Resumo

COLMENARES DELGADO, Óscar Augusto  e  SAAVEDRA TORRES, José Luis. Methodological approach to measuring brand capital: Case study: pharmacy chains in Venezuela. Cuad. Adm. [online]. 2007, vol.20, n.33, pp. 203-228. ISSN 0120-3592.

The purpose of this paper is to develop a methodological approach to measuring the value of the brand capital that exists in a specific economic sector, by validating the scale proposed by Yoo and Donthu (2001) in a socio-cultural context other than the one in which it was developed. The research is aimed at presenting an expeditious method to give marketing managers a useful value measurement tool that they can rely on and one that can also measure the impact that the company communications efforts have had on the brand capital. The research used the Venezuelan pharmacy sector. The study obtained mixed results. Methodologically speaking, a more direct approach was validated, which enables time savings for companies that carry out studies of this nature. But from a practical point of view, for the four dimensions of brand capital analyzed, no constant, uniform high value was observed in any chain. On the contrary; there was mixed behavior, which confirms that brand capital is a set of perceptions and associations in the consumer’s mind.

Palavras-chave : Brand; brand capital; pharmacy chains; scale; validity.