Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022

Jerami Giusappi Matta-Acosta; Cristian Armando Rios-Lama; Miguel Humberto Panez-Bendezú; Jorge Alberto Vargas-Merino

Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022

Translated title of the contribution: Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022

Jerami Giusappi Matta-Acosta, Cristian Armando Rios-Lama, Miguel Humberto Panez-Bendezú, Jorge Alberto Vargas-Merino

Direction of Research, Innovation and Social Responsibility

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The objective of this systematic review was to analyze theoretical and empirical studies on how to connect with the customer's mind, achieving a brand positioning with respect to its competitors, thus improving brand recognition and identity. The sources of information are the databases Ebsco, Scopus, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: articles with related research subtopics, period of the last 10 years and evaluated by experts; therefore, those that did not meet these criteria were excluded. As a result, 50 effective articles were obtained in which brand positioning studies were carried out and branding strategies were applied. The results show that the degree of awareness of brand recognition is high. However, the degree of application is low, due to the fact that companies do not apply branding strategies correctly. Finally, the main focus of brand awareness is to study consumer behavior with the perspective of customer identification with the brand in the companies.

Translated title of the contribution	Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022
Original language	Spanish
Title of host publication	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
ISBN (Electronic)	9786289520743
State	Published - 2023
Event	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duration: 19 Jul 2023 → 21 Jul 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2023-July
ISSN (Electronic)	2414-6390

Conference

Conference	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/Territory	Argentina
City	Buenos Aires
Period	19/07/23 → 21/07/23

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

Matta-Acosta, J. G., Rios-Lama, C. A., Panez-Bendezú, M. H., & Vargas-Merino, J. A. (2023). Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Matta-Acosta, Jerami Giusappi ; Rios-Lama, Cristian Armando ; Panez-Bendezú, Miguel Humberto et al. / Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022. Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{f0a29c969ea64cf68479e4697a9e686f,

title = "Gesti{\'o}n del reconocimiento de marca. Enfoques y perspectivas. Una revisi{\'o}n sistem{\'a}tica entre los a{\~n}os 2012-2022",

abstract = "The objective of this systematic review was to analyze theoretical and empirical studies on how to connect with the customer's mind, achieving a brand positioning with respect to its competitors, thus improving brand recognition and identity. The sources of information are the databases Ebsco, Scopus, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: articles with related research subtopics, period of the last 10 years and evaluated by experts; therefore, those that did not meet these criteria were excluded. As a result, 50 effective articles were obtained in which brand positioning studies were carried out and branding strategies were applied. The results show that the degree of awareness of brand recognition is high. However, the degree of application is low, due to the fact that companies do not apply branding strategies correctly. Finally, the main focus of brand awareness is to study consumer behavior with the perspective of customer identification with the brand in the companies.",

keywords = "Brand management, brand perspectives, brand positioning, systematic review",

author = "Matta-Acosta, {Jerami Giusappi} and Rios-Lama, {Cristian Armando} and Panez-Bendez{\'u}, {Miguel Humberto} and Vargas-Merino, {Jorge Alberto}",

note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 ; Conference date: 19-07-2023 Through 21-07-2023",

year = "2023",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

editor = "{Larrondo Petrie}, {Maria M.} and Jose Texier and Matta, {Rodolfo Andres Rivas}",

booktitle = "Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology",

}

Matta-Acosta, JG, Rios-Lama, CA, Panez-Bendezú, MH & Vargas-Merino, JA 2023, Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2023-July, 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023, Buenos Aires, Argentina, 19/07/23.

Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022. / Matta-Acosta, Jerami Giusappi; Rios-Lama, Cristian Armando; Panez-Bendezú, Miguel Humberto et al.
Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T1 - Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022

AU - Matta-Acosta, Jerami Giusappi

AU - Rios-Lama, Cristian Armando

AU - Panez-Bendezú, Miguel Humberto

AU - Vargas-Merino, Jorge Alberto

PY - 2023

Y1 - 2023

N2 - The objective of this systematic review was to analyze theoretical and empirical studies on how to connect with the customer's mind, achieving a brand positioning with respect to its competitors, thus improving brand recognition and identity. The sources of information are the databases Ebsco, Scopus, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: articles with related research subtopics, period of the last 10 years and evaluated by experts; therefore, those that did not meet these criteria were excluded. As a result, 50 effective articles were obtained in which brand positioning studies were carried out and branding strategies were applied. The results show that the degree of awareness of brand recognition is high. However, the degree of application is low, due to the fact that companies do not apply branding strategies correctly. Finally, the main focus of brand awareness is to study consumer behavior with the perspective of customer identification with the brand in the companies.

AB - The objective of this systematic review was to analyze theoretical and empirical studies on how to connect with the customer's mind, achieving a brand positioning with respect to its competitors, thus improving brand recognition and identity. The sources of information are the databases Ebsco, Scopus, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: articles with related research subtopics, period of the last 10 years and evaluated by experts; therefore, those that did not meet these criteria were excluded. As a result, 50 effective articles were obtained in which brand positioning studies were carried out and branding strategies were applied. The results show that the degree of awareness of brand recognition is high. However, the degree of application is low, due to the fact that companies do not apply branding strategies correctly. Finally, the main focus of brand awareness is to study consumer behavior with the perspective of customer identification with the brand in the companies.

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KW - brand positioning

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M3 - Contribución a la conferencia

AN - SCOPUS:85172329703

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Matta, Rodolfo Andres Rivas

T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023

Y2 - 19 July 2023 through 21 July 2023

ER -

Matta-Acosta JG, Rios-Lama CA, Panez-Bendezú MH , Vargas-Merino JA. Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Gestión del reconocimiento de marca. Enfoques y perspectivas. Una revisión sistemática entre los años 2012-2022

Abstract

Publication series

Conference

UN SDGs

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