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Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

Washington Macias (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politecnica del Litoral, Guayaquil, Ecuador)
Katia Rodriguez (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politecnica del Litoral, Guayaquil, Ecuador)
Flavio Arosemena-Burbano (Graduate School of Law, Universidad de Especialidades Espiritu Santo, Samborondon, Ecuador)
Donald Zhangallimbay (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politecnica del Litoral, Guayaquil, Ecuador)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 9 November 2021

63

Abstract

Purpose

The purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the proposed marketing variables: awareness, associations and evaluation of purchase determinants, and their relationship within the proposed methodology.

Design/methodology/approach

The authors used data from surveys of 482 consumers of two agricultural brands in Ecuador (supplies, equipment and services). The authors applied linear multiple regressions estimated by generalized least squares with heteroskedasticity-robust standard errors. “Intention to repurchase” and “recommend” the brands were selected as dependent variables due to their relationship with brand value.

Findings

Brand awareness and associations positively influence the two dependent variables. However, the interaction between brand awareness and associations is negative, suggesting that, for the upper level of awareness, associations have no effect over intentions. This result holds for both brands. Brand evaluation of purchase determinants was a significant predictor of intentions only for the brand which belongs to a product category in which the purchase decision process is more extensive and with more effort.

Research limitations/implications

This study is focused only on agricultural brands, which limits the generalization of the findings.

Originality/value

The agricultural sector is very important in Ecuador due to its contribution to GDP and employment, and the country's position as the fifth exporter of bananas worldwide. Understanding consumer behavior is important for brands and firms' managers in order to preserve or increase brand value, for which a reliable valuation model is useful.

Keywords

Citation

Macias, W., Rodriguez, K., Arosemana-Burbano, F. and Zhangallimbay, D. (2021), "Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands", Journal of Agribusiness in Developing and Emerging Economies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JADEE-05-2021-0124

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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