Revisão sistemática: situação atual da personalidade da marca para posicionamento estratégico

Autores

DOI:

https://doi.org/10.22267/rtend.222301.192

Palavras-chave:

estratégias de comunicação; imagem de marca; marketing; personalidade da marca, posicionamento estratégico

Resumo

O objetivo desta pesquisa é expor o avanço da personalidade de marca (PM) para fins de posicionamento estratégico (PE), cuja análise envolve ferramentas, modelos e setores econômicos. A metodologia utilizada é uma revisão sistemática da literatura com janela de observação de 2018 a 2021; Os principais achados mostram que a análise de correspondência e o mapeamento perceptivo são ferramentas que permitem mensurar o PE. As principais contribuições foram nas áreas de turismo, esportes, educação, automotivo, mercado internacional, política, varejo, comércio eletrônico, produtos de higiene pessoal, serviços portuários, publicidade, bebidas e jornalismo. Os modelos que surgiram são o BCP, um modelo para atletas e o modelo STPS que permitem aprimorar o PE a partir da teoria do PM, bem como propostas inovadoras por meio da utilização de novas ferramentas como emojis, índices, tabela de divergência e text mining.

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Biografia do Autor

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

Como Citar

Cruz Tarrillo, J. J., Haro Zea, K. L., & Soria Quijaite, J. J. (2022). Revisão sistemática: situação atual da personalidade da marca para posicionamento estratégico. Tendencias, 23(1), 315–340. https://doi.org/10.22267/rtend.222301.192