<?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>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782016000100001</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand Image in Quality Perception of Consumer of Compact Cars]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Echeverría Ríos]]></surname>
<given-names><![CDATA[Osiris María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina-Quintero]]></surname>
<given-names><![CDATA[José-Melchor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2016</year>
</pub-date>
<volume>45</volume>
<numero>117</numero>
<fpage>0</fpage>
<lpage>0</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782016000100001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782016000100001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782016000100001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la actualidad la imagen de la marca ha influido en las grandes industrias, México no es la excepción, al ser la automotriz una industria en crecimiento, su desarrollo reside principalmente en el comportamiento de los consumidores. Por tanto, el objetivo del estudio es determinar el efecto que tiene la imagen de marca en la percepción de la calidad. Para medir este efecto, se desarrolla un cuestionario que es aplicado directamente a los consumidores de autos compactos, para posteriormente analizarse estadísticamente por medio del análisis de regresión lineal. Los resultados evidencian que la imagen reputación afecta en mayor grado la percepción de la calidad funcional, en tanto que la imagen afectiva no influye en la percepción de la calidad técnica.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Imagen de marca]]></kwd>
<kwd lng="es"><![CDATA[percepción de calidad]]></kwd>
<kwd lng="es"><![CDATA[imagen funcional]]></kwd>
<kwd lng="es"><![CDATA[imagen afectiva]]></kwd>
<kwd lng="es"><![CDATA[imagen de reputación]]></kwd>
<kwd lng="en"><![CDATA[Brand image]]></kwd>
<kwd lng="en"><![CDATA[quality perception]]></kwd>
<kwd lng="en"><![CDATA[functional image]]></kwd>
<kwd lng="en"><![CDATA[affective image]]></kwd>
<kwd lng="en"><![CDATA[reputation]]></kwd>
</kwd-group>
</article-meta>
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