Percepción de una marca amor. Caso de la Universidad Nacional de Colombia
Perception of a love brand. Case of the National University of Colombia
Date
2019-08-15
2019-08-15
Author
Montoya Restrepo, Luz Alexandra
SANCHEZ TORRES, JAVIER A.
Rojas-Berrio, Sandra Patricia
Castaño Molano, Juan Manuel
Montoya-Restrepo, Ivan A.
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Enlace externo del documento: https://revistascientificas.cuc.edu.co/economicascuc/article/view/2062/2543
Abstract
This document explores the possibilities of analyzing the valuation of a love mark®, defined as the emotional bond of the consumer with his brand, especially in the case of an institution very recognized in the field of Co-lombians as is the National University (Colombia), with more than 150 years of tradition. The method used was the application of the index developed by Eunjoo Cho in 2011, who develops a methodology for the evaluation of love brands adapted to the educational context. It was carried out through an online survey to 267 people with mixed technique (qualitative-quantitative) by Likert scale valuation. The conclusions focus on the possibility of positioning a brand, despite being a public university, as a recognized brand, remembered, positioned and fi-nally as a love brand in Colombians.
Para citar este documento con norma APA sexta edición utilice:
Montoya-Restrepo, L., Sanchez-Torres, J., Rojas-Berrio, S., Castaño-Molano, J., & Montoya-Restrepo, I. (2019). Percepción de una marca amor. Caso de la Universidad Nacional de Colombia. ECONÓMICAS CUC, 40(2), 117-138. https://doi.org/10.17981/econcuc.40.2.2019.08
Montoya-Restrepo, L., Sanchez-Torres, J., Rojas-Berrio, S., Castaño-Molano, J., & Montoya-Restrepo, I. (2019). Percepción de una marca amor. Caso de la Universidad Nacional de Colombia. ECONÓMICAS CUC, 40(2), 117-138. https://doi.org/10.17981/econcuc.40.2.2019.08
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