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Cooperatives in Ecuador, being immersed in a highly competitive market, must generate value on their financial products or services, which can be analyzed based on the proper management of their brand through means of digital interaction linked to the association that users possess on a particular brand. The objective of this research was to investigate the influence of relationship marketing (RMO) on the brand value of the Savings and Credit Cooperative “Ambato”, to determine the association factors of the brand and to evaluate their degree of relationship. The qualitative approach allowed to establish the parameters of the measurement instrument. Through the quantitative approach, the information was collected and the construct validated. The main result found was that relationship marketing in social networks significantly influences the brand value of the cooperative “Ambato”. It is concluded that loyalty is the main association factor in social networks that is based on the perceived satisfaction and value that is added through brand management.

Valor de marca: un análisis de factores de asociación en redes sociales (caso de estudio cooperativista)