Influence of perceived quality and brand equity on legitimacy

Abstract

The management of intangible assets is fundamental for the survival of organizations, with the perceived quality and brand equity being two of these assets. This work seeks to answer the question: are perceived quality and brand equity antecedents of legitimacy in the organization? A quantitative analysis is developed, making use of structural modeling. It is confirmed that the management of both intangible assets is fundamental to ensure good social results in organizations, by increasing their legitimacy. The main limitation of the work is associated with the characteristics of the companies that make up the sample, which constitutes a future line of research that allows us to continue delving into the relationships analyzed.