|
|
|
|
| LEADER |
01000caa a22002652 4500 |
| 001 |
JST127263578 |
| 003 |
DE-627 |
| 005 |
20240625103334.0 |
| 007 |
cr uuu---uuuuu |
| 008 |
200325s2020 xx |||||o 00| ||eng c |
| 035 |
|
|
|a (DE-627)JST127263578
|
| 035 |
|
|
|a (JST)26863968
|
| 040 |
|
|
|a DE-627
|b ger
|c DE-627
|e rakwb
|
| 041 |
|
|
|a eng
|
| 100 |
1 |
|
|a Montoya-Restrepo, Iván Alonso
|e verfasserin
|4 aut
|
| 245 |
1 |
0 |
|a Lovemark Effect
|b Analysis of the Differences between Students and Graduates in a Love Brand Study at a Public University
|
| 264 |
|
1 |
|c 2020
|
| 336 |
|
|
|a Text
|b txt
|2 rdacontent
|
| 337 |
|
|
|a Computermedien
|b c
|2 rdamedia
|
| 338 |
|
|
|a Online-Ressource
|b cr
|2 rdacarrier
|
| 520 |
|
|
|a 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. este artículo busca consolidar la medición de una lovemark y unificar el conjunto de elementos que conforman una marca de este tipo en instituciones universitarias a partir del análisis de las diferencias existentes entre estudiantes y egresados. Con base en una revisión de los factores que construyen una lovemark, se exploraron relaciones de lealtad de marca. Además, se llevó a cabo un estudio empírico sobre una muestra de 257 participantes miembros de la Universidad Nacional de Colombia (UNAL), una de las instituciones de educación superior más importantes del país. Los resultados validaron los efectos positivos de las variables amor por la marca, experiencia de marca y participación de la marca sobre la lealtad hacia ella, un factor determinante de lovemark para una universidad. Este artículo es uno de los primeros en integrar todos los constructos propuestos por investigaciones anteriores, que, hasta ahora, se han relacionado por separado en la teoría de lovemark y lealtad de marca. o objetivo deste trabalho é consolidar a medição de uma lovemark e unificar um conjunto de elementos que forma uma lovemark em instituições universitárias ao considerar as diferenças entre estudantes e graduados. Com base em uma revisão de fatores que constroem uma lovemark, as relações de fidelidade à marca foram exploradas. Adicionalmente, um estudo empírico foi conduzido e aplicado a uma amostra de 257 participantes da Universidade Nacional da Colômbia (UNAL), uma das universidades mais importantes do país. Os resultados validaram os efeitos positivos do amor pela marca e da experiência de marca, e o envolvimento com a marca na fidelidade à marca, o fator determinante para uma lovemark universitária. Este artigo é um dos primeiros trabalhos a integrar todas as proposições de artigos de pesquisa anteriores que, até o momento, haviam abordado lovemark e fidelidade de marca separadamente. Cet article cherche à consolider la mesure d’un lovemark et à unifier l’ensemble des éléments qui la composent dans les institutions universitaires, en partant de l’analyse des différences entre étudiants et diplômés. En partant d'un examen des facteurs qui construisent un lovemark, on a exploré les relations de fidélité à une marque. Par la suite, on a mené une étude empirique sur un échantillon de 257 membres participants de l'Université Nationale de Colombie (UNAL), l'un des établissements d'enseignement supérieur les plus importants du pays. Les résultats ont validé les effets positifs des variables amour de la marque, l'expérience et la participation de la marque sur la fidélité, un facteur déterminant de lovemark pour une université. Cet article est l’un des premiers à intégrer toutes les constructions proposées par les recherches précédentes, qui, jusqu’à présent, étaient reliées séparément dans la théorie de la loyauté et de la fidélité à une marque.
|
| 650 |
|
4 |
|a Business
|x Business administration
|x Corporate communications
|x External corporate communications
|x Marketing
|x Branding
|x Brands
|
| 650 |
|
4 |
|a Behavioral sciences
|x Psychology
|x Applied psychology
|x Consumer psychology
|x Brand loyalty
|
| 650 |
|
4 |
|a Behavioral sciences
|x Psychology
|x Cognitive psychology
|x Emotion
|x Emotional states
|x Love
|
| 650 |
|
4 |
|a Behavioral sciences
|x Human behavior
|x Social behavior
|x Social interaction
|x Interpersonal interaction
|x Intimate relationships
|x Intimacy
|
| 650 |
|
4 |
|a Philosophy
|x Axiology
|x Aesthetics
|x Aesthetic judgment
|x Beauty
|x Sensuality
|
| 650 |
|
4 |
|a Education
|x Formal education
|x Educational institutions
|x Schools
|x Universities
|
| 650 |
|
4 |
|a Business
|x Business administration
|x Corporate communications
|x External corporate communications
|x Marketing
|x Branding
|x Brand identification
|x Brand awareness
|
| 650 |
|
4 |
|a Social sciences
|x Communications
|x Advertising
|x Advertising research
|
| 650 |
|
4 |
|a Mathematics
|x Applied mathematics
|x Statistics
|x P values
|
| 650 |
|
4 |
|a Business
|x Business administration
|x Corporate communications
|x External corporate communications
|x Marketing
|x Marketing
|
| 655 |
|
4 |
|a research-article
|
| 700 |
1 |
|
|a Sánchez-Torres, Javier A.
|e verfasserin
|4 aut
|
| 700 |
1 |
|
|a Rojas-Berrio, Sandra Patricia
|e verfasserin
|4 aut
|
| 700 |
1 |
|
|a Montoya-Restrepo, Alexandra
|e verfasserin
|4 aut
|
| 773 |
0 |
8 |
|i Enthalten in
|t Innovar: Revista de ciencias administrativas y sociales
|d Facultad de Ciencias Económicas, Universidad Nacional de Colombia
|g 30(2020), 75, Seite 43-56
|w (DE-627)392236249
|w (DE-600)2157063-2
|x 22486968
|7 nnns
|
| 773 |
1 |
8 |
|g volume:30
|g year:2020
|g number:75
|g pages:43-56
|
| 856 |
4 |
0 |
|u https://www.jstor.org/stable/26863968
|3 Volltext
|
| 912 |
|
|
|a GBV_USEFLAG_A
|
| 912 |
|
|
|a SYSFLAG_A
|
| 912 |
|
|
|a GBV_JST
|
| 912 |
|
|
|a GBV_ILN_11
|
| 912 |
|
|
|a GBV_ILN_20
|
| 912 |
|
|
|a GBV_ILN_22
|
| 912 |
|
|
|a GBV_ILN_23
|
| 912 |
|
|
|a GBV_ILN_24
|
| 912 |
|
|
|a GBV_ILN_26
|
| 912 |
|
|
|a GBV_ILN_31
|
| 912 |
|
|
|a GBV_ILN_39
|
| 912 |
|
|
|a GBV_ILN_40
|
| 912 |
|
|
|a GBV_ILN_60
|
| 912 |
|
|
|a GBV_ILN_62
|
| 912 |
|
|
|a GBV_ILN_63
|
| 912 |
|
|
|a GBV_ILN_65
|
| 912 |
|
|
|a GBV_ILN_69
|
| 912 |
|
|
|a GBV_ILN_70
|
| 912 |
|
|
|a GBV_ILN_73
|
| 912 |
|
|
|a GBV_ILN_95
|
| 912 |
|
|
|a GBV_ILN_100
|
| 912 |
|
|
|a GBV_ILN_101
|
| 912 |
|
|
|a GBV_ILN_105
|
| 912 |
|
|
|a GBV_ILN_110
|
| 912 |
|
|
|a GBV_ILN_151
|
| 912 |
|
|
|a GBV_ILN_161
|
| 912 |
|
|
|a GBV_ILN_187
|
| 912 |
|
|
|a GBV_ILN_206
|
| 912 |
|
|
|a GBV_ILN_213
|
| 912 |
|
|
|a GBV_ILN_230
|
| 912 |
|
|
|a GBV_ILN_285
|
| 912 |
|
|
|a GBV_ILN_293
|
| 912 |
|
|
|a GBV_ILN_370
|
| 912 |
|
|
|a GBV_ILN_374
|
| 912 |
|
|
|a GBV_ILN_602
|
| 912 |
|
|
|a GBV_ILN_702
|
| 912 |
|
|
|a GBV_ILN_2001
|
| 912 |
|
|
|a GBV_ILN_2003
|
| 912 |
|
|
|a GBV_ILN_2005
|
| 912 |
|
|
|a GBV_ILN_2006
|
| 912 |
|
|
|a GBV_ILN_2007
|
| 912 |
|
|
|a GBV_ILN_2008
|
| 912 |
|
|
|a GBV_ILN_2009
|
| 912 |
|
|
|a GBV_ILN_2010
|
| 912 |
|
|
|a GBV_ILN_2014
|
| 912 |
|
|
|a GBV_ILN_2015
|
| 912 |
|
|
|a GBV_ILN_2018
|
| 912 |
|
|
|a GBV_ILN_2020
|
| 912 |
|
|
|a GBV_ILN_2021
|
| 912 |
|
|
|a GBV_ILN_2026
|
| 912 |
|
|
|a GBV_ILN_2027
|
| 912 |
|
|
|a GBV_ILN_2044
|
| 912 |
|
|
|a GBV_ILN_2050
|
| 912 |
|
|
|a GBV_ILN_2056
|
| 912 |
|
|
|a GBV_ILN_2057
|
| 912 |
|
|
|a GBV_ILN_2061
|
| 912 |
|
|
|a GBV_ILN_2086
|
| 912 |
|
|
|a GBV_ILN_2107
|
| 912 |
|
|
|a GBV_ILN_2111
|
| 912 |
|
|
|a GBV_ILN_2129
|
| 912 |
|
|
|a GBV_ILN_2190
|
| 912 |
|
|
|a GBV_ILN_2949
|
| 912 |
|
|
|a GBV_ILN_2950
|
| 912 |
|
|
|a GBV_ILN_4012
|
| 912 |
|
|
|a GBV_ILN_4035
|
| 912 |
|
|
|a GBV_ILN_4037
|
| 912 |
|
|
|a GBV_ILN_4046
|
| 912 |
|
|
|a GBV_ILN_4112
|
| 912 |
|
|
|a GBV_ILN_4125
|
| 912 |
|
|
|a GBV_ILN_4126
|
| 912 |
|
|
|a GBV_ILN_4242
|
| 912 |
|
|
|a GBV_ILN_4249
|
| 912 |
|
|
|a GBV_ILN_4251
|
| 912 |
|
|
|a GBV_ILN_4305
|
| 912 |
|
|
|a GBV_ILN_4306
|
| 912 |
|
|
|a GBV_ILN_4307
|
| 912 |
|
|
|a GBV_ILN_4313
|
| 912 |
|
|
|a GBV_ILN_4322
|
| 912 |
|
|
|a GBV_ILN_4323
|
| 912 |
|
|
|a GBV_ILN_4324
|
| 912 |
|
|
|a GBV_ILN_4325
|
| 912 |
|
|
|a GBV_ILN_4326
|
| 912 |
|
|
|a GBV_ILN_4335
|
| 912 |
|
|
|a GBV_ILN_4338
|
| 912 |
|
|
|a GBV_ILN_4346
|
| 912 |
|
|
|a GBV_ILN_4367
|
| 912 |
|
|
|a GBV_ILN_4393
|
| 912 |
|
|
|a GBV_ILN_4700
|
| 951 |
|
|
|a AR
|
| 952 |
|
|
|d 30
|j 2020
|e 75
|h 43-56
|