¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos?
El presente estudio es una herramienta útil para aquellas empresas de productos de lujo que busquen construir o mejorar su relación con sus consumidores, pues a través del poder que tiene el cobranding, capitalizarán el potencial que tienen sus marcas y enamorarán a sus consumidores desde etapas tem...
- Autores:
-
Gaitán Lucena, Juan José
Guzmán Bohórquez, Andrés Felipe
- Tipo de recurso:
- Masters Thesis
- Fecha de publicación:
- 2022
- Institución:
- Colegio de Estudios Superiores de Administración
- Repositorio:
- Repositorio CESA
- Idioma:
- spa
- OAI Identifier:
- oai:repository.cesa.edu.co:10726/4512
- Acceso en línea:
- http://hdl.handle.net/10726/4512
- Palabra clave:
- Cobranding
Lujo
Niños como consumidores
Decisiones de consumo
Experiencias tempranas
Brand love
Industria automotriz
658.834 Investigación del consumidor
Automóviles
Preferencias de los consumidores
Comportamiento del consumidor
Lujo
Poder de compra
- Rights
- License
- http://creativecommons.org/licenses/by-nc-nd/4.0/
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| dc.title.spa.fl_str_mv |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| title |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| spellingShingle |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? Cobranding Lujo Niños como consumidores Decisiones de consumo Experiencias tempranas Brand love Industria automotriz 658.834 Investigación del consumidor Automóviles Preferencias de los consumidores Comportamiento del consumidor Lujo Poder de compra |
| title_short |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| title_full |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| title_fullStr |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| title_full_unstemmed |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| title_sort |
¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos? |
| dc.creator.fl_str_mv |
Gaitán Lucena, Juan José Guzmán Bohórquez, Andrés Felipe |
| dc.contributor.advisor.none.fl_str_mv |
van der Woude, David |
| dc.contributor.author.none.fl_str_mv |
Gaitán Lucena, Juan José Guzmán Bohórquez, Andrés Felipe |
| dc.contributor.orcid.none.fl_str_mv |
van der Woude, David [0000-0003-1682-9481] |
| dc.contributor.scopus.none.fl_str_mv |
van der Woude, David [57204114134] |
| dc.subject.spa.fl_str_mv |
Cobranding Lujo Niños como consumidores Decisiones de consumo Experiencias tempranas Brand love Industria automotriz |
| topic |
Cobranding Lujo Niños como consumidores Decisiones de consumo Experiencias tempranas Brand love Industria automotriz 658.834 Investigación del consumidor Automóviles Preferencias de los consumidores Comportamiento del consumidor Lujo Poder de compra |
| dc.subject.ddc.spa.fl_str_mv |
658.834 Investigación del consumidor |
| dc.subject.armarc.spa.fl_str_mv |
Automóviles Preferencias de los consumidores Comportamiento del consumidor Lujo Poder de compra |
| description |
El presente estudio es una herramienta útil para aquellas empresas de productos de lujo que busquen construir o mejorar su relación con sus consumidores, pues a través del poder que tiene el cobranding, capitalizarán el potencial que tienen sus marcas y enamorarán a sus consumidores desde etapas tempranas de su vida, lo que sin duda aportará significativamente a la construcción de una relación leal, dinámica y perdurable. |
| publishDate |
2022 |
| dc.date.accessioned.none.fl_str_mv |
2022-06-30T22:05:49Z |
| dc.date.available.none.fl_str_mv |
2022-06-30T22:05:49Z |
| dc.date.created.none.fl_str_mv |
2022-06 |
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info:eu-repo/semantics/acceptedVersion |
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Tesis/Trabajo de grado - Monografía – Maestría |
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http://purl.org/coar/resource_type/c_bdcc |
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info:eu-repo/semantics/masterThesis |
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http://purl.org/redcol/resource_type/TM |
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http://purl.org/coar/resource_type/c_bdcc |
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acceptedVersion |
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http://hdl.handle.net/10726/4512 |
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MDM / G144 2022 |
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instname:Colegio de Estudio Superiores de Administración (CESA) |
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reponame:Biblioteca Digital - CESA |
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repourl:https://repository.cesa.edu.co |
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http://hdl.handle.net/10726/4512 |
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MDM / G144 2022 instname:Colegio de Estudio Superiores de Administración (CESA) reponame:Biblioteca Digital - CESA repourl:https://repository.cesa.edu.co |
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spa |
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Ahn, S. K., Kim, H. J., & Forney, J. A. (2009). Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels.Journal of Retailing and Consumer Services, 16(6), 477–485. https://doi.org/10.1016/j.jretconser.2009.08.003 Angrave, J. (2020). The Journey Mapping Playbook: A ractical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping. Alemania: De Gruyter. Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology and Marketing, 27(7), 662–678. https://doi.org/10.1002/mar.20350 Basu Monga, A., & Lau-Gesk, L. (2007). Blending Cobrand Personalities: An Examination of the Complex Self. Journal of Marketing Research, XLIV, 389–400. Correa, J. S. & H., J. (2016). Escritura e investigación académica: una guía para la elaboración del trabajo de grado. Recuperado de: http://hdl.handle.net/10726/2392. Davis, T. (2011). UNDERSTANDING THE CHILD CONSUMER-BRAND RELATIONSHIP: A BUILDING BLOCKS MODEL. De Jans, S., van de Sompel, D., Hudders, L., & Cauberghe, V. (2019). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 173–206. https://doi.org/10.1080/02650487.2017.1411056 De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. In Frontiers in Psychology (Vol. 10). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2019.02685 Deloitte. (2015). Global Powers of Luxury Goods 2015. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/gxcb-global-power-of-luxury-web.pdf Demandt, B. (2022a). Jaguar E-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-e-pace/ Demandt, B. (2022b). Jaguar F-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-f-pace/ Demandt, B. (2022c). Jaguar F-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-f-type/ Demandt, B. (2022d). Jaguar I-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-i-pace/ Demandt, B. (2022e). Jaguar S-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-s-type/ Demandt, B. (2022f). Jaguar US car sales figures. CarSalesBase. Demandt, B. (2022g). Jaguar XE US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-xe/ Demandt, B. (2022h). Jaguar XF US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-xf/ Demandt, B. (2022i). Jaguar XJ US car sales figures. CarSalesBase. https://carsalesbase.com/usjaguar-xj/ Demandt, B. (2022j). Jaguar XK US car sales figures. CarSalesBase. https://carsalesbase.com/usjaguar-xk/ Demandt, B. (2022k). Jaguar X-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-x-type/ Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02 Feijoo, B., & Sádaba, C. (2021). The relationship of chilean minors with brands and influencers on social networks. Sustainability (Switzerland), 13(5), 1–14. https://doi.org/10.3390/su13052822 Friedman, L., & Contributor, F. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. In Standards. Gibbs, N. (2016, May 11). F-Pace set to become Jaguar’s top-seller. Automotive News Europe. https://europe.autonews.com/article/20160511/ANE/160509888/f-pace-set-to-becomejaguar-s-top-seller Goodkind, N. (2014, December 22). Why car companies are targeting your kids. Yahoo Finance. https://finance.yahoo.com/news/ford-targeting-youth-born-after-1993-080111141.html?guccounter=1 Guest, L. (1944). A study of brand loyalty. Journal of Applied Psychology, 28(1), 16–27. https://doi.org/10.1037/h0053554 Guest, L. (1964). Brand loyalty revisited: A twenty-year report. Journal of Applied Psychology, 48(2), 93–97. https://doi.org/10.1037/h0046667 Guzmán Bohórquez, A. F. (2017). LA INFLUENCIA DE LOS AVANCES TECNOLÓGICOS EN LA INDUSTRIA DEL JUGUETE COLOMBIANA. Halwani, L. (2019). Making sense of heritage luxury brands: consumer perceptions across different age groups. Qualitative Market Research, 22(3), 301–324. https://doi.org/10.1108/QMR-08-2017-0118 Halwani, L. (2021). Heritage luxury brands: insight into consumer motivations across different age groups. Qualitative Market Research, 24(2), 161–179. https://doi.org/10.1108/QMR-07-2019-0092 Haryanto, J. O., Moutinho, L., & Coelho, A. (2016). Is brand loyalty really present in the children’s market? A comparative study from Indonesia, Portugal, and Brazil. Journal of Business Research, 69(10), 4020–4032. https://doi.org/10.1016/j.jbusres.2016.06.013 Hennigs, N., & Wiedmann, K. P. (2013). Luxury marketing: A challenge for theory and practice. In Luxury Marketing: A Challenge for Theory and Practice. Gabler Verlag. https://doi.org/10.1007/978-3-8349-4399-6 Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. del P. (2014). Metodología de la Investigación (M. I. Rocha Martínez, Ed.; 6th ed.). McGraw Hill. J.D. Power. (2020). 2020 U.S. Automotive Brand Loyalty Study. Johansson, U., Koch, C., Varga, N., & Zhao, F. (2018). Country of ownership change in the premium segment: consequences for brand image. Journal of Product and Brand Management, 27(7), 871–883. https://doi.org/10.1108/JPBM-10-2017-1651 Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063–2083. https://doi.org/10.1108/MD-11-2015-0501 Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023 Loureiro, S. M. C., & Kaufmann, H. R. (2016). Luxury values as drivers for affective commitment: The case of luxury car tribes. Cogent Business and Management, 3(1). https://doi.org/10.1080/23311975.2016.1171192 Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75, 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005 Mathur, A., Moschis, G. P., & Lee, E. (2008). A longitudinal study of the effects of life status changes on changes in consumer preferences. Journal of the Academy of Marketing Science, 36(2), 234–246. https://doi.org/10.1007/s11747-007-0021-9 Mattel Inc. (2022, April 7). Hot Wheels Cars and Playsets. https://shop.mattel.com/collections/cars laysets#filter.vendor=Hot Mikolajová, K., & Olšanová, K. (2017). HOW TO ENGAGE CHILDREN INTO THE WORLD OF TRADITIONAL CAR BRANDS? EXPLORATION OF SPECIFIC TOUCHPOINTS BETWEEN FUTURE BUYERS IN THE CAR INDUSTRY AND ESTABLISHED BRANDS. Central European Business Review, 6(3), 27–40. Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling Unobservable Product Quality Through a Brand Ally. Journal of Marketing Research, XXXVI, 258–268. www.ama.orglpubs/jmr. Raosoft Inc. (2022). Sample Size Calculator. Raosoft. www.raosoft.com/samplesize.html Rindell, A., & Santos, F. P. (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management, 28(5), 545–558. https://doi.org/10.1057/s41262-021-00243-9 RUNT. (2015 – 2020). Reporte diario matrículas – Registro Nacional de Tránsito. Federación Nacional de Comerciantes. Scholz, L. (2013). Brand Management and Marketing of Luxury Goods. Anchor Academic Publishing Secretaría de Salud de Bogotá. (2022, April 7). Datos de Demografía y Salud. Secretaría de Salud de Bogotá. https://saludata.saludcapital.gov.co/osb/index.php/datos-desalud/demografia/piramidepoblacional/ Secretaría Distrital de Movilidad. (2022, March 30). Cambio de licencia de conducción por mayoría de edad. https://bogota.gov.co/servicios/guia-de-tramites-y-servicios/cambio-delicencia-de-conduccion-por-mayoria-de-edad-vus Sheehan, K. (2020). Who, Moi? Exploring the Fit Between Celebrity Spokescharacters and Luxury Brands. Journal of Current Issues and Research in Advertising, 41(2), 144–159. https://doi.org/10.1080/10641734.2019.1656684 Silhouette-Dercourt, V., & de Lassus, C. (2016). Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces. International Journal of Retail and Distribution Management, 44(11), 1084–1099. https://doi.org/10.1108/IJRDM-08-2015-0133 Singh, J., Kalafatis, S. P., & Ledden, L. (2014). Consumer perceptions of cobrands: The role of brand positioning strategies. Marketing Intelligence and Planning, 32(2), 145–159. https://doi.org/10.1108/MIP-03-2013-0055 Yu, Y., Rothenberg, L., & Moore, M. (2021). Exploring young consumer’s decision‐making for luxury co-branding combinations. International Journal of Retail and Distribution Management, 49(3), 341–358. https://doi.org/10.1108/IJRDM-12-2019-0399 |
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van der Woude, David1354acd5-74ad-4043-a864-aa08ff05fd72600Gaitán Lucena, Juan José33f9643d-2a0f-4c8b-ac53-e2e622357b20Guzmán Bohórquez, Andrés Felipe000c885b-c48b-47a7-b3e2-cb10bcf24d29van der Woude, David [0000-0003-1682-9481]van der Woude, David [57204114134]Bogotá, D.C. - Colombia2022-06-30T22:05:49Z2022-06-30T22:05:49Z2022-06http://hdl.handle.net/10726/4512MDM / G144 2022instname:Colegio de Estudio Superiores de Administración (CESA)reponame:Biblioteca Digital - CESArepourl:https://repository.cesa.edu.coEl presente estudio es una herramienta útil para aquellas empresas de productos de lujo que busquen construir o mejorar su relación con sus consumidores, pues a través del poder que tiene el cobranding, capitalizarán el potencial que tienen sus marcas y enamorarán a sus consumidores desde etapas tempranas de su vida, lo que sin duda aportará significativamente a la construcción de una relación leal, dinámica y perdurable.Introducción ; Desarrollo ; Marco teórico ; Metodología ; Conclusiones de la investigación ; Limitaciones e implicaciones del trabajo ; ReferenciasMagíster en Dirección de Marketing, CESA.Maestría146 páginasapplication/pdfspahttp://creativecommons.org/licenses/by-nc-nd/4.0/Abierto (Texto Completo)Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://purl.org/coar/access_right/c_abf2CobrandingLujoNiños como consumidoresDecisiones de consumoExperiencias tempranasBrand loveIndustria automotriz658.834 Investigación del consumidorAutomóvilesPreferencias de los consumidoresComportamiento del consumidorLujoPoder de compra¿Cómo influyen las experiencias de juego tempranas, en la compra de marcas de automóviles de lujo en la adultez de los bogotanos?info:eu-repo/semantics/acceptedVersionTesis/Trabajo de grado - Monografía – Maestríahttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesishttp://purl.org/redcol/resource_type/TMAhn, S. K., Kim, H. J., & Forney, J. A. (2009). Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels.Journal of Retailing and Consumer Services, 16(6), 477–485. https://doi.org/10.1016/j.jretconser.2009.08.003Angrave, J. (2020). The Journey Mapping Playbook: A ractical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping. Alemania: De Gruyter.Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology and Marketing, 27(7), 662–678. https://doi.org/10.1002/mar.20350Basu Monga, A., & Lau-Gesk, L. (2007). Blending Cobrand Personalities: An Examination of the Complex Self. Journal of Marketing Research, XLIV, 389–400.Correa, J. S. & H., J. (2016). Escritura e investigación académica: una guía para la elaboración del trabajo de grado. Recuperado de: http://hdl.handle.net/10726/2392.Davis, T. (2011). UNDERSTANDING THE CHILD CONSUMER-BRAND RELATIONSHIP: A BUILDING BLOCKS MODEL.De Jans, S., van de Sompel, D., Hudders, L., & Cauberghe, V. (2019). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 173–206. https://doi.org/10.1080/02650487.2017.1411056De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. In Frontiers in Psychology (Vol. 10). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2019.02685Deloitte. (2015). Global Powers of Luxury Goods 2015. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/gxcb-global-power-of-luxury-web.pdfDemandt, B. (2022a). Jaguar E-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-e-pace/Demandt, B. (2022b). Jaguar F-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-f-pace/Demandt, B. (2022c). Jaguar F-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-f-type/Demandt, B. (2022d). Jaguar I-Pace US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-i-pace/Demandt, B. (2022e). Jaguar S-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-s-type/Demandt, B. (2022f). Jaguar US car sales figures. CarSalesBase.Demandt, B. (2022g). Jaguar XE US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-xe/Demandt, B. (2022h). Jaguar XF US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-xf/Demandt, B. (2022i). Jaguar XJ US car sales figures. CarSalesBase. https://carsalesbase.com/usjaguar-xj/Demandt, B. (2022j). Jaguar XK US car sales figures. CarSalesBase. https://carsalesbase.com/usjaguar-xk/Demandt, B. (2022k). Jaguar X-Type US car sales figures. CarSalesBase. https://carsalesbase.com/us-jaguar-x-type/Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02Feijoo, B., & Sádaba, C. (2021). The relationship of chilean minors with brands and influencers on social networks. Sustainability (Switzerland), 13(5), 1–14. https://doi.org/10.3390/su13052822Friedman, L., & Contributor, F. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. In Standards.Gibbs, N. (2016, May 11). F-Pace set to become Jaguar’s top-seller. Automotive News Europe. https://europe.autonews.com/article/20160511/ANE/160509888/f-pace-set-to-becomejaguar-s-top-sellerGoodkind, N. (2014, December 22). Why car companies are targeting your kids. Yahoo Finance. https://finance.yahoo.com/news/ford-targeting-youth-born-after-1993-080111141.html?guccounter=1Guest, L. (1944). A study of brand loyalty. Journal of Applied Psychology, 28(1), 16–27. https://doi.org/10.1037/h0053554Guest, L. (1964). Brand loyalty revisited: A twenty-year report. 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International Journal of Retail and Distribution Management, 49(3), 341–358. https://doi.org/10.1108/IJRDM-12-2019-0399Maestría en Dirección de Marketing - MDMColegio de Estudios Superiores de Administración - CESAORIGINALMDM_1020749658_2022_1.pdfMDM_1020749658_2022_1.pdfapplication/pdf1497306https://repository.cesa.edu.co/bitstream/10726/4512/7/MDM_1020749658_2022_1.pdfd5ea636fff0c1aa1f8feb9d41a5c3c6aMD57open accessLICENSElicense.txtlicense.txttext/plain; charset=utf-81872https://repository.cesa.edu.co/bitstream/10726/4512/6/license.txta9bdfa4f42f8a75ea7845ba5df7e9040MD56restricted accessAU_MDM_1020749658_2022_1.pdfAU_MDM_1020749658_2022_1.pdfapplication/pdf307131https://repository.cesa.edu.co/bitstream/10726/4512/8/AU_MDM_1020749658_2022_1.pdf08677ec830f0cd2633924af670a8f94cMD58restricted access10726/4512oai:repository.cesa.edu.co:10726/45122023-03-06 16:27:13.711open accessBiblioteca Digital - CESAbiblioteca@cesa.edu.co |