Lovemarks e investigaciones académicas en mercadotecnia: avance de un proceso de revisión sistemática de literatura

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Publicado: may. 31, 2022
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2022-05-31 (1)
DOI: https://doi.org/10.21676/23897848.4859
Palabras clave:
lovemarks; love; brand; marketing; branding.

Contenido principal del artículo

Giomar Alexander Uribe-Torres
Institución Universitaria Politécnico Grancolombiano
Wilfredo Romero-Jiménez
Corporación Universitaria Minuto de Dios
Sandra Rojas-Berrio
Universidad Nacional de Colombia
Oscar Robayo-Pinzón
Institución Universitaria Politécnico Grancolombiano

Resumen

Este documento presenta los resultados de un proceso de Revisión Sistemática de Literatura (RSL), cuyo objetivo es analizar el alcance o el nivel investigativo académico sobre lovemarks o marcas amadas en el contexto de marketing. La ecuación de búsqueda que se diseñó para encontrar los productos académicos relacionados es operada en la base de datos científica Scopus de la siguiente forma: (TITLE-ABS-KEY (lovemarks OR (brand AND love). Así mismo, para la visualización de la información se utiliza el programa VOS viewer. Como resultado, la búsqueda arroja un total de 422 documentos. Tras el proceso de depuración se analizan en ellos los aspectos conceptuales, teóricos y metodológicos de 151 resúmenes. Los resultados preliminares exponen la distribución geográfica de los resultados, los autores representativos, el tipo de documentos, las revistas en las que se ha publicado sobre el tema y las variables utilizadas para las perspectivas conceptuales, es decir, “lovemarks”, “love” y “brand”.

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Cómo citar
Uribe-Torres, G. A., Romero-Jiménez, W., Rojas-Berrio, S., & Robayo-Pinzón, O. (2022). Lovemarks e investigaciones académicas en mercadotecnia: avance de un proceso de revisión sistemática de literatura. Clío América, 16(31), 757–766. https://doi.org/10.21676/23897848.4859
Número
Vol. 16 Núm. 31 (2022): enero - junio 2022
Sección
Artículo de Investigación Científica y Tecnológica
Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

Esta revista proporciona un acceso abierto a su contenido, basado en el principio de ofrecer al público un acceso libre a las investigaciones ayuda a un mayor intercambio global del conocimiento. De igual forma su versión impresa es de libre acceso y no tiene costos asociados por publicación.

Citas

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