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Relacionamiento de marca: análisis de perspectivas y trascendencia en la gestión

Author

Listed:
  • Mejía, Juan Camilo

    (Universidad de Valencia)

  • Rosas, Mario Fernando Arcos

    (Universidad de Nariño)

Abstract

El presente artículo de revisión, describe y analiza el estado de la investigación concerniente al Relacionamiento de Marca (Brand Relationship) en el mundo, a partir de la exploración de artículos en inglés publicados en revistas que están catalogadas en ABI Inform (Proquest), Web of Science (WoS) y Scopus (Elsevier) en el periodo comprendido entre 2000 y 2020. Se construyó una base de datos de aproximadamente 143 artículos con el ano en que fue publicado el documento, el autor, el nombre de la revista, el país y el método empleado en el estudio. Se puede observar luego de la revisión que en los últimos anos ha tomado fuerza el tema y existe una proliferación de artículos relacionados directamente con el campo tratado o con sus dimensiones, sin embargo, empiezan a existir controversias sobre postulados previos de autores renombrados en el tema. De esta forma se discuten las diferentes dimensiones del tópico junto con su concepto principal, lo que se está investigando y el aporte que esto tiene para los gerentes de marca, concluyendo con algunas brechas de investigación futuras.

Suggested Citation

  • Mejía, Juan Camilo & Rosas, Mario Fernando Arcos, 2020. "Relacionamiento de marca: análisis de perspectivas y trascendencia en la gestión," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 242-265, July.
    • Handle: RePEc:col:000520:018574
    DOI: 10.22267/rtend.202102.149
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    References listed on IDEAS

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    1. Ricardo Cayolla & Sandra Maria Correia Loureiro, 2014. "Fans club brand relationship: football passion," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 12(1), pages 82-97.
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    3. Hans Rüdiger Kaufmann & Cid Gonçalves Filho & Christiane Rocha e Silva & Plínio Rafael Reis Monteiro, 2019. "Consumer-brand relationship development in the automotive market: an integrative model," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 19(3/4), pages 321-340.
    4. Agnès Nairn & Robert Heath & David Brandt, 2006. "Brand relationships: strengthened by emotion, weakened by attention," Post-Print hal-02311769, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    relacionamiento de marca; personalidad de marca; gestión de marca; dimensiones de marca; identidad de marca; valor de marca;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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