Percepción ética de la marca y valor de marca
Análisis comparativo del Global 100 Ranking y del Best Global Brand Ranking
Resumen
Objetivo: El objetivo de este estudio es analizar si las marcas percibidas como éticas son, a la vez, las que tienen mejores resultados económicos y un mejor valor de marca. Las marcas éticas son percibidas positivamente por parte de la sociedad porque tienen un impacto positivo a nivel medioambiental y social. Sin embargo, a pesar de que los consumidores estén dispuestos a realizar compras sostenibles, a menudo esta actitud no se convierte en la mejor opción de compra. La brecha actitud-comportamiento está asociada con impulsores o barreras personales y psicológicas que promueven o restringen los comportamientos de compra éticos, como por ejemplo el precio, el alcance, el portfolio de productos, etc., así que el valor de marca y los resultados económicos de las empresas no están relacionados con la percepción ética de la marca.
Metodología: Después de haber elaborado una revisión de la literatura, hemos aplicado un análisis comparativo y descriptivo de dos rankings que posicionan el uno la percepción de marca teniendo en cuenta criterios de sostenibilidad medioambiental y social (ranking Global 100) y el otro los resultados económicos de las mismas empresas y su valor de marca (ranking Best Global Brand). El marco temporal del estudio abarca desde 2018 a 2022.
Resultados: Los resultados no confirman las primeras dos hipótesis planteadas:
Hp 1: Las marcas éticas que cumplen con los más altos estándares de sostenibilidad medioambiental, social y económicos son las marcas más valiosas.
Hp. 2: Las marcas éticas que cumplen con los más altos estándares de sostenibilidad medioambiental, social y económicos son las que tienen mejores resultados económicos.
Sin embargo, avalan la tercera hipótesis:
Hp. 3: Existe una brecha entre la percepción ética de la marca y el consumo real de productos de marcas éticas que determina su valor económico.
Limitaciones e Implicaciones: Las implicaciones y conclusiones de este estudio cubren la necesidad, identificada en la más actualizada agenda de investigación, de entender mejor las dinámicas del consumo ético y de las marcas éticas y a la vez de aceptar que hay una brecha entre las crecientes tendencias de consumo ético y la conversión en el incremento del valor de marca. Una vez identificada y analizada esta brecha actitud- comportamiento, será más fácil encontrar los elementos impulsores para un incremento de consumo de productos éticos y de puesta en valor de las marcas éticas.
Contribución: La contribución y originalidad de este estudio radica en explicitar que la percepción ética de una marca puede ser un atributo positivo sin, a la vez, asegurar unos mejores resultados económicos y una mejor valoración de marca, debido, entre otros factores, a una “brecha actitud- comportamiento” que afecta el consumo real de los productos.
Citas
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