & De Chernatony, L. (5 de Marzo de 2010). Medicion de valor de marca desde un enfoque formativo. Cuadernos de Gestion, 10(especial), 167-196. https://doi. org/10.5295/cdg.100204ib; Byrne, B. (2009). Structural equation modelling with AMOS: Basic concepts, applicationsand programming. New York: Routledge/ Taylor and Francis.; Capriotti, P. (2009). Branding corporativo: Fundamentos para la gestión estratégica de la Identidad Corporativa. Editorial Colección de libros de la Empresa. http://www. analisisdemedios.com/branding/ BrandingCorporativo.pdf; Chailan, C., Boyer, A., & Calderón, L. P. (2003). Portafolio de marcas: Un marco conceptual. Cuadernos de difusión, 8(15), 24-38. http://jefas. esan.edu.pe/index.php/jefas/article/view/145/136; Costa, J. (2010). La marca: creación, diseño y gestión. Mexico: Editorial Trillas. http://www.gandhi.com.mx/la-marca-creacion-dise-o-y-gestion; Diago, A., Chávez, D., & Urrutia, R. (2020). Estrategia de gestión de marca para el ingreso de la panela Panelcauca a segmentos Premium. Revista Venezolana de Gerencia (RVG), 579-596. https://www. produccioncientificaluz.org/index. php/rvg/article/view/35211; Donoso, M. (2015). La importancia de estudiar los factores psicologicos en la fijacion e implantación de la estrategia empresarial. NBR Journal, 11(21), 23-28. https://doi. org/10.15381/quipu.v11i21.5485; Ferreiro, É., Fuentes, L., & Morere, N. (2021). Museums and climate action: a special issue of Museum Management and Curatorship. Museum Management and Curatorship, 35(6), 584-586. https://doi.org/10.1080/09647775.2020.184 2235; Foro Económico Mundial (2015). The Global Competitiveness Report 2014-2015. Ginebra: WorldEconomicForum.; Fuentes, L. (2006). Aproximación a los factores determinantes de la competitividad de la empresa de distribución comercial. Santa Cruz de Tenerife: Universidad de La Laguana.; García, M. (2005). Arquitectura de Marcas. Editorial ESIC. doi:https://www.researchgate.net/publication/41053244_Arquitectura_ de_marcas_modelo_general_de_ la_construccion_de_marcas_y_ gestion_de_sus_activos_M_Martin_ Garcia_prol_de_F_Parra_Guerrero; Hernández, G. (2020). Diagnosis organizacional como modelo de desarrollo sostenible y competitivo. Revista Científica Electrónica de negocios Negotium, 16(47), 13-22. http://doi.org/10.5281/zenodo.4766394; Jöreskog, K., & Sörbom, D. (1982). 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Modelización con estructuras de covarianzas en ciencias sociales. Temas esenciales, avanzados y aportaciones especiales. Gesbiblo.; Melnyk, T., & Varibrusova, A. (2019). Variable indicators affecting the country’s brand strategy effectiveness and competitiveness in the world. Management Science Letters, 9(1), 1685-1700. https://doi. org/10.5267/J.MSL.2019.5.019; Morales, M., Romero, J., & Andrade, N. (2002). Competitividad de la industria de la confección del Municipio Maracaibo – Estado Zulia. Revista de Ciencias Sociales (RCS), 8(3), 464-485. https://doi.org/10.31876/rcs.v8i3.25195; Nguyen, M., & Khoa, B. (2020). Improving the Competitiveness of Exporting Enterprises: A Case of Kien Giang Province in Vietnam. Journal of Asian Finance, Economics and Business, 7(6), 495-508. https://doi.org/10.13106/jafeb.2020.vol7. no6.495; Saltos, J., Carvajal, P., & Ganán, B. (2018). Factores determinantes de la competitividad. Ciencia Digita, 1-15.; Saltos, J., Jiménez, W., & Jiménez, E. (2016). La imagen de marca como vector de posicionamiento en PYMES: caso sector. Publicando, 3(9), 791-802. https://www. rmlconsultores.com/revista/index. php/crv/article/view/469; Scott, D. (2002). La marca: Máximo valor de su empresa. Editorial Pearson Educación. http://www.bibvirtual.ucb. edu.bo/opac/Record/12500/Details; Tello, E., & Perusquia, J. (2016). Inteligencia de negocios: estrategia para el desarrollode competitividad en empresas de base tecnológica. Contaduría y Administración, 61(1), 127 158. http://www.redalyc.org/articulo.oa?id=39543184008; Varela, J., & Lévy, J. (2006). Modelización con estructuras de covarianzas en ciencias sociales. Madrid: Netbiblo.; Vargas, P. (2021). Influencer Marketing. Conecta tu marca con tu público. Lid Editorial, España. TELOS: Revista de Estudios Interdisciplinarios en Ciencias Sociales, 194-198. https://doi.org/10.36390/telos231.15; Vásquez, G., Guerrero, J., & Núñez, T. (2014). Gestión de conocimiento, capital intelectual y competitividad en pymes manufactureras en México. Revista Retos, 7(1), 29-43. https://doi.org/10.17163/ret.n7.2014.04","","","","","Universidad del Zulia","","","","","","13159984","","","","Spanish","Rev. Venez. Gerencia","Article","Final","All Open Access; Gold Open Access","Scopus","2-s2.0-85129748068"