Palabras clave
imagen de marca
intención de compra.
Cómo citar
Resumen
Resumen
Entendiendo que el presente documento constituye un "Working Papers" cuyo propósito es alojar el avance de los proyectos de investigación desarrollados en la Maestría de la IUPG , bajo la categoría de "literatura gris" proyectado a un artículo publicable en revista indexada, el resumen de este documento consiste en: analizar la influencia de las actividades promocionales en el sector de la compra de marcas de electrodomésticos, particularmente sobre la imagen de marca y la intención de compra de las personas de los estratos 2,3 y 4 de la ciudad de Bogotá. Se profundiza en el concepto de actividad promocional en esta categoría, analizando la relación desde la perspectiva teoría a la perspectiva practica de actividad promocional. Se espera que este estudio sirva a los practicantes y académicos del marketing, ofreciendo información respecto al papel de las actividades promocionales frente al diseño, desarrollo e innovación de producto en el ámbito de la imagen de marca y la intención de compra.
Palabras clave: Actividades promocionales, imagen de marca, intención de compra.
Abstract
Understanding that the present document constitutes a Working Papers whose purpose is to accommodate the progress of the research projects developed in the IUPG Masters, under the category of "gray literature" projected to an article published in indexed journal, the summary of This document consists of: analyzing the influence of promotional activities in the sector of the purchase of household appliances brands, particularly on the brand image and the purchase intention of the people of strata 2, 3 and 4 of the city of Bogota . The concept of promotional activity is deepened in this category, analyzing the relationship from the theory perspective to the practical perspective of activity
Key words: Promotional activities, purchase intention, purchase decision, brand perception.
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Working Papers by Institución Universitaria Politécnico Grancolombiano is licensed under a Creative Commons Reconocimiento-NoComercial-SinObraDerivada 3.0 Unported License.
Creado a partir de la obra en http://www.poligran.edu.co/wpmgem