Resumen

NARVAEZ LUENGO, Fernando Carlos; LORETO RON, Juan Luis  y  SAAVEDRA TORRES, José Luis. Effectiveness of the Brand Spokesfigure. Case: Venezuelan Beer Sector. Revista Venezolana de Gerencia [online]. 2006, vol.11, n.34, pp.163-180. ISSN 1315-9984.

The main objective of this article is to explore the effectiveness of the brand spokesfigure through the theoretical components of brand building, brand equity and consumer behavior, using the beer market as a reference. The applied qualitative research adopted a non-probabilistic sampling for convenience, using the technique of focus groups. The results permitted determining the consumption and attitude toward the consumption of alcoholic beverages as well as the perception and attitude toward the brand spokesfigures used in the beer sector. The results obtained led to the conclusion that in the case of the beer market, the brand spokesfigure represents an effective resource, especially when it has been personified adequately and has been adapted to the environment of the reference sector, since it possess a high capacity for establishing relations with the consumer. Contradictorily, and quite in spite of its capacity to create a brand image, no powerful evidence was found regarding a direct effect of the brand spokesfigure on sales, which leads to the affirmation that, in the beer market, this promotional resource is not necessarily a determinant for increasing product sales.

Palabras clave : Brand spokesfigure; brand; customer behavior; beer sector.