Ficha del artículo
Tipo: Research article
Título
Conocimiento de marca: una revisión teorica
Brand knowledge: a theoretical review
Autoría
Colmenares Delgado, Oscar Augusto ⓘ
Schlesinger , Walesska ⓘ
Saavedra Torres, José Luis ⓘ
Resumen
El mundo académico ha coincidido que el conocimiento de la marca y sus características son fundamentales para generar una relación favorable hacia ella; por lo que ha estudiado este concepto de forma bidimensional. A pesar de que esta variable ha sido aceptada como válida, aun no existe un consenso en cuanto a su delimitación teórica y a su medición. Por ello, este artículo presenta un análisis conceptual del conocimiento de marca, así como de las dimensiones: conciencia e imagen de marca; para finalmente proponer un modelo que relaciona los diversos términos analizados y ubica el conocimiento de marca como elemento del conocimiento del consumidor.
Abstract
The academic world has coincided that the knowledge of the brand and its characteristics are fundamental to generate a favorable relationship between it and customer. Due to this fact, some researchers have studied this concept of two-dimensional form. In spite of this variable has been valid accepted, even a consensus doesn’t exist as for its theoretical delimiting and measurement. The principal aim for this article is to present a conceptual analysis of brand knowledge, as well as, brand conscience and brand image. Finally, to propose a model that relates the analyzed terms and locates brand knowledge as element of the consumer knowledge.
Palabras Clave: Conocimiento de Marca, Conciencia de Marca, Imagen de Marca
Keyword: Brand Knowledge, Brand Awareness, Brand Image
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