<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232021000300364</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2021.160.3966</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand authenticity, its effect on brand image and reputation of beer products in Mexico]]></article-title>
<article-title xml:lang="pt"><![CDATA[A autenticidade da marca e seu efeito na imagem e reputação da marca de produtos de cerveja no México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Echeverría-Ríos]]></surname>
<given-names><![CDATA[Osiris María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina-Quintero]]></surname>
<given-names><![CDATA[José Melchor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Abrego-Almazán]]></surname>
<given-names><![CDATA[Demian]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Politécnica Metropolitana de Hidalgo Licenciatura en Comercio Internacional y Aduanas ]]></institution>
<addr-line><![CDATA[Tolcayuca ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas Facultad de Comercio y Administración Victoria ]]></institution>
<addr-line><![CDATA[Ciudad Victoria ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas Facultad de Comercio y Administración Victoria ]]></institution>
<addr-line><![CDATA[Ciudad Victoria ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2021</year>
</pub-date>
<volume>37</volume>
<numero>160</numero>
<fpage>364</fpage>
<lpage>374</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232021000300364&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232021000300364&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232021000300364&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación. Clasificación JEL: M31; M37.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Brand authenticity has become a relevant aspect for the consumer; therefore, the purpose of the study was to determine its influence on the brand image and reputation of beer products. To this, a questionnaire was applied to 200 consumers in the Northeast region of Mexico. Data analysis was through structural equations and categorical moderation with the partial least squares technique. The results indicate that authenticity-commitment to quality and authenticity-sincerity affect brand image and reputation; in contrast, authenticity-heritage does not influence brand image or reputation. Categorical restraint points to differences in sex in terms of authenticity-heritage and reputation.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A autenticidade da marca tornou-se um aspecto relevante para o consumidor, portanto, o objetivo do estudo é determinar sua influência na imagem e reputação da marca dos produtos cervejeiros. Para tanto, foi aplicado um questionário na região Nordeste do México a 200 consumidores. A análise dos dados se deu por meio de equações estruturais e moderação categórica com a técnica de Partial Least Squares (PLS). Os resultados indicam que autenticidade-compromisso com a qualidade e autenticidade-sinceridade afetam a imagem e a reputação da marca; em contraste, a herança da autenticidade não influencia a imagem ou reputação da marca. A restrição categórica aponta para diferenças no sexo em termos de herança de autenticidade e reputação.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[autenticidad]]></kwd>
<kwd lng="es"><![CDATA[imagen]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[cerveza]]></kwd>
<kwd lng="en"><![CDATA[authenticity]]></kwd>
<kwd lng="en"><![CDATA[image]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[beer]]></kwd>
<kwd lng="pt"><![CDATA[autenticidade]]></kwd>
<kwd lng="pt"><![CDATA[imagem]]></kwd>
<kwd lng="pt"><![CDATA[marca]]></kwd>
<kwd lng="pt"><![CDATA[cerveja]]></kwd>
</kwd-group>
</article-meta>
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