Brand reputation on brand image of beer in Mexico: An exploratory analysis
DOI:
https://doi.org/10.29105/rinn15.29-2Keywords:
beer, brand image, brand reputationAbstract
Reputation of brands has become a relevant aspect for companies, thanks to the consumer purchasing decision. The purpose of this research is to identify the effect of the Reputation on the Brand Image of beer in Mexico. To achieve the objective, a quantitative research was designed, and a questionnaire was applied in the state of Tamaulipas (Mexico) to 329 consumers. The methodology used for the statistical treatment of the data is through a linear regression through the SPSS version 21. The result indicates a positive effect of the reputation on the image of the beers of the Mexican market, significant at 0.01 by consumers of the region.
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