Examinando por Materia "Lealtad de marca"

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    Ítem
    Nivel de involucramiento del mensaje de marca durante el proceso de compra de vehículos en Medellín y Envigado
    (Universidad EAFIT, 2021) Wells Álvarez, David Alejandro; Bejarano Botero, Luis Mauricio
    The measurement of cognitive learning in 33 vehicle consumers through the FCB grid model and brand loyalty made it possible to measure their level of message involvement or engagement against the thinking / feeling dimensions of the advertising narrative. The results show that it is from the person with the message who is involved and that the purchase belongs to the upper and middle levels where the learning process has four combinations of learning → feeling → doing.
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    ¿La ropa gay existe? : incidencia de la orientación sexual de hombres gay en el relacionamiento con marcas de ropa en Medellín, Colombia
    (Universidad EAFIT, 2022) Tamayo Gómez, Andrés Camilo; Agudelo Calle, Jhonny Alejandro
    Gay male consumers represent a niche market with high purchasing power, which is attractive to businesses and brands, especially in the fashion industry. In addition, this sexual collective shows greater loyalty to gay-friendly brands. The present study investigated the incidence of gay male sexual orientation in rational and emotional consumption relationships with clothing brands in Medellin, Colombia. The methodology was qualitative and exploratory, with a sample of twelve self-identified gay male informants who were interviewed using semi-structured interviews. It was identified that sexual orientation does affect the construction of transactional relationships through stereotypes and the use of clothing as a product with cultural and semiotic characteristics and meanings that influence the construction of a social, individual, and sexual identity. Lastly, it was found that the incidence of sexual orientation has not yet been considered in affective relationships; therefore, market segmentation by sexual orientation is recommended as a tool to deepen the relationship with clothing brands and thus discover motivations that help to build deep and meaningful relationships that lead to the development of true affective loyalty.