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

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

Dirección de Investigación, Innovación y Sostenibilidad de la UPN

Universidad Privada del Norte
Universidad César Vallejo

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

Resumen

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.

Título traducido de la contribución	Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022
Idioma original	Español
Título de la publicación alojada	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtítulo de la publicación alojada	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editores	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
ISBN (versión digital)	9786289520743
Estado	Publicada - 2023
Evento	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duración: 19 jul. 2023 → 21 jul. 2023

Serie de la publicación

Nombre	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volumen	2023-July
ISSN (versión digital)	2414-6390

Conferencia

Conferencia	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
País/Territorio	Argentina
Ciudad	Buenos Aires
Período	19/07/23 → 21/07/23

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

ODS 12: Producción y consumo responsables

Palabras clave

Brand management
brand perspectives
brand positioning
systematic review

Otros archivos y enlaces

Enlace a la publicación en Scopus

Citar esto

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. En 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).

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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.",

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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. En 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).

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

TY - GEN

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 perspectives

KW - brand positioning

KW - systematic review

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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

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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. En Larrondo Petrie MM, Texier J, Matta RAR, editores, 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

Resumen

Serie de la publicación

Conferencia

ODS de las Naciones Unidas

Palabras clave

Otros archivos y enlaces

Huella

Citar esto