Drivers of Value in the Beer Market: Comparing an Imported and a National Brand

摘要: 1. Introduction Today, Spain is the fourth largest producer of beer in European Union and ninth world. The brewing industry a key economic sector within Spanish agribusiness considered beverage for social gathering its consumption integrated into patterns Mediterranean way living. Within territory there are 6 large groups, group Mahou, Heineken Espana, Damm Group, followed by other smaller brewery companies. Moreover, it should be stressed presence National Association Brewing Companies, entity that composed represents all groups industry. exports amounted 2010 up to 902.575hl, reach over 75 million euros sales outside national territory. Nevertheless, if we analyze total Spain, data show 92% domestically produced. This research aims two different objectives. In first place, obtain an approximation profile consumer, secondly, compare Brand Equity imported brand. So, this study has been structured as follows. It begins with theoretical framework, then sets out section four, methodology analyzed. Then, fifth section, present results, continue conclusions. 2. Antecedents Theoretical Framework 2.1 Concept brand become one main intangible assets companies (Keller Lehmann, 2003). A very relevant aspect understand value brands, especially from consumers' standpoint. For purpose, several models, characterized selection variables related consumer behavior, perceptions preferences (Aaker, 1991, 1996; Keller, 1993). most recent literature on focused developing models measurement Equity, well analysis determining (Yoo Donthu, 2002; Pappu, et al, 2005). According equity lies minds consumers (Leone 2006), authors like Aaker (1991, 1996) Keller (1993, 2007) have proposed measuring use preferences. Among these number researches emphasize multidimensional nature (Lassar al., 1995; Agarwal Rao, 1996, Kim 2008). Out worth mentioning those (1993), since they had great acceptance 2001; Pappu 2005, 2007; Jung Sung, (1991), concept, which could defined set linked brand, name or logo, either add reduce provided product service offered company customers. Following consists five dimensions awareness, loyalty, perceived quality, associations -or image-, finally, Below, each dimensions. awareness concept recognition recall particular their ability identify some situations (Rossiter Percy, 1987). role depends level notoriety reached market; so higher reputation, greater likelihood would purchase (Nedungadi, 1990). Other authors, such Hoyer (1990), point who capable recognize remember determinate given category, more likely buy it, because products familiar brands usually preferred less familiar. …