Percepción de las fuentes de valor de la marca TAP Portugal desde la perspectiva de sus clientes
DOI:
https://doi.org/10.57883/thij4(1)2015.30257Palabras clave:
Valor de marca, TAP Portugal, Fidelidad, Calidad percibida, Notoriedad, Asociaciones de marcaResumen
En una economía global sujeta a una dinámica de mercado cambiante y a una competencia creciente, el papel de las marcas nunca ha sido tan importante. En los últimos años, hemos asistido al aparente triunfo del concepto de marca: todo el mundo está motivado para autoidentificarse. Su importancia económica y social en la escena nacional e internacional es absolutamente innegable. Las marcas sirven de mapa orientador de los comportamientos de compra y, cuando se gestionan de forma adecuada, generan un valor significativo para sus poseedores. Hoy en día existen dos enfoques que dirigen los estudios en este ámbito, la determinación del valor financiero de la marca y el valor percibido de una marca por los consumidores y es en este segundo enfoque en el que nos centraremos en este artículo. Las compañías aéreas se enfrentan hoy en día a grandes retos, que han sido constantes desde los años 80. Esto ha llevado a varias compañías a unirse en fusiones, integrándose en alianzas globales, reforzando así su posicionamiento, y enfrentándose también a la competencia de las compañías aéreas de bajo coste. Nuestro estudio se centra en la compañía TAP Portugal, que es actualmente la aerolínea de bandera portuguesa y la mayor compañía aérea de Portugal. Incluso con la feroz competencia de las aerolíneas de bajo coste, los vuelos chárter y la competencia de las grandes compañías internacionales ya posicionadas, que es muy conservadora, la empresa sigue dominando, pero ¿cómo? ¿Cuáles son los factores valorados por los consumidores que les hace elegir esta compañía y darle mayor valor? Esta es una pregunta que pretendemos responder con este estudio.
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