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Correlación entre dimensiones de personalidad de marca y la marca emocional

Author

Listed:
  • José Luis Saavedra Torres
  • Oscar Colmenares
  • José Luis Pirela

Abstract

Los resultados de la investigación permiten explicar la relación entre los conceptos teóricos de Personalidad de Marca y Marca Emocional. Se han utilizado las Cadenas de Farmacias y los Centros Comerciales como productos de referencia.Se adoptó un muestreo no probabilístico accidental, para totalizar 554 muestras a través de la aplicación de un cuestionario vía entrevistas personales y correo electrónico. Para el procesamiento de los datos se aplicó un análisis de correlación de rangos de Spearman entre los rasgos de las dimensiones de personalidad y las referencias de marca emocional. El 98,5 % de los pares de correlación estudiados presentaron valores superiores a α = 0,48, que no evidenció una asociación signifi-cativa entre las variables de estudio; esto lleva a concluir que en este caso no existe una clara asociación entre marca emocional y personalidad de marca.

Suggested Citation

  • José Luis Saavedra Torres & Oscar Colmenares & José Luis Pirela, 2007. "Correlación entre dimensiones de personalidad de marca y la marca emocional," Revista Ad-Minister, Universidad EAFIT, July.
    • Handle: RePEc:col:000475:012211
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    File URL: http://publicaciones.eafit.edu.co/index.php/administer/article/view/589/518#.VDKcIWd5ONQ
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    Citations

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    Cited by:

    1. Luis Araya-Castillo & Manuel Antonio Escobar-Farfan, 2015. "Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo," Revista Ad-Minister, Universidad EAFIT, issue 27, pages 53-73, October.

    More about this item

    Keywords

    Marca; personalidad de marca; marca emocional; rasgos de personalidad.;
    All these keywords.

    JEL classification:

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

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