Abstract

ARAYA-PIZARRO, Sebastián. Brand value of Chilean pisco: contributions from the Pisco region of Chile. Retos [online]. 2022, vol.12, n.23, pp.139-159. ISSN 1390-8618.  https://doi.org/10.17163/ret.n23.2022.09.

In the current competitive environment of pisco industry, it´s essential to differentiate the offer in the market. In this context, the brand represents an attribute of significant value that allows the consumer to identify the origin of the good and, to the company to differentiate its products and services. The aim of this research was to analyze the brand value of Chilean pisco (the most important Chilean distillate) in the main pisco area of the country: Coquimbo Region. A questionnaire was developed, based on the multidimensional brand value model of Aaker (1991), which was applied to a probabilistic sample of 254 consumers. The results showed that the factors with the greatest and least relevance are of behavioral type: notoriety and brand loyalty, respectively. This would reveal a customer who recognizes the characteristics of the product (cognitive loyalty), but that doesn’t necessarily buy the product (behavioral loyalty). In addition, the examination of the variables according to the participant’s profile, allowed to find significant differences, according to sex and income (in the notoriety dimension); and age (in the perceived quality and brand associations dimensions). It’s concluded that there are determinant attributes of brand value for consumers, whose right management would allow improving the positioning and competitiveness of Chilean pisco in the market.

Keywords : Brand equity; brand loyalty; quality; Aaker model; consumer profile; distillate; pisco; Chile.

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