Relacionamento de marca: análise de perspectivas e transcendência em a gestão
DOI:
https://doi.org/10.22267/rtend.202102.149Palavras-chave:
relacionamento da marca, personalidade da marca, gerenciamento de marca, dimensões da marca, identidade da marca, valor da marcaResumo
Este artigo de revisão descreve e analisa o estado da pesquisa sobre Relacionamento da Marca, com base em uma revisão de artigos em inglês publicados em periódicos listados em ABI Inform (Proquest), Wos of Science (WoS) e Scopus (Elsevier) no período de 2000 a 2020. Foi construída uma base de dados com aproximadamente 144 artigos com ele ano em que foram publicados o documento, autor, nome da revista, país e método empregado no estudo. Observa-se, após a revisão, que nos últimos anos o tema se consolidou e há uma proliferação de artigos relacionados diretamente ao campo tratado ou a suas dimensões, no entanto, há controvérsias diretamente sobre postulados anteriores de autores renomados sobre o assunto. As diferentes dimensões do tópico são discutidas juntamente com seu conceito principal, o que está sendo investigado e a contribuição que isso tem para os gerentes de marca, concluindo com algumas lacunas de pesquisas futuras.
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