Examinando por Materia "Antecedentes de marca"

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    Relaciones de valor de las lovebrands en el sector de la moda en la categoría vestuario
    (Universidad EAFIT, 2021) Benjumea Tabares, Angélica Liliana; Acevedo Mejía, Érika Cristina
    This monograph was oriented to identify the emotional relationships that consumers in Medellin establish with Colombian apparel lovebrands, through a qualitative and exploratory methodology, using in-depth interviews, inquiring from the experiences of the interviewees, based on the three arguments referred by Roberts (2005) for a brand to become a lovebrand: mystery, sensuality and intimacy. As a result of this study, it was determined that these three arguments intervene in the choice of lovebrands and how they can develop positively in the customer's commitment, as well as the value attributes and differentiators that they expect to find within a brand, which play an important role at the time of choice and affect their purchase decision, creating emotional relationships and loyalty. On the other hand, aspects such as product quality, customer service and price must interact with attributes such as comfort, versatility, sensuality, style and elegance that connect the customer with their personality and the brand. This research is recommended to be used as a reference for brand experience designers, and as a contribution to the understanding of the emotional bonds that brands create with consumers and to the improvement of their marketing decisions, applying these findings to their brand context. Finally, through this study, it becomes evident that the continuous construction of the attributes of a lovebrand drives its positioning in the consumer's mind.