LOVEMARKS: The emotional attachment of loving a brand

Introduction. Research method. Literature. Empirical method. Results. List of tables. List of figures. List of diagrams.

Autores:
Bernal Castillo, Viviana Karina
Tipo de recurso:
Tesis
Fecha de publicación:
2014
Institución:
Colegio de Estudios Superiores de Administración
Repositorio:
Repositorio CESA
Idioma:
eng
OAI Identifier:
oai:repository.cesa.edu.co:10726/1421
Acceso en línea:
http://hdl.handle.net/10726/1421
Palabra clave:
659.1 Publicidad
Branding (Mercadeo)
Posicionamiento (Publicidad)
Productos de marca registrada
Imagen corporativa
Rights
License
Acceso restringido
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dc.title.eng.fl_str_mv LOVEMARKS: The emotional attachment of loving a brand
title LOVEMARKS: The emotional attachment of loving a brand
spellingShingle LOVEMARKS: The emotional attachment of loving a brand
659.1 Publicidad
Branding (Mercadeo)
Posicionamiento (Publicidad)
Productos de marca registrada
Imagen corporativa
title_short LOVEMARKS: The emotional attachment of loving a brand
title_full LOVEMARKS: The emotional attachment of loving a brand
title_fullStr LOVEMARKS: The emotional attachment of loving a brand
title_full_unstemmed LOVEMARKS: The emotional attachment of loving a brand
title_sort LOVEMARKS: The emotional attachment of loving a brand
dc.creator.fl_str_mv Bernal Castillo, Viviana Karina
dc.contributor.author.spa.fl_str_mv Bernal Castillo, Viviana Karina
dc.subject.ddc.spa.fl_str_mv 659.1 Publicidad
topic 659.1 Publicidad
Branding (Mercadeo)
Posicionamiento (Publicidad)
Productos de marca registrada
Imagen corporativa
dc.subject.lemb.spa.fl_str_mv Branding (Mercadeo)
Posicionamiento (Publicidad)
Productos de marca registrada
Imagen corporativa
description Introduction. Research method. Literature. Empirical method. Results. List of tables. List of figures. List of diagrams.
publishDate 2014
dc.date.created.none.fl_str_mv 2014
dc.date.accessioned.none.fl_str_mv 2015-06-11T18:51:07Z
2015-07-08T20:52:56Z
2017-02-10T16:13:12Z
2017-08-12T15:51:49Z
dc.date.available.none.fl_str_mv 2015-06-11T18:51:07Z
2015-07-08T20:52:56Z
2017-02-10T16:13:12Z
2017-08-12T15:51:49Z
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dc.language.iso.none.fl_str_mv eng
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dc.format.extent.spa.fl_str_mv 72 páginas
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dc.publisher.program.spa.fl_str_mv Especialización mercadeo estratégico
dc.publisher.grantor.spa.fl_str_mv Colegio de Estudios Superiores de Administración - CESA
institution Colegio de Estudios Superiores de Administración
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spelling Bernal Castillo, Viviana Karina968cc13f-242e-4034-8a63-a1875791b3533002015-06-11T18:51:07Z2015-07-08T20:52:56Z2017-02-10T16:13:12Z2017-08-12T15:51:49Z2015-06-11T18:51:07Z2015-07-08T20:52:56Z2017-02-10T16:13:12Z2017-08-12T15:51:49Z2014http://hdl.handle.net/10726/1421instname:Colegio de Estudios Superiores de Administración - CESAreponame:Biblioteca Digital - CESArepourl:https://repository.cesa.edu.co/Introduction. Research method. Literature. Empirical method. Results. List of tables. List of figures. List of diagrams.Especialista en mercadeo estratégicoThe 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.Especialización72 páginasapplication/pdfeng659.1 PublicidadBranding (Mercadeo)Posicionamiento (Publicidad)Productos de marca registradaImagen corporativaLOVEMARKS: The emotional attachment of loving a brandAcceso restringidohttp://purl.org/coar/access_right/c_16ecinfo:eu-repo/semantics/acceptedVersionTesis/Trabajo de grado - Monografía - Especializaciónhttp://purl.org/coar/resource_type/c_46ecinfo:eu-repo/semantics/bachelorThesisEspecialización mercadeo estratégicoColegio de Estudios Superiores de Administración - CESAORIGINALTEM2014.pdfTEM2014.pdfapplication/pdf977055https://repository.cesa.edu.co/bitstream/10726/1421/9/TEM2014.pdf920c9c1c17b96500a44ce4caabcc2557MD59restricted accessCC-LICENSElicense_urlapplication/octet-stream49https://repository.cesa.edu.co/bitstream/10726/1421/2/license_url4afdbb8c545fd630ea7db775da747b2fMD52open accesslicense_rdflicense_rdfapplication/octet-stream22392https://repository.cesa.edu.co/bitstream/10726/1421/7/license_rdfda4b2e8e72d470a5e1afe4c26352b4acMD57open accesslicense_textlicense_textapplication/octet-stream19841https://repository.cesa.edu.co/bitstream/10726/1421/8/license_text246811f83c7138920fc740114fa4b6ffMD58open accessLICENSElicense.txttext/plain1748https://repository.cesa.edu.co/bitstream/10726/1421/5/license.txt8a4605be74aa9ea9d79846c1fba20a33MD55open accessTHUMBNAILTESIS CESA.pdf.jpgGenerated Thumbnailimage/jpeg2982https://repository.cesa.edu.co/bitstream/10726/1421/6/TESIS%20CESA.pdf.jpg520bd8e01c880e8fd5b2e11d0e76d175MD56open accessTEM2014.pdf.jpgTEM2014.pdf.jpgIM Thumbnailimage/jpeg5781https://repository.cesa.edu.co/bitstream/10726/1421/10/TEM2014.pdf.jpg6795b9afd997e049360508a70e863b4cMD510open access10726/1421oai:repository.cesa.edu.co:10726/14212023-03-29 17:14:49.789restricted accessBiblioteca Digital - CESAbiblioteca@cesa.edu.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