Examinando por Materia "Marcas - Mercadeo"

Mostrando 1 - 5 de 5
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    El mercadeo experiencial en la gestión de marca
    (Universidad EAFIT, 2016) Cano Maya, Maryluz; Martínez Giraldo, Carolina; Orozco Toro, Jaime Alberto; Muñóz Molina, Yaromir
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    El uso de redes sociales en la influencia de comunidades de marca de vestuario informal en decisiones de consumo
    (Universidad EAFIT, 2016) Estrada Jiménez, Juliana; Mejía Llano, Juan Carlos; Muñoz Molina, Yaromir
    The interactions of people have transcended the boundaries to be set in a virtual environment, in which there are multiple actors that influence, to a greater or lesser extent, perceptions and feelings, essential elements in buying decisions and consumption of different goods and services -- It is also seem that the presence of casual apparel brands in social networks, is increasing in some scenarios and intensified in others -- Furthermore, this paper analyzes a group of active users in social networks; followers of brands, to assess the impact of belong to brands communities in their consumption decisions -- For this, men and women in the study were analyzed, taking into account their preferences in casual clothes, brand purchase, among others; on this basis, it explores the use of social networks, brands which are linked, different experiences with them in various platforms; all to generate comparative and relevant information regarding the influence that is generated in such interactions -- This study helps to understand the implications of purchasing decisions and use, a phenomenon of social, cultural, technological and business, from the standpoint of marketing
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    Evaluar la viabilidad de penetrar en la categoría de repostería internacional en una tienda de experiencia, con base en una investigación de mercado efectuada en la ciudad de Pereira
    (Universidad EAFIT, 2017) Sánchez Betancurt, Juliana Andrea; Peláez Preciado, Harold; Serrano Rivero, Sergio Andrés
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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
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    Marca de país como generador de valor agregado a la oferta exportable de pulpa de fruta de Colombia hacia Corea del Sur
    (Universidad EAFIT, 2017) Agudelo Zapata, Nicolás Fernando; Arboleda Ramírez, María Teresa; Jaramillo Restrepo, Clara Eugenia; Mejía Gil, María Clara
    In recent years, Colombia has signed several free trade agreements, one of the most recent was signed with South Korea in 2016 -- Free trade agreements open the doors to trade, and trade must be strengthened by Government efforts, like the creation and diffusion of the country brand -- This research aims to explore the incidence of the country brand for the value generation to the exportable offer of frozen fruit pulp from Colombia to South Korea -- It is a qualitative and exploratory study based on primary sources such as interviews with industry experts, producers and exporters, and secondary sources including press news, published articles and documents of the governmental entity ProColombia -- Among the main results, it is evident that the country brand is important for the generation of value in the export of products by the endorsement and denomination of origin, which affects the good image perceived by the consumer -- Additionally, it is found that the Colombia´s potential to boost exports, hasn´t yet been sufficiently exploited -- This is largely due to a lack of producer initiative, poor technical training and, in the case of small exporters, little support from government entities -- This research intends to highlight the existing opportunity for the export of fruit pulp using as a value generator the CO country mark, being a fundamental part of the link between supply and demand