Correlación entre dimensiones de personalidad de marca y la marca emocional
Over the last decades, methodologies for the improvement and redesign of processes have come from stastical control of projects, from the PHVA cycle, from the concept of Porter’s value chain (1985) passing through re-engineering, six sigma, BPM, among others. Some organizations have applied these me...
- Autores:
-
José Luis Saavedra Torres
Oscar Colmenares
José Luis Pirela
- Tipo de recurso:
- Fecha de publicación:
- 2019
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- spa
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/14056
- Acceso en línea:
- http://hdl.handle.net/10784/14056
- Palabra clave:
- Brand
brand personality
emotional branding
personality features
Marca
personalidad de marca
marca emocional
rasgos de personalidad
- Rights
- License
- Copyright © 2007 José Luis Saavedra Torres, Oscar Colmenares, José Luis Pirela
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Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees01/06/20072019-10-04T14:36:56Z01/06/20072019-10-04T14:36:56Z2256-43221692-0279http://hdl.handle.net/10784/14056Over the last decades, methodologies for the improvement and redesign of processes have come from stastical control of projects, from the PHVA cycle, from the concept of Porter’s value chain (1985) passing through re-engineering, six sigma, BPM, among others. Some organizations have applied these methodologies and performance models. However, none of these provides a general methodological framework where systematic steps may be taken by a company in order to ascertain how to develop a project appropriately when change in processes is involved, regardless of the methodology or performance model implemented. In this article a methodological framework is presented that has been developed as the result of the comparison of some of the existing methodologies and the work done by the author as a consultant. This methodology has been designed to be applied by work teams of companies in charge of the re-design and improvement projects on processes.Los resultados de la investigación permiten explicar la relación entre los conceptos teóricos de Personalidad de Marca y Marca Emocional. Se han utilizado las Cadenas de Farmacias y los Centros Comerciales como productos de referencia. Se adoptó un muestreo no probabilístico accidental, para totalizar 554 muestras a través de la aplicación de un cuestionario vía entrevistas personales y correo electrónico. Para el procesamiento de los datos se aplicó un análisis de correlación de rangos de Spearman entre los rasgos de las dimensiones de personalidad y las referencias de marca emocional. El 98,5 % de los pares de correlación estudiados presentaron valores superiores a α = 0,48, que no evidenció una asociación significativa entre las variables de estudio; esto lleva a concluir que en este caso no existe una clara asociación entre marca emocional y personalidad de marca.text/htmlspaUniversidad EAFIThttp://publicaciones.eafit.edu.co/index.php/administer/article/view/589http://publicaciones.eafit.edu.co/index.php/administer/article/view/589Copyright © 2007 José Luis Saavedra Torres, Oscar Colmenares, José Luis PirelaAcceso abiertohttp://purl.org/coar/access_right/c_abf2instname:Universidad EAFITreponame:Repositorio Institucional Universidad EAFITAD-minister: No 10 (2007)Correlación entre dimensiones de personalidad de marca y la marca emocionalarticleinfo:eu-repo/semantics/articlepublishedVersioninfo:eu-repo/semantics/publishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Brandbrand personalityemotional brandingpersonality featuresMarcapersonalidad de marcamarca emocionalrasgos de personalidadJosé Luis Saavedra TorresOscar ColmenaresJosé Luis PirelaUniversidad del Zuliaconvenio UPMLUZ (2006)Universidad Rafael Belloso ChacínAD-minister10920ORIGINALCorrelación entre dimensiones de personalidad de marca y la marca emocional.pdfCorrelación entre dimensiones de personalidad de marca y la marca emocional.pdfTexto completo PDFapplication/pdf306344https://repository.eafit.edu.co/bitstreams/93ecb7f8-37ff-407d-97b2-17e378626171/download224d1e772e2950edf0c7af7092048622MD52articulo.htmlarticulo.htmlTexto completo HTMLtext/html373https://repository.eafit.edu.co/bitstreams/b7b5b603-c5bd-4695-b5fb-e104fcb852b9/downloadf5c396be45415b3470b2ada54d805631MD53THUMBNAILminiatura-administer.jpgminiatura-administer.jpgimage/jpeg8755https://repository.eafit.edu.co/bitstreams/96ced9aa-6a9e-4433-bdae-252d801fce61/download87c28d32b620f3408b1c70a3c505fbd8MD5110784/14056oai:repository.eafit.edu.co:10784/140562019-11-28 10:34:21.508open.accesshttps://repository.eafit.edu.coRepositorio Institucional Universidad EAFITrepositorio@eafit.edu.co |
| dc.title.spa.fl_str_mv |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| title |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| spellingShingle |
Correlación entre dimensiones de personalidad de marca y la marca emocional Brand brand personality emotional branding personality features Marca personalidad de marca marca emocional rasgos de personalidad |
| title_short |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| title_full |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| title_fullStr |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| title_full_unstemmed |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| title_sort |
Correlación entre dimensiones de personalidad de marca y la marca emocional |
| dc.creator.fl_str_mv |
José Luis Saavedra Torres Oscar Colmenares José Luis Pirela |
| dc.contributor.author.spa.fl_str_mv |
José Luis Saavedra Torres Oscar Colmenares José Luis Pirela |
| dc.contributor.affiliation.spa.fl_str_mv |
Universidad del Zulia convenio UPMLUZ (2006) Universidad Rafael Belloso Chacín |
| dc.subject.keyword.eng.fl_str_mv |
Brand brand personality emotional branding personality features |
| topic |
Brand brand personality emotional branding personality features Marca personalidad de marca marca emocional rasgos de personalidad |
| dc.subject.keyword.spa.fl_str_mv |
Marca personalidad de marca marca emocional rasgos de personalidad |
| description |
Over the last decades, methodologies for the improvement and redesign of processes have come from stastical control of projects, from the PHVA cycle, from the concept of Porter’s value chain (1985) passing through re-engineering, six sigma, BPM, among others. Some organizations have applied these methodologies and performance models. However, none of these provides a general methodological framework where systematic steps may be taken by a company in order to ascertain how to develop a project appropriately when change in processes is involved, regardless of the methodology or performance model implemented. In this article a methodological framework is presented that has been developed as the result of the comparison of some of the existing methodologies and the work done by the author as a consultant. This methodology has been designed to be applied by work teams of companies in charge of the re-design and improvement projects on processes. |
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2019 |
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01/06/2007 |
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2019-10-04T14:36:56Z |
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2019-10-04T14:36:56Z |
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01/06/2007 |
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article info:eu-repo/semantics/article publishedVersion info:eu-repo/semantics/publishedVersion |
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2256-4322 1692-0279 |
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http://hdl.handle.net/10784/14056 |
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2256-4322 1692-0279 |
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http://hdl.handle.net/10784/14056 |
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spa |
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http://publicaciones.eafit.edu.co/index.php/administer/article/view/589 |
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http://publicaciones.eafit.edu.co/index.php/administer/article/view/589 |
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Copyright © 2007 José Luis Saavedra Torres, Oscar Colmenares, José Luis Pirela |
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Copyright © 2007 José Luis Saavedra Torres, Oscar Colmenares, José Luis Pirela Acceso abierto http://purl.org/coar/access_right/c_abf2 |
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text/html |
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Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees |
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Universidad EAFIT |
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instname:Universidad EAFIT reponame:Repositorio Institucional Universidad EAFIT |
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