IDEAS home Printed from https://ideas.repec.org/a/col/000520/018574.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://doi.org/10.22267/rtend.202102.149
    Download Restriction: no
    File URL: https://libkey.io/10.22267/rtend.202102.149?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Agnès Nairn & Robert Heath & David Brandt, 2006. "Brand relationships: strengthened by emotion, weakened by attention," Post-Print hal-02311769, HAL.
    2. Vanitha Swaminathan & Karen L. Page & Zeynep Grhan-Canli, 2007. ""My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 248-259, May.
    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. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    2. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    3. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    4. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    5. Yongrong Xin & Muhammad Irfan & Bilal Ahmad & Madad Ali & Lanqi Xia, 2023. "Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    6. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    7. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    8. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    9. Tsai, Shu-pei, 2011. "Fostering international brand loyalty through committed and attached relationships," International Business Review, Elsevier, vol. 20(5), pages 521-534, October.
    10. Javier Cifuentes‐Faura, 2022. "Efficiency and transparency of Spanish football clubs: A non‐parametric approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 1850-1860, September.
    11. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    12. Emmanuel Mogaji, 2016. "This advert makes me cry: Disclosure of emotional response to advertisement on Facebook," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1177906-117, December.
    13. Bruhn, Manfred & Schwarz, Jürgen & Batt, Verena, 2012. "Swissness als Erfolgsfaktor – Einsatz des Country-of-Origin zur Stärkung von Marken-Konsumenten-Beziehungen und der Markenbindung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(2), pages 153-179.
    14. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    15. Xin Xu & James Y. L. Thong & Viswanath Venkatesh, 2014. "Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market," Information Systems Research, INFORMS, vol. 25(4), pages 710-729, December.
    16. Hall-Phillips, Adrienne & Park, Joohyung & Chung, Te-Lin & Anaza, Nwamaka A. & Rathod, Sandra R., 2016. "I (heart) social ventures: Identification and social media engagement," Journal of Business Research, Elsevier, vol. 69(2), pages 484-491.
    17. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    18. Umesh Ramchandra Raut & Pedro Quelhas Brito, 2014. "An analysis of brand relationship with the perceptive of customer based brand equity pyramid," FEP Working Papers 526, Universidade do Porto, Faculdade de Economia do Porto.
    19. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    20. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000520:018574. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Universidad de Narino (email available below). General contact details of provider: https://edirc.repec.org/data/fenarco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.