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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"
}
Title: Relación entre el brand image y brand love en las marcas deportivas
Advisor(s): Bazo Quintana, Pedro Vicente
Keywords: Imagen de marca; Identidad de marca; Posicionamiento de marca; Brand image; Brand identity; Brand positioning
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.04
Issue Date: 8-Jul-2021
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: En un mercado tan competitivo como el actual, ser solamente una marca no es suficiente para destacar ante los demás. Es por ello que cada vez más marcas buscan convertirse en lovemarks y conseguir un buen posicionamiento en la mente del consumidor, esto se logra desarrollando una relación con sus consumidores hasta el punto de generar brand love. El brand love de una marca es importante para el proceso de generar lovemarks, para lograrlo es necesario desarrollar una experiencia de marca e imagen de marca positivas ante el consumidor. El objetivo del estudio presentado a continuación consiste en el análisis de la relación entre el brand image, brand experience y brand love con respecto a las marcas deportivas. Las marcas deportivas cuentan con una facilidad superior a otros rubros para la obtención de lovemarks, debido a que una marca deportiva suele representar a deportistas o grupos deportivos con gran apego emocional. Se requiere un estudio cuantitativo que incluirá a 400 personas las cuales usan productos de marcas deportivas y se sienten representadas por ellas.
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.
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.
Link to repository: http://hdl.handle.net/10757/658972
Discipline: Comunicación y Marketing
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Bachiller en Comunicación y Marketing
Register date: 16-Feb-2022
This item is licensed under a Creative Commons License