Principios teóricos de la personalidad de marca de moda y percepción de la imagen de un embajador de marca
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https://doi.org/10.24054/face.v14i1.1854Palabras clave:
Personalidad de marca, embajadores de marca, marcas de moda, escalas de personalidad de marcaResumen
El objetivo esencial de este artículo es analizar cuáles son las teorías que están relacionadas con el estudio de la personalidad de marca y un embajador de marca. En principio se explican los principales conceptos que soportan los estudios de personalidad de marca con el énfasis en una marca de moda; en la segunda parte presentan las teorías sobre las escalas de medida más significativas dentro de los estudios de personalidad de marca y de personalidad humana y finalmente dentro de este marco se presentan los conceptos relacionados con embajadores de marca. A partir de allí se exponen las principales conclusiones y hallazgos, así como los límites y posibles nuevos aportes.
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- 2014-12-21 (2)
- 2022-10-31 (1)
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Derechos de autor 2022 FACE: Revista de la Facultad de Ciencias Económicas y Empresariales
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