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Revisión de literatura sobre modelos de diagnóstico y evaluación de marca
| dc.contributor.advisor | Bucheli Sandoval, Julián Eduardo | |
| dc.contributor.author | León Vanegas, Cristian David | |
| dc.coverage.spatial | Bogotá | |
| dc.coverage.temporal | 2021 | |
| dc.date.accessioned | 2022-10-06T15:07:28Z | |
| dc.date.available | 2022-10-06T15:07:28Z | |
| dc.date.issued | 2021-12-06 | |
| dc.identifier.uri | http://hdl.handle.net/10823/6650 | |
| dc.description.abstract | En esta investigación se explora el estado del arte en la literatura sobre modelos de diagnóstico y evaluación de marcas con el fin de establecer la relación teórico – empírica de estos. Para ello, se llevó a cabo una revisión sistemática de literatura, basada en los principales criterios del método prisma en la base de datos Scopus con una temporalidad definida de los últimos 13 años (2010 – 2022), con la limitante de que todos los artículos, documentos y escritos estaban planteados en su idioma original o traducidos al inglés. Posteriormente, entre los resultados de la búsqueda, se lograron identificar y priorizar, después de revisar 400 publicaciones académicas 5 modelos relacionados con el diagnóstico y la evaluación de marca. Además, se realiza un análisis entre cada uno de los modelos encontrados, permitiendo identificar sus puntos de convergencia y disimilitud, lo que conlleva a una serie de estimaciones. Finalmente se genera una propuesta de modelo para diagnosticar y evaluar marcas. | spa |
| dc.description.tableofcontents | Revisión de literatura sobre modelos de diagnóstico y evaluación de marca 7 Método. 8 Resultados. 9 Brand health index (BHI) 10 Brand flux model 13 Brand development model for msmes (mi pymes) 16 The brand excellence model (Saba) 22 Modelo de medición del consumer based brand equity 26 Modelos de diagnóstico y evaluación de marcas 34 Modelos de creación de marca 34 Modelos de agencias para la valoración de marcas 34 Discusión 35 Referencias 39 | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.language.iso | spa | spa |
| dc.title | Revisión de literatura sobre modelos de diagnóstico y evaluación de marca | spa |
| dc.type | bachelorThesis | spa |
| dc.type.local | Tesis/Trabajo de grado - Monografía - Pregrado | spa |
| dc.type.driver | info:eu-repo/semantics/bachelorThesis | spa |
| dc.title.translated | Literature review on diagnostic models and brand evaluation | spa |
| dc.subject.proposal | Diagnóstico de marca | spa |
| dc.subject.proposal | Evaluación de marca | spa |
| dc.subject.proposal | Modelos de evaluación | spa |
| dc.subject.lemb | Creación literaria | spa |
| dc.subject.lemb | Experiencia | spa |
| dc.subject.lemb | Propiedad industrial | spa |
| dc.description.abstractenglish | This research explores the state of the art in the literature on diagnostic models and brand evaluation in order to establish their theoretical-empirical relationship. For this, a systematic review of the literature was carried out, based on the main criteria of the prism method in the Scopus database with a defined temporality of the last 13 years (2010 - 2022), with the limitation that all the articles , documents and writings were presented in their original language or translated into English. Subsequently, among the search results, it was possible to identify and prioritize, after reviewing 400 academic publications, 5 models related to brand diagnosis and evaluation. In addition, an analysis is carried out between each of the models found, allowing the identification of their points of convergence and dissimilarity, which leads to a series of estimates. Finally, a model proposal is generated to diagnose and evaluate brands. | spa |
| dc.subject.keywords | Brand diagnosis | spa |
| dc.subject.keywords | Brand evaluation | spa |
| dc.subject.keywords | Evaluation models | spa |
| dc.relation.references | Chu, S., & Keh, H.T. (2006) Brand value creation: Analysis of the Interbrand busiess week brand value rankings. Marketing Letters, 17(4), 323-331. | spa |
| dc.relation.references | Clark, L.A., & Watson, D. (1995) Constructing validity: Basic issues in objective scale development. Psychological Assessment, 7(3), 309-319. | spa |
| dc.relation.references | Foxall, G.R., Wells, V.K., Chang, S.W., & Oliveira-Castro, J.M (2010) Substitutability and independence: Matching analyses of brands and products. Journal of Organizational Behavior Management, 30(2), 145-160. | spa |
| dc.relation.references | Keller, K.L (2001) Editorial: brand research imperatives. Journal of brand management, 9(1), 4-6. | spa |
| dc.relation.references | Keller, K.L & Lehmann, D.R. (2009) Assessing long-term brand potential. Journal of Brand Management, 17, 6-17. | spa |
| dc.relation.references | Keller, K.L. (2013) Strategic brand management; building, measuring, and managing brand equity, 4th edn. London: Pearson Education. | spa |
| dc.relation.references | Keller, K.L. (1998) Strategic brand management, Prentice-hall, Englewood Cliffs, NJ. | spa |
| dc.relation.references | Krake, F. (2005) Successful brand management in SMEs:a new theory and practical hints, Journal of Product and Brand Management, Vol. 14 No. 4, pp. 228-238. | spa |
| dc.relation.references | Kumar, A. & Mehta R. (2021) Brand development and entrepreneur’s role in small businesses, Journal of Research in Marketing and Entrepreneurship, Vol. 23 No. 1, pp. 159-174. | spa |
| dc.relation.references | Lodish, L.M. & Mela, C.F. (2007) If brands are built over years, why are they managed over quarters? Harvard Business Review, 85(7/8), 104-112. | spa |
| dc.relation.references | Madden, T.J., Fehle, F & Fournier, S. (2006) Brands matter: An empirical demonstration of the creation of shareholder through branding, Journal of Academy of Marketing Science, 34(2), 224-235. | spa |
| dc.relation.references | Mirzaei, A., Gray, D., Baumann, C., Johnson, L.W. & Winzar H. (2015) A behavioral long – term-based measure to monitor the health of a brand, Journal of Brand Management. | spa |
| dc.relation.references | Odoom, R., Narteh, B. & Boateng, R. (2017) Branding in small and medium-sized enterprises (SMEs): current issues and research avenues, Qualitative Market Research: An International Journal, Vol. 20 No. 1, pp. 68-89. | spa |
| dc.relation.references | Porto, R. (2018) Consumer based brand equity of products and services: Assessing a measurement model with competing brands. Revista Brasileira de Marketing – ReMark, Vol 17, No 2, pp. 150-165. | spa |
| dc.relation.references | Robert, L., Williams, Jr. & Maktoba O. (2014) Applying brand management to higher education through the use of the Brand Flux ModelTM – the case of Arcadia University, Journal of Marketing for Higher Education, 24(2), 222-242. | spa |
| dc.relation.references | Shahin, A. & Pourhamidi, M. (2020) Brand excellence: a holistic model for brands evaluation and ranking – the case of Isfahan brands, Int. J. Business Innovation and Research, Vol 22, No. 1. pp. 69-86. | spa |
| dc.relation.references | Williams, R. L. Jr. (2012) Branding through renaming for strategic alignment in service organizations (Doctoral dissertation (PhD) thesis). Edinburgh Napier University. | spa |
| dc.publisher.program | Mercadeo y Publicidad | spa |
| dc.type.coar | http://purl.org/coar/resource_type/c_7a1f | spa |
| dc.publisher.faculty | Facultad de Sociedad, Cultura y Creatividad | spa |
| dc.identifier.instname | instname:Politécnico Grancolombiano | spa |
| dc.identifier.reponame | reponame:Alejandría Repositorio Comunidad | spa |
| dc.type.hasversion | info:eu-repo/semantics/acceptedVersion | |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
| dc.identifier.repourl | repourl:http://alejandria.poligran.edu.co | spa |
| dc.type.redcol | https://purl.org/redcol/resource_type/TP | |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | spa |
| dc.type.version | info:eu-repo/semantics/draft | spa |
