Examinando por Materia "Atributos de marca"

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    Atributos de marca de la categoría de prendas y accesorios deportivos valorados por los consumidores entre 25 y 55 años de la ciudad de Medellín
    (Universidad EAFIT, 2020) Ospina Lopera, Mónica Liliana; Madrid Sánchez, David; Londoño Vélez, Natalia; Villegas Gómez, Juliana
    The rise of healthy lifestyle has boosted the sportswear industry in the world. According to Euromonitor International (2018), the global growth of this market has been 22% in the last 5 years, and in Colombia it was even higher, reaching 47.8% from 2012 to 2017. It is estimated that for 2022 there will be a steady increase in this category, that aligns with the international market and projects in 20%, which demonstrates the attractiveness of the sector (Euromonitor International, 2018). The purpose of this article is to investigate the brand attributes of the sportswear and sports apparel category in consumers in Medellín with ages between 25 and 55, in order to enrich the theory of sportswear brand attributes from a consumer’s point of view. To achieve this, an exploratory study was carried out with a qualitative approach, addressing consumers in the category through in-depth interviews and focus groups, and carrying out interviews with experts in Medellín, which for research purposes are referred to as primary sources. As secondary sources, data provided by Euromonitor, known authors and books on marketing, national and international indexed journals, global consultants’ reports and Colombian informative and economic journals, were used. The results obtained were: (a) the identification of the main sportswear category brands in Medellín, which, according to reports from Euromonitor International, and the expert Lorenzo Velásquez, from Inexmoda, are: Adidas, Nike, Decathlon, Bronzini Active and Punto Blanco, (b) the identification of the main consumer segments of brands in the category of sportswear that were discussed in three focus groups with consumers that practice sports regularly the first with consumers of ages between 25-35, the second with ages between 35-45 and the third one with ages between 45-55, (c) the establishment and ranking of the attributes when buying sportswear and sports apparel. This, in order to conclude that for consumers with ages between 25 and 35, the main factor in the buying decision was design, for the age group between 35 and 45, the experience, and for the group with ages between 45 and 55, comfort.
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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.