https://doi.org/10.53766/VIGEREN/2022.21.03.06

La presente investigación analiza las asociaciones negativas que tienen las marcas automotrices premium o de lujo en el crecimiento en ventas de las marcas líderes por volumen, bajo el modelo de valor de marca y la cuota de mercado. Mediante un análisis de correlaciones y una prueba de hipótesis, se encontró que las marcas premium tienen mayores crecimientos en ventas que sus homólogas, que compiten por cantidades y precios, e inciden negativamente en el crecimiento en ventas de las marcas líderes por volumen. Sin embargo, la estrategia de múltiples marcas ayuda a reducir la intensidad de la rivalidad entre ellas, específicamente en la marca premium o de lujo que sostiene la empresa dominante. Finalmente, se concluye que el crecimiento de las marcas premium está asociado al consumo conspicuo o hedónico y la sustitución de marcas en tiempos de contracción de consumo.

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