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Efectos actuales de la cultura de marcas. Una investigación documental

Author

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  • Samuel David Cepeda Palacio

Abstract

Las marcas comerciales desempenan en la actualidad un rol muy importante en el mundo del comercio y la economía global, en especial debido a la forma como hacen parte del día a día de los consumidores y se convierten en un objeto de lucha constante entre política, Economía, Derecho, publicidad y mercadeo. Esto las convierte en elementos que dinamizan los intercambios y permiten replantear la manera como los seres humanos se relacionan entre sí y con los agentes económicos. El presente artículo evidencia, por medio de un estudio comparativo con revisión documental y entrevistas a expertos, cómo los signos distintivos generan efectos de diverso orden sobre la sociedad y la cultura contemporánea, motivados principalmente por el accionar del mundo del mercadeo y la publicidad.

Suggested Citation

  • Samuel David Cepeda Palacio, 2013. "Efectos actuales de la cultura de marcas. Una investigación documental," Documentos de Trabajo UEC 11485, Universidad Externado de Colombia.
    • Handle: RePEc:col:000139:011485
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    File URL: http://revistas.uexternado.edu.co/index.php?journal=contexto&page=article&op=view&path%5B%5D=3679&path%5B%5D=3761
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