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Aproximación teórica de la lealtad de marca: enfoques y valoraciones

Author

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  • Colmenares, Oscar A.
  • Saavedra, José L.

Abstract

[ES] El concepto de lealtad no es nuevo en el mercadeo, por el contrario ha sido uno de los temas más investigados, sin embargo no se ha llegado a unificar criterios sobre su definición por ser un fenómeno complejo. Inicialmente, el estudio de la lealtad se abordó desde dos corrientes diferentes: como una actitud, donde se dan cabida sentimientos y afectos positivos a favor de una marca; como un comportamiento efectivo, materializado en compras repetidas de la misma marca. Luego, se consideró una corriente que plantea que la medición de la lealtad no concierne exclusivamente a la valoración del comportamiento de recompra o al compromiso, sino a ambos. El objetivo de este artículo es el describir los aspectos más relevantes del concepto de lealtad de marca, a partir de la revisión y análisis teórico, específicamente su definición, enfoques, métodos de medición y tipos, para presentar algunas consideraciones finales.

Suggested Citation

  • Colmenares, Oscar A. & Saavedra, José L., 2007. "Aproximación teórica de la lealtad de marca: enfoques y valoraciones," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
  • Handle: RePEc:ehu:cuader:7523
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    File URL: https://addi.ehu.es/handle/10810/7523
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    More about this item

    Keywords

    lealtad de marca; enfoques de lealtad de marca; medición de la lealtad de marca; brand loyalty; brand loyalty approach; brand loyalty measurement;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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