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LOVEMARKS: The emotional attachment of loving a brand
dc.contributor.author | Bernal Castillo, Viviana Karina | spa |
dc.date.accessioned | 2015-06-11T18:51:07Z | |
dc.date.accessioned | 2015-07-08T20:52:56Z | |
dc.date.accessioned | 2017-02-10T16:13:12Z | |
dc.date.accessioned | 2017-08-12T15:51:49Z | |
dc.date.available | 2015-06-11T18:51:07Z | |
dc.date.available | 2015-07-08T20:52:56Z | |
dc.date.available | 2017-02-10T16:13:12Z | |
dc.date.available | 2017-08-12T15:51:49Z | |
dc.date.created | 2014 | |
dc.identifier.uri | http://hdl.handle.net/10726/1421 | |
dc.description.tableofcontents | Introduction. Research method. Literature. Empirical method. Results. List of tables. List of figures. List of diagrams. | eng |
dc.format.extent | 72 páginas | spa |
dc.format.mimetype | application/pdf | eng |
dc.language.iso | eng | |
dc.subject.ddc | 659.1 Publicidad | spa |
dc.title | LOVEMARKS: The emotional attachment of loving a brand | eng |
dc.rights.accessrights | info:eu-repo/semantics/restrictedAccess | |
dc.subject.lemb | Branding (Mercadeo) | spa |
dc.subject.lemb | Posicionamiento (Publicidad) | spa |
dc.subject.lemb | Productos de marca registrada | spa |
dc.subject.lemb | Imagen corporativa | spa |
dc.rights.local | Acceso restringido | spa |
dc.type.version | info:eu-repo/semantics/acceptedVersion | |
dc.description.degreename | Especialista en mercadeo estratégico | spa |
dc.identifier.instname | instname:Colegio de Estudios Superiores de Administración - CESA | spa |
dc.identifier.reponame | reponame:Biblioteca Digital - CESA | spa |
dc.identifier.repourl | repourl:https://repository.cesa.edu.co/ | |
dc.description.abstractenglish | The purpose of this dissertation is to explore why consumers develop a deep emotional attachment towards luxury brands, since luxury brand consumers are considered to be the most loyal consumers in the world. This thesis will be developed through the concept of “love mark”, the brand love that consumers feel for a certain brand trying to offer a better understanding of this consumer-brand relationship. In this thesis will also be determined which are the elements that influence the creation of the loyalty and the emotional attachment the consumers have towards brands. | eng |
dc.description.degreelevel | Especialización | spa |
dc.publisher.program | Especialización mercadeo estratégico | spa |
dc.publisher.grantor | Colegio de Estudios Superiores de Administración - CESA | spa |
dc.type.local | Tesis/Trabajo de grado - Monografía - Especialización | spa |
dc.type.coar | http://purl.org/coar/resource_type/c_46ec | |
dc.type.driver | info:eu-repo/semantics/bachelorThesis | |
dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa |