<?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>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182024000100009</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de la multidimensionalidad del brand equity para el sector bancario: un estudio en la generación Z]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of the multidimensionality of brand equity for the banking sector: a study on generation Z]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Rodríguez]]></surname>
<given-names><![CDATA[Campo Elías]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sotelo-Muñoz]]></surname>
<given-names><![CDATA[Johanna Katherine]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Muñoz-Venegas]]></surname>
<given-names><![CDATA[Ingrid Janeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Aguas]]></surname>
<given-names><![CDATA[Nicolás Fabián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Corporación Universitaria Minuto de Dios-UNIMINUTO  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Corporación Universitaria Minuto de Dios-UNIMINUTO  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Corporación Universitaria Minuto de Dios- UNIMINUTO  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Corporación Universitaria Minuto de Dios-UNIMINUTO  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2024</year>
</pub-date>
<volume>14</volume>
<numero>27</numero>
<fpage>9</fpage>
<lpage>20</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182024000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182024000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182024000100009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: En el escenario competitivo del sector bancario, las actividades de marketing y branding se han convertido en un elemento crucial para el éxito a largo plazo de las instituciones financieras. Desde la gestión del brand equity, la confianza y la lealtad son esenciales, no solo en los procesos operativos con los usuarios, sino en la consolidación de la marca como un activo estratégico. El objetivo de esta investigación fue analizar la multidimensionalidad del brand equity para el sector bancario desde la perspectiva de la generación Z. Se desarrolla un estudio de tipo cuantitativo, analítico y de corte transversal, utilizando el análisis factorial exploratorio y confirmatorio a partir de un instrumento aplicado de forma on line a personas pertenecientes a este segmento generacional. Los hallazgos infieren que el brand equity en el sector bancario dirigido a la generación Z está conformado por las siguientes dimensiones: fidelidad e importancia de la marca (FIM), calidad percibida (CP), asociación de marca (AM), rendimiento de la marca (RM) y conciencia de la marca (CM). Se concluye que el sector bancario debe seguir consolidando su brand equity como actividad estratégica a partir de dichas dimensiones, fortaleciendo el posicionamiento de sus marcas, su participación y su orientación al mercado, garantizando el entendimiento de las necesidades, deseos y comportamientos de la generación Z.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: In the competitive scenario of the banking sector, marketing and branding activities have become a crucial element for the long-term success of financial institutions. From the perspective of brand equity management, trust and loyalty are essential, not only in the operational processes with users, but also in the consolidation of the brand as a strategic asset. The aim of this research was to analyse the multidimensionality of brand equity for the banking sector from the perspective of Generation Z. A quantitative, analytical, and cross-sectional study was carried out, using exploratory and confirmatory factor analysis based on an instrument applied online to people belonging to this generational segment. The findings infer that brand equity in the banking sector aimed at Generation Z is made up of the following dimensions: brand loyalty and importance (BLI), perceived quality (PQ), brand association (BA), brand performance (BP) and brand awareness (BA). It is concluded that the banking sector must continue to consolidate its brand equity as a strategic activity based on these dimensions, strengthening its brand positioning, market share and market orientation, ensuring an understanding of the needs, desires, and behaviours of Generation Z.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[valor de marca]]></kwd>
<kwd lng="es"><![CDATA[sector bancario]]></kwd>
<kwd lng="es"><![CDATA[estrategia de marketing]]></kwd>
<kwd lng="es"><![CDATA[gestión de marca]]></kwd>
<kwd lng="es"><![CDATA[generación Z]]></kwd>
<kwd lng="es"><![CDATA[análisis factorial]]></kwd>
<kwd lng="es"><![CDATA[gerencia]]></kwd>
<kwd lng="es"><![CDATA[gestión de la innovación]]></kwd>
<kwd lng="en"><![CDATA[brand equity]]></kwd>
<kwd lng="en"><![CDATA[banking industry]]></kwd>
<kwd lng="en"><![CDATA[marketing strategy]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[generation Z]]></kwd>
<kwd lng="en"><![CDATA[factor analysis]]></kwd>
<kwd lng="en"><![CDATA[management]]></kwd>
<kwd lng="en"><![CDATA[innovation management]]></kwd>
</kwd-group>
</article-meta>
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