IDEAS home Printed from https://ideas.repec.org/a/ucc/reveco/num_4_feb_2011_002.html
   My bibliography  Save this article

El amor por la marca: Lovemark

Author

Listed:
  • Abigail Domínguez Orozco

    (Alumna de la Maestría en Mercadotecnia y Publicidad de la Universidad Cristóbal Colón)

Abstract

La marca se ha convertido en un estilo de vida, un tipo de status. Una lovemark es algo más que una marca, un sentimiento, aquello por lo que sus consumidores promueven y defienden. En este artículo se analizan diversos rasgos de personalidad que conforman a una lovemark. Se evalúan marcas de ropa y se llega a la conclusión que los rasgos asociados a la sofisticación son los más importantes en el mercado analizado

Suggested Citation

  • Abigail Domínguez Orozco, 2011. "El amor por la marca: Lovemark," Revista Observatorio Calasanz, Universidad Cristobal Colon, Dpto. de Investigacion y Posgrado, vol. 2(4), pages 220-227, Febrero.
    • Handle: RePEc:ucc:reveco:num_4_feb_2011_002
    as

    Download full text from publisher

    File URL: http://repec.ver.ucc.mx/documents/num_4_feb_2011_002.pdf
    Download Restriction: no
    ---><---

    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:ucc:reveco:num_4_feb_2011_002. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Juan Antonio Vela Aguilar (email available below). General contact details of provider: https://edirc.repec.org/data/ceuccmx.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.