Citas bibligráficas
Chialchia, M., Grados, M. (2021). Relación entre el brand image y brand love en las marcas deportivas [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658972
Chialchia, M., Grados, M. Relación entre el brand image y brand love en las marcas deportivas [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658972
@misc{renati/398511,
title = "Relación entre el brand image y brand love en las marcas deportivas",
author = "Grados Pezzia, Matías Alejandro",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In today's competitive market, being just a brand is not enough to stand out from the rest. That is why more and more brands seek to become lovemarks and achieve a good positioning in the consumer's mind, this is achieved by developing a relationship with their consumers to the point of generating brand love. The brand love of a brand is important for the process of generating lovemarks, to achieve this it is necessary to develop a positive brand experience and brand image to the consumer. This paper analyze the relationship between brand image, brand experience and brand love with respect to sports brands. Sports brands have a higher facility to obtain lovemarks than other categories, due to the fact that a sports brand usually represents sportsmen or sports groups with great emotional attachment. A quantitative study is required that will include 400 people who use sports brand products and feel represented by them.
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