Resumo

CALDERON MONGE, MARÍA ESTHER  e  AYUP GONZALEZ, JANNETT. The brand management with market orientation: Overview's franchisees. estud.gerenc. [online]. 2008, vol.24, n.108, pp.61-77. ISSN 0123-5923.

Currently, the final consumer is being studied by administrators and brand manager because the effects of the brand in the market are very important. Besides that, franchises' brand activities, especially in Mexican franchises, have not been enough researched. If we take into account that franchises have an important participation in the economy, and represent a success alternative for growth and expansion to domestic and international markets, it is needed to analyze the brand management influence over the consumer's perception. This will be the main objective of this document. After a theoretical justification, an empirical study is done applying the Structural Equation Modeling to information retrieved by surveys and interviews in an example of Mexican franchisees with at least five years in Mexico in the categories of foods, restaurants and beverages. The statistical results underline the clearly proposal that the internal component of the brand management is determinant in the market; although, it is showed that there are weak internal forces that affect the consumer's positive company perception.

Palavras-chave : Brand management; franchise; market orientation.

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