Examinando por Autor "Rodríguez Aponte, Nathalia"

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    La salsa y los factores que influyen en la experiencia de marca: Medellín en su salsa, caso de estudio: Bar Son Havana
    (Universidad EAFIT, 2018) Rodríguez Aponte, Nathalia; Muñoz Molina, Yaromir; Saldarriaga Sierra, Adriana Marcela
    The main objective of this research is to identify the factors that influence the brand experience of consumers at Bar Son Havana in the city of Medellin -- For this, the application of different models proposed by authors such as Aaker, Costa, Kotler and Keller, Keller, and Jung, among others, was taken into account, which helped to find the variables that customers value in the bar and the aspects that determine the meaning and significance of the experience. The methodology used is qualitative, and semi structured interviews and participatory observation were used as tools -- In the same way, this information was triangulated with bibliographic references and with deepening studies related to this topic -- As a result, it was found that the market and the ecosystem are influenced by aspects of brand identity defined by the bar, such as personality, benefits, attributes and values; in turn, the relationship of familiarity and the appropriation of the style of the bar with the characteristics of the segment -- Finally, this research reveals that there are currently few marketing studies that analyze the category of night establishments related to salsa; therefore, it is considered important to propose more research on this subject, since the market is in a permanent boom, and over the years the genre has had interesting developments in the city