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LOVEMARKS: The emotional attachment of loving a brand

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dc.contributor.authorBernal Castillo, Viviana Karinaspa
dc.date.accessioned2015-06-11T18:51:07Z
dc.date.accessioned2015-07-08T20:52:56Z
dc.date.accessioned2017-02-10T16:13:12Z
dc.date.accessioned2017-08-12T15:51:49Z
dc.date.available2015-06-11T18:51:07Z
dc.date.available2015-07-08T20:52:56Z
dc.date.available2017-02-10T16:13:12Z
dc.date.available2017-08-12T15:51:49Z
dc.date.issued2014
dc.description.abstractenglishThe 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.degreelevelEspecializaciónspa
dc.description.degreenameEspecialista en mercadeo estratégicospa
dc.description.tableofcontentsIntroduction. Research method. Literature. Empirical method. Results. List of tables. List of figures. List of diagrams.eng
dc.format.extent72 páginasspa
dc.format.mimetypeapplication/pdfeng
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración - CESAspa
dc.identifier.reponamereponame:Biblioteca Digital - CESAspa
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.identifier.urihttp://hdl.handle.net/10726/1421
dc.language.isoeng
dc.publisher.grantorColegio de Estudios Superiores de Administración - CESAspa
dc.publisher.programEspecialización mercadeo estratégicospa
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.localAcceso restringidospa
dc.subject.ddc659.1 Publicidadspa
dc.subject.lembBranding (Mercadeo)spa
dc.subject.lembPosicionamiento (Publicidad)spa
dc.subject.lembProductos de marca registradaspa
dc.subject.lembImagen corporativaspa
dc.titleLOVEMARKS: The emotional attachment of loving a brandeng
dc.type.coarhttp://purl.org/coar/resource_type/c_46ec
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.driverinfo:eu-repo/semantics/bachelorThesis
dc.type.localTesis/Trabajo de grado - Monografía - Especializaciónspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersion

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Tesis y casos de estudio Especialización en Mercadeo Estratégico - EME (Colección confidencial)