Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were ex...

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Fecha de publicación:: 2019

Institución:: Universidad de Medellín

Repositorio:: Repositorio UDEM

Idioma:: eng

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network_acronym_str	REPOUDEM2
network_name_str	Repositorio UDEM
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dc.title.none.fl_str_mv	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
title	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
spellingShingle	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública] Brand Higher education Lovemark Loyalty
title_short	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
title_full	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
title_fullStr	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
title_full_unstemmed	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
title_sort	Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]
dc.subject.none.fl_str_mv	Brand Higher education Lovemark Loyalty
topic	Brand Higher education Lovemark Loyalty
description	The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (unal), one of the most important universities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately. © 2019, Universidad Nacional de Colombia. All rights reserved.
publishDate	2019
dc.date.accessioned.none.fl_str_mv	2020-04-29T14:53:35Z
dc.date.available.none.fl_str_mv	2020-04-29T14:53:35Z
dc.date.none.fl_str_mv	2019
dc.type.eng.fl_str_mv	Article
dc.type.coarversion.fl_str_mv	http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv	http://purl.org/coar/resource_type/c_6501 http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.driver.none.fl_str_mv	info:eu-repo/semantics/article
dc.identifier.issn.none.fl_str_mv	1215051
dc.identifier.uri.none.fl_str_mv	http://hdl.handle.net/11407/5659
dc.identifier.doi.none.fl_str_mv	10.15446/innovar.v30n75.83256
identifier_str_mv	1215051 10.15446/innovar.v30n75.83256
url	http://hdl.handle.net/11407/5659
dc.language.iso.none.fl_str_mv	eng
language	eng
dc.relation.isversionof.none.fl_str_mv	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078402955&doi=10.15446%2finnovar.v30n75.83256&partnerID=40&md5=422809beaa0d7cd96097e59d5179e7be
dc.relation.citationvolume.none.fl_str_mv	30
dc.relation.citationissue.none.fl_str_mv	75
dc.relation.citationstartpage.none.fl_str_mv	43
dc.relation.citationendpage.none.fl_str_mv	56
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dc.rights.coar.fl_str_mv	http://purl.org/coar/access_right/c_16ec
rights_invalid_str_mv	http://purl.org/coar/access_right/c_16ec
dc.publisher.none.fl_str_mv	Universidad Nacional de Colombia
dc.publisher.program.none.fl_str_mv	Mercadeo
dc.publisher.faculty.none.fl_str_mv	Facultad de Ciencias Económicas y Administrativas
publisher.none.fl_str_mv	Universidad Nacional de Colombia
dc.source.none.fl_str_mv	Innovar
institution	Universidad de Medellín
repository.name.fl_str_mv	Repositorio Institucional Universidad de Medellin
repository.mail.fl_str_mv	repositorio@udem.edu.co
_version_	1814159105951006720
spelling	20192020-04-29T14:53:35Z2020-04-29T14:53:35Z1215051http://hdl.handle.net/11407/565910.15446/innovar.v30n75.83256The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (unal), one of the most important universities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately. © 2019, Universidad Nacional de Colombia. All rights reserved.engUniversidad Nacional de ColombiaMercadeoFacultad de Ciencias Económicas y Administrativashttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85078402955&doi=10.15446%2finnovar.v30n75.83256&partnerID=40&md5=422809beaa0d7cd96097e59d5179e7be30754356Aaker, D.A., Measuring brand equity across products and markets (1996) California Management Review, 38 (3), pp. 102-120Aaker, D.A., (2007) Strategic Market Management, , Hoboken, nj: John Wiley & SonsAaker, D.A., (2010) Building Strong Brands, , 9th ed.). 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(eds)., pp., Cham: SpringerWang, G., Attitudinal correlates of brand commitment (2002) Journal of Relationship Marketing, 1 (2), pp. 57-75. , https://doi.org/10.1300/J366v01n02_04Whan, P., Macinnis, D.J., Introduction to the special issue: Brand relationships, emotions, and the self (2018) Journal of the Association for Consumer Research, 3 (2), pp. 123-129. , https://doi.org/10.1086/696969Yoo, B., Donthu, N., Developing and validating a multidimensional consumer-based brand equity scale (2001) Journal of Business Research, 52 (1), pp. 1-14. , https://doi.org/10.1016/S0148-29639900098-3Zaichkowsky, J.L., Measuring the involvement construct (1985) Journal of Consumer Research, 12 (3), pp. 341-352. , https://doi.org/10.1086/208520Zarantonello, L., A literature review of consumer-based brand scales (2008) Handbook on Brand and Experience Management, , Chel-tenham: Edward Elgar Publishing LtdZarantonello, L., Schmitt, B.H., Using the brand experience scale to profile consumers and predict consumer behaviour (2010) Journal of Brand Management, 17 (7), pp. 532-540. , https://doi.org/10.1057/bm.2010.4InnovarBrandHigher educationLovemarkLoyaltyLovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]Articleinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Montoya-Restrepo, I.A., Universidad Nacional de Colombia, Management and Marketing Research Group, Medellín, Colombia; Sánchez-Torres, J.A., Universidad de Medellín, Tetrix Marketing Research Group, Medellín, Colombia; Rojas-Berrio, S.P., Universidad Nacional de Colombia, Management and Marketing Research Group, Bogotá, Colombia; Montoya-Restrepo, L.A., Universidad Nacional de Colombia, Management and Marketing Research Group, Medellín, Colombiahttp://purl.org/coar/access_right/c_16ecMontoya-Restrepo I.A.Sánchez-Torres J.A.Rojas-Berrio S.P.Montoya-Restrepo L.A.11407/5659oai:repository.udem.edu.co:11407/56592020-05-27 15:47:54.343Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co

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