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Journal ArticleDOI

El uso de los arquetipos en la industria de la moda en Colombia

01 Jan 2014-Estudios Gerenciales (Universidad Icesi)-Vol. 30, Iss: 130, pp 48-54

AbstractLos arquetipos se han presentado como una herramienta poderosa para la definicion de la personalidad de marca y son especialmente utiles en el mercadeo de marcas de moda. El presente estudio busca comprender el uso de los arquetipos en empresas colombianas de moda, presenta la percepcion que tienen los empresarios de esta herramienta e identifica las motivaciones y los obstaculos para su incorporacion. Se realizaron 16 entrevistas a profundidad, la mayoria con empresarios que estaban implementando o deseaban implementar los arquetipos. Se evidencia que los jefes de las marcas de moda colombianas presentan varias motivaciones para usar la herramienta; sin embargo, el uso de arquetipos es limitado y presenta multiples obstaculos para su implementacion.

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Citations
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Journal ArticleDOI
Abstract: Purpose The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts. Findings Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations. Originality/value Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

6 citations


01 Dec 2008
Abstract: Este trabajo tiene dos fines: el primero consiste en introducir el concepto perfil de valor de marca, sustentado en que el valor percibido de marca es un constructo multidimensional y que su utilidad radica en que marcas con perfiles semejantes serian competidoras proximas. Como segundo objetivo se presenta un instrumento que mide estas dimensiones. Los reactivos del instrumento fueron planteados para adaptarse a distintas categorias de producto. Se presentan los resultados del proceso de diseno del instrumento, llamado VMC7. Fue aplicado a consumidores de siete categorias de producto y cada sujeto evaluo la marca comprada. Se muestran los puntajes por componente, los cuales conforman el perfil de cada marca y mediante dendogramas se muestran sus distancias preceptuales.

4 citations


04 Dec 2014
Abstract: Este trabajo tiene dos fines: el primero consiste en introducir el concepto perfil de valor de marca, sustentado en que el valor percibido de marca es un constructo multidimensional y que su utilidad radica en que marcas con perfiles semejantes serian competidoras proximas. Como segundo objetivo se presenta un instrumento que mide estas dimensiones. Los reactivos del instrumento fueron planteados para adaptarse a distintas categorias de producto. Se presentan los resultados del proceso de diseno del instrumento, llamado VMC7. Fue aplicado a consumidores de siete categorias de producto y cada sujeto evaluo la marca comprada. Se muestran los puntajes por componente, los cuales conforman el perfil de cada marca y mediante dendogramas se muestran sus distancias preceptuales.

1 citations


References
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Book
01 Jan 2002
Abstract: This book explains clearly conceptual issues and themes on qualitative research and evaluaton methods including: qualitative data, triangulated inquiry, qualitative inquiry, constructivism, constructionism, Complexity (chaos) theory, qualitative designs and data collection, fieldwork strategies, interviewing, tape-recording, ethical issues, analysis, interpretation and reporting, observations vs. perceived impacts and utilisation-focused evaluation reporting.

13,418 citations


"El uso de los arquetipos en la indu..." refers background in this paper

  • ...Una vez concluido el trabajo de recolección y análisis, se procedió a realizar triangulación (Patton, 2002; Cisterna, 2005; Benavides y Gómez-Restrepo, 2005) mediante cruce con el marco teórico y con fuentes adicionales....

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  • ...Estas entrevistas se transcribieron para su categorización y análisis por asociación (Gallo, 2000), y para comparar, establecer causas y consecuencias y relaciones (Patton, 2002)....

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Journal ArticleDOI
Abstract: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.

4,582 citations


"El uso de los arquetipos en la indu..." refers background in this paper

  • ...…de arquetipos en el mercadeo tiene lugar en la perspectiva de marca como persona, donde el gerente de marca busca desarrollar la personalidad de su marca al darle a esta características humanas tales como género, edad, clase socioeconómica y estilo de vida, entre otras (Aaker, 1996, 1997)....

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Journal ArticleDOI
Abstract: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,...

4,409 citations


Posted Content
Abstract: Retro brands are relaunched historical brands with updated features. The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I — The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a Utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.

985 citations


Journal ArticleDOI
Abstract: In this article, I examine the cultural and subcultural construction of consumption meanings and practices as they are negotiated from mass media images and objects. Field notes and artifacts from 20 months of fieldwork at Star Trek fan clubs, at conventions, and in Internet groups, and 67 interviews with Star Trek fans are used as data. Star Trek’s subculture of consumption is found to be constructed as a powerful utopian refuge. Stigma, social situation, and the need for legitimacy shape the diverse subcultures’ consumption meanings and practices. Legitimizing articulations of Star Trek as a religion or myth underscore fans’ heavy investment of self in the text. These sacralizing articulations are used to distance the text from its superficial status as a commercial product. The findings emphasize and describe how consumption often fulfills the contemporary hunger for a conceptual space in which to construct a sense of self and what matters in life. They also reveal broader cultural tensions between the...

959 citations


"El uso de los arquetipos en la indu..." refers background in this paper

  • ...Diversos estudios reafirman la importancia del significado de las marcas y del rol de los consumidores en su proceso de activación (Brown, Kozinets y Sherry, 2003; Kozinets, 2001)....

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