Resumen

ECHEVERRIA RIOS, Osiris María  y  MEDINA-QUINTERO, José-Melchor. Brand Image in Quality Perception of Consumer of Compact Cars. Investig. adm. [online]. 2016, vol.45, n.117. ISSN 2448-7678.

At present brand image has influenced major industries, Mexico is no exception, being the automotive industry in growth, development lies mainly in consumer behavior. Therefore, the objective of the study is to determine the effect of brand image in the perception of quality. To measure this effect, a questionnaire that is applied directly to consumers compact car, later statistically analyzed by linear regression analysis is developed. The results show that the image reputation greater impact on the perception of functional quality, while affective image does not influence the perception of technical quality.

Palabras llave : Brand image; quality perception; functional image; affective image; reputation.