Incidence of cognitive and affective attitudes of consumers in the defense of a local brand
From marketing, this study explores the perceptions of consumers about the local brand La Catira Industria Láctea, located in the department of Meta, Colombia. It aims to analyze the cognitive and affective attitudes of the consumer in relation to the brand in order to establish the variable with th...
- Autores:
- Tipo de recurso:
- http://purl.org/coar/resource_type/c_6817
- Fecha de publicación:
- 2020
- Institución:
- Universidad Pedagógica y Tecnológica de Colombia
- Repositorio:
- RiUPTC: Repositorio Institucional UPTC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.uptc.edu.co:001/10324
- Acceso en línea:
- https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627
https://repositorio.uptc.edu.co/handle/001/10324
- Palabra clave:
- marketing;
cognitive attitude;
affective attitude;
brand defense
marketing;
actitud cognitiva;
actitud afectiva;
defensa de la marca
- Rights
- License
- Derechos de autor 2020 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN