Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico

Palabras clave: estrategias de comunicación; imagen de la marca; marketing; personalidad de marca; posicionamiento estratégico

Resumen

El propósito de esta investigación es exponer el avance de la personalidad de marca (PM) para fines de posicionamiento estratégico (PE) cuyo análisis involucre herramientas, modelos y sectores económicos. La metodología utilizada es una revisión sistemática de la literatura con una ventana de observación de 2018 a 2021; los principales hallazgos muestran que el análisis de correspondencia y el mapeo perceptual son herramientas que permiten medir el PE. Las principales contribuciones fueron en el campo del turismo, deporte, educación, automotriz, mercado internacional, política, retail, comercio electrónico, productos de aseo personal, servicios portuarios, publicidad, bebidas y periodismo. Los modelos que han surgido son el BCP, modelo para deportistas y el modelo STPS que permiten mejorar el PE desde la teoría de la PM, así como propuestas innovadoras mediante el uso de nuevas herramientas como emojis, índices, cuadro de divergencia y minería de textos.

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Biografía del autor/a

Jose Joel Cruz Tarrillo, Universidad Peruana Unión

Magíster en Administración de Negocios con Mención en Gestión Empresarial, Universidad Peruana Unión. Coordinador de Investigación en la Escuela Profesional de Administración, Universidad Peruana Unión. ORCiD: 0000-0002-6372-5055. E-mail: jose.cruz@upeu.edu.pe, Perú.

Karla Liliana Haro Zea, Universidad de Montemorelos

Doctora en Planeación estratégica y Dirección de Tecnología por la Universidad Popular Autónoma del Estado de Puebla (UPAEP) con Postdoctorado en Desarrollo Sostenible. Profesora investigadora de la Universidad de Montemorelos. ORCiD: 0000-0002-7257-0673. E-mail: liliana.haro@outlook.com, México.

Juan Jesús Soria Quijaite, Universidad Peruana Unión

Doctor en Ingeniería de Sistemas, Universidad Alas Peruanas. Docente de la Escuela Profesional de Ingeniería de Sistemas, Universidad Peruana Unión. Investigador RENACYT, Grupo de María Rostworowski del Nivel I. ORCiD: 0000-0002-4415-8622. E-mail: jesussoria@upeu.edu.pe, Perú.

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Publicado
2022-01-01
Cómo citar
Cruz Tarrillo, J., Haro Zea, K., & Soria Quijaite, J. (2022). Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico. Tendencias, 23(1), 315-340. https://doi.org/10.22267/rtend.222301.192