En la última década, el uso y consumo de smartphones (teléfonos inteligentes) ha ascendido de manera constante, así mismo la manera en la que los consumidores interactúan con las marcas se ha transformado a causa del acceso a conexión internet en smartphones, por ello, es fundamental conocer los factores que podrían influir en la decisión de compra de smartphones en los consumidores. En el presente paper, mediante un análisis cuantitativo buscará identificar la relación de las variables brand awareness, brand association, perceived quality y repurchase intention en la categoría de smartphones. / In the last decade, the use and consumption of smartphones has grown steadily, likewise, the way in which consumers interact with brands has changed due to access to internet connection on smartphones. It is essential to know the factors. In that way, it is essential to know the factors that could influence the purchase intention of smartphones in consumers. In this paper, through a quantitative analysis it seeks to identify the relationship of the variables brand awareness, brand association, brand loyalty, perceived quality and repurchase intention. / Trabajo de investigación

El propósito de esta investigación es obtener información relevante del Brand experience y Brand Loyalty en relación al Customer Engagement en redes sociales de marcas de ropa para mujeres. Esta propuesta de investigación está basada en cuatro hipótesis sobre la relación entre las variables Brand Experience y Brand Loyalty con el Customer Engagement. Por lo cual, se trabajará una investigación concluyente con enfoque cuantitativo con alcance correlacional. Las variables serán medidas bajo la escala de Likert de 5 puntos, siendo 1 Fuertemente en desacuerdo y 5 Fuertemente de acuerdo. El muestreo por conveniencia será comprenderá 400 mujeres que siguen a marcas de ropa en sus redes sociales. La evaluación de las hipótesis planteadas tendrá un enfoque estadístico a través SPSS y se emplearán regresiones lineales. / The purpose of this research is to obtain relevant information from the Brand Experience and Brand Loyalty in relation to the Customer Engagement in social networks women's clothing brands. This research proposal is based on six hypotheses about the relationship between the variables Brand Experience and Brand Loyalty with Customer Engagement. Therefore, this conclusive research will work with a quantitative approach with correlational scope. The variables will be measured under the 5-point Likert scale, with 1 Strongly disagree and 5 Strongly agree. The convenience sample will include 400 women who follow fashion brands in their social networks. The evaluation of the hypotheses will have a statistical approach through SPSS and linear regressions. / Trabajo de investigación

La categoría de supermercados en Perú resulta importante para el consumidor peruano, pues es un canal de compra vigente pese a la pandemia generada por Covid-19. Por ello, el objetivo de esta investigación es estudiar las posibles relaciones y efectos de las variables brand image, brand trust, perceived value y customer satisfaction en relación a repurchase intention en la categoría mencionada. Asimismo, este estudio se lleva a cabo debido a que se desea evaluar a las variables en conjunto y en un contexto peruano, ya que se considera que será un aporte significativo para mejorar el vínculo entre el shopper peruano y la categoría de supermercados. Además, en este estudio, por el momento, solo se considerarán 5 variables en la categoría. Sin embargo, no se descarta la posibilidad de otros factores que puedan influir en los futuros hallazgos. Luego de la revisión bibliográfica, se identificaron autores como Kim y Chao (2019) enfocados en el estudio de las variables brand image y brand trust; Slack, Singh y Sharma (2020), centrados en investigar al customer satisfaction y perceived value en los supermercados. Por último, Oyedele, Saldivar, Hernandez y Goenner (2018), orientan su investigación hacia repurchase intention. Según los autores mencionados, se propone que la metodología de la investigación se realice mediante el análisis de regresión y correlación en SPSS. Cabe mencionar que la implementación de encuestas con preguntas con escala de Likert se ha reconocido como parte de estas metodologías, por lo que se evaluará su posible uso en este estudio. / The supermarket sector in Peru is important for the Peruvian consumer, as it is a current purchase channel despite the pandemic generated by Covid-19. Therefore, the objective of this research is to study the possible relationships and effects of the variables brand image, brand trust, perceived value and customer satisfaction in relation to repurchase intention in the aforementioned category. Likewise, this study is carried out because we want to evaluate the variables as a whole and in a Peruvian context, since we consider that it will be a significant contribution to improve the link between the Peruvian shopper and the supermarket category. Furthermore, in this study, for the time being, only 5 variables in the category will be considered. However, the possibility of other factors that may influence future findings is not ruled out. After the literature review, authors such as Kim and Chao (2019) were identified, focused on the study of the variables brand image and brand trust; Slack, Singh and Sharma (2020), focused on investigating customer satisfaction and perceived value in supermarkets. Finally, Oyedele, Saldivar, Hernandez and Goenner (2018), focus their research on repurchase intentions. According to the mentioned authors, it is proposed that the methodology of the research be carried out through regression and correlation analysis in SPSS. It is worth mentioning that the implementation of surveys with Likert scale questions has been recognized as part of these methodologies, so their possible use in this study will be evaluated. / Trabajo de investigación

El presente estudio se centra en analizar las variables Social Media Marketing, Co-creation of Value y Customer Brand Engagement en relación al Customer Satisfaction en marcas deportivas. En primer lugar, existen marcas deportivas que ya han implementado la Co-creación como estrategia en sus redes sociales con el objetivo de generar valor para la marca a través de la participación de sus consumidores. Con lo cual, la mencionada variable fortalece la relación entre la marca y el cliente, dado que el público esté dispuesto a asumir el rol como co-creadores de productos de las marcas deportivas, lo cual, la participación activa de los consumidores se relacionaría con la satisfacción y lealtad hacia la marca. Por último, este estudio se enfocarán en hombres y mujeres entre 25 y 35 años que son activas en redes sociales y frecuentemente cocrean con las marcas deportivas que siguen y compran. A dicho público objetivo se le aplicará encuestas donde se aplicará el muestreo no probabilística con un cálculo poblacional infinito, lo cual se va a medir de acuerdo a una escala de likert. / This study focuses on analyzing the variables Social Media Marketing, Co-creation of Value and Customer Brand Engagement in relation to Customer Satisfaction in sports brands. In the first place, there are sports brands that have already implemented Co-creation as a strategy in their social networks with the aim of generating value for the brand through the participation of their consumers. With which, the aforementioned variable strengthens the relationship between the brand and the client, given that the public is willing to assume the role as co-creators of sports brand products, which, the active participation of consumers would be related to satisfaction and loyalty to the brand. Finally, this study will focus on men and women between the ages of 25 and 35 who are active on social media and usually co-create with the sports brands they follow and buy. Surveys will be applied to said target audience where non-probability sampling will be applied with an infinite population calculation, which will be measured according to a Likert scale. / Trabajo de investigación

El presente trabajo de investigación pretende poder analizar las relaciones que existen entre las variables Valor de contenido hedónico, boca a boca electrónico (eWOM), Interactividad de la marca (BI) y el Compromiso de la marca del consumidor (CBE) dentro de la categoría de bebidas energizantes, en donde el uso y promoción del contenido de valor se trabaja y difunde principalmente por redes sociales afines a consumidores jóvenes dado los estilos de vida activos y ocupados que suelen llevar. Asimismo, la metodología que se va a utilizar en la cuantificación para las hipótesis serán con técnicas estadísticas de correlación y regresión lineal múltiple con el software SPSS. El contenido hedónico que desarrollan las marcas pertenecientes a la industria de energizantes, permite a que el usuario interactúe y participe en las actividades de marketing que promueva esta misma con la finalidad de que exista un compromiso entre marca-consumidor, y con ella, influya de manera positiva en el comportamiento del individuo. En efecto, los comentarios, opiniones, reseñas y experiencias que el involucrado transmite por redes sociales, fortalece el vínculo con la marca; además, de inclinar a que otros usuarios apuesten y se inclinen por la marca, y con ello, aumenten las posibilidades de interacción a nivel de estado cognitivo, emocional y conductual en beneficio para la misma. / The present research work aims to be able to analyze the relationships that exist between the variables Value of hedonic content, electronic word of mouth (eWOM), Brand Interactivity (BI) and Consumer brand engagement (CBE) within the category of energy drinks, where The use and promotion of valuable content is worked on and disseminated mainly by social networks related to young consumers given the active and busy lifestyles that they usually lead. Likewise, the methodology that will be used in the quantification for the hypotheses will be with statistical techniques of correlation and multiple linear regression with the SPSS software. The hedonic content developed by brands belonging to the energizers industry, allows the user to interact and participate in the marketing activities that it promotes in order that there is an engagement between brand-consumer, and with it, influence the positive way in the behavior of the individual. Indeed, the comments, opinions, reviews and experiences that the person involved transmits through social networks, strengthens the bond with the brand; In addition, to incline other users to bet and lean towards the brand, and with it, increase the possibilities of interaction at the level of cognitive, emotional and behavioral state for the benefit of it. / Trabajo de investigación

[pt] Estima-se que até 2050, noventa por cento da população da América Latina esteja residindo em áreas urbanas (UN DESA, 2018), dado que impõe um desafio às cidades, que precisam buscar soluções para melhorar a qualidade de vida de seus habitantes e ainda ser capazes de atrair investimentos e visitantes, desenvolvendo estratégias que as destaquem mundialmente. Visando melhorar a qualidade de vida, a eficiência dos serviços e a competitividade dos centros urbanos, através da tecnologia, respeitando aspectos econômicos, sociais, ambientais e culturais, o conceito de Cidade Inteligente apresenta-se como uma solução para o presente e o futuro das cidades (ITU-T, 2016), influenciando ainda, a indústria do turismo, de onde emerge o Destino Turístico Inteligente, que se propõe a tornar a experiência geral dos visitantes mais divertida, eficiente e conveniente (BOES; BUHALIS; INVERSINI, 2015). O objetivo desta tese é compreender como os atributos de Cidades Inteligentes (GIFFINGER et al., 2007) influenciam a marca de uma cidade. Empregando uma estratégia de métodos mistos, foram coletadas percepções de turistas acerca dos atributos em dez capitais da América Latina. Em seguida, foram investigadas as iniciativas e a comunicação das cidades, através da análise dos sites e publicações nos perfis de turismo da rede social Instagram. Por fim, a trajetória do Rio de Janeiro para se tornar uma Cidade Inteligente e um Destino Turístico Inteligente (BUHALIS; AMARANGGANA, 2014) foi examinada. Os achados apontam dissonâncias entre o que é percebido e o que é comunicado, indicando oportunidades para que os gestores públicos, profissionais de branding e de turismo agreguem tais atributos aos posicionamentos de marcas de cidades, bem como ampliem o escopo de um Destino Turístico Inteligente, aproximando-o do conceito de Cidade Inteligente. A tese contribui com os estudos sobre marcas de lugares, ao investigar de que forma os atributos de Cidades Inteligentes podem influenciar as marcas de cidades ou de destinos turísticos e com a concepção de destinos turísticos, ao identificar que a dimensão Pessoas deve ser ressaltada. Envolver os cidadãos em uma cultura inteligente e adotar as dimensões de Cidades Inteligentes como premissas para direcionar a ideação do plano estratégico das cidades da América Latina, pode contribuir para a construção de sua reputação como Cidade Inteligente. / [en] It is estimated that by 2050, 90 percent of the population of Latin America will be living in urban areas (UN DESA, 2018), as this poses a challenge to cities, which need to seek solutions to improve the quality of life of their inhabitants and still be capable of attracting investments and visitors, developing strategies that make them stand out worldwide. Aiming to improve the quality of life, the efficiency of services and the competitiveness of urban centers, through technology, respecting economic, social, environmental and cultural aspects, the Smart City concept presents itself as a solution for the present and the future of cities (ITU-T, 2016), also influencing the tourism industry, from which the Smart Tourism Destination emerges, which proposes to make the general experience of visitors more fun, efficient and convenient (BOES; BUHALIS; INVERSINI, 2015) . The objective of this thesis is to understand how the attributes of Smart Cities (GIFFINGER et al., 2007) influence the brand of a city. Employing a mixed methods strategy, tourists perceptions of attributes were collected in ten Latin American capitals. Then, the initiatives and the communication of the cities were investigated, through the analysis of the websites and publications in the tourism profiles of the social network Instagram. Finally, Rio de Janeiro s trajectory towards becoming a Smart City and Smart Tourist Destination (BUHALIS; AMARANGGANA, 2014) was examined. The findings point to dissonances between what is perceived and what is communicated, indicating opportunities for public managers, branding and tourism professionals to add such attributes to the positioning of city brands, as well as to expand the scope of an Smart Tourism Destination, bringing it closer to the Smart City concept. The thesis contributes to studies on place branding, by investigating how the attributes of Smart Cities can influence the brands of cities or tourist destinations and with the design of tourist destinations, by identifying that the People dimension should be highlighted. Involving citizens in an intelligent culture and adopting the dimensions of Smart Cities as premises to direct the ideation of the strategic plan of cities in Latin America, can contribute to building their Smart Cities reputation.

El presente trabajo tuvo como objetivo principal: Identificar la relación entre la información que una marca país comunica como herramienta que fomenta en la decisión de viajar a un país de la región sudamericana del público objetivo. La metodología de estudio fue de carácter mixto: cualitativo mediante el empleo de entrevistas a un grupo de personas del público objetivo y expertos; y cuantitativo por medio de encuestas aplicadas a una muestra significativa. Los resultados principales mostraron que las personas utilizan con mayor frecuencia el medio online para la búsqueda de información y mencionaron también que sí han visto alguna vez alguna publicidad de alguna de las marcas país evaluadas en el presente estudio por medios masivos o alternativos. Mediante las percepciones que tienen sobre los países lograron identificar ciertos elementos de la comunicación del destino; sin embargo, no conocían alguna campaña o esfuerzo promocional a profundidad o la presencia que ha tenido el país como imagen en distintas actividades. A pesar de eso, un 76% de la muestra identificó que una marca país sí puede ejercer una influencia en la decisión de viaje a uno de los países sudamericanos estudiados. Esto significa que, mediante una estrategia y campaña de promoción adecuada, se pueden finalmente alcanzar los resultados positivos que una marca país tiene como objetivo: el generar una mayor atractividad hacia el destino, sea para la generación de mayores divisas por medio de actividades como el turismo, por los negocios dentro del territorio o las inversiones posibles luego de haber visto al país como un lugar apto. / The following thesis’ objective was to: identify the relationship between the information that a country brand communicates as a tool of influence in the decision to travel to a country in the South American region in people from the target. The methodology of the study was mixed: qualitative through the use of interviews with a group of people from the target audience and experts in the field; and quantitative according to a survey applied to a given sample according to the population. The main results showed that people use most often online media for finding information and even mentioned in certain cases that they have seen any advertising of any of the country brands evaluated in this study by massive or alternative media. In addition, by perceptions the target was able to identify certain elements of the communication of the destination; however, they did not know any campaign or promotional effort at depth or the presence that has had the country as image in different activities. Despite that, 76% of the sample identified a brand country as an influence in the decision to travel to one of the South American countries studied. This means that, through a strategy and appropriate promotional campaign, the positive results can be achieved by a country brand: generating a greater attractiveness to the destination, whether for the generation of major currencies by means of activities like tourism, businesses within the territory or investments possible after seeing the country as a place. / Tesis

El presente es un informe ejecutivo del desarrollo de programas In-House de asesoría de imagen para empresas ejecutado en determinados rubros del mercado. Estos programas fueron identificando las necesidades y problemas de varias empresas de contadores, abogados, cooperativas, seguros, inmobiliarias y agencias de publicidad. Se aplicó a los equipos de trabajo constituido por hombres y mujeres entre 25 y 45 años que mantienen alto contacto con sus clientes. Esto ha permitido verificar que existe una necesidad en el mercado empresarial de obtener las herramientas para poder empoderar una imagen exitosa y confiable. Para la elaboración se utilizaron diferentes herramientas que fueron las siguientes: El pensamiento estratégico, que ayudó a analizar la parte creativa y las buenas ideas formuladas, así como la dirección estratégica que cumplió el rol de acciones concretas y el planeamiento estratégico en el proceso de definición de la misión y visión de lo que se quiere llegar ser en el futuro. Luego el plan de marketing permitió enfocar los objetivos, estrategias, definir el público objetivo, estudios estadísticos y proyección de ventas. Después se desarrolló el plan de operaciones y RR.HH., que sirvió para diseñar los diferentes procesos de políticas organizacionales y operacionales, calidad, planificación, mapa de procesos gestión y estructura de organigramas, así como la gestión y control entre otros. Por último, el plan económico que generó información para la correcta toma de decisiones con el fin de lograr los objetivos estratégicos. En conclusión, el modelo de negocio es viable porque se ha utilizado todas las herramientas de validación y es un éxito para las empresas porque permite el desarrollo de habilidades blandas en comportamiento, apariencia, vestimenta y actitud, los cuales empoderan la imagen personal de los colaboradores y el éxito profesional. Asimismo, los programas de asesoría de imagen In-House tiene costos mínimos y ha logrado generar un valor diferenciado que ninguna competencia lo tiene. / This is a report about Image developing programs “In-House” for companies carried out in certain areas of the market. Theses programs were identifying companies needs and problems of several accountant companies, law firms, cooperatives, insurance companies, real estate and advertising agencies. It was designed for team works of men and women from 25 and 45 years that maintain high customer contact. This was allowed to verify that there is a need in the business market for tools to be able to empower a succesful and reliable image. The following tools to design our services are as follows: Strategic thinking and formulated ideas help us to analysed the creative part, as well as the strategic direction that fulfilled the role of specific actions and strategic planning in the process of definition of the mission and vision of what you want to become in the future. Then the marketing plan allowed to focus on objectives, strategies, define the target audience, statistical studies and sales projection. After the operations and RR plan was developed. HH., which served to design the different processes of organizational and operational policies, planning, quality and map processes management and structure of organization charts, as well as management and control among others. Finally, the economic plan that generated information for correct decision making in order to achieve the strategic objectives. In conclusion, the business model is feasible because all the validation tools have been used and is a success for companies because it allows the development of soft skills in behavior, appearance, clothing and attitude, which empower the personal image of employees and professional success. In addition, In-House imaging programs have minimal costs and have managed to generate differentiated value that no competition has. / Tesis

[pt] O homem não pode lidar com o caos, tem medo daquilo que não pode controlar (seja técnica ou simbolicamente) e, por isso, precisa imprimir sentido às coisas, aos fatos e às pessoas para se sentir bem e poder viver. O corpo humano é um dos espaços primordiais utilizados para a impressão e a narração de sentido: o uso do corpo foi importante, em todos os tempos, como instrumento simbólico e narrativa cultural. Entre as muitas práticas de utilização do corpo está a tatuagem: modo de se inscrever desenhos sob a pele. Na sociedade contemporânea, o fenômeno do consumo se apresenta como poderosa instância de fornecimento de sentido e classificação, operando em todos os espaços sociais, especialmente através da comunicação de massa. Relacionar corpo, consumo e comunicação pode ser portanto uma estratégia positiva para o estudo da relação entre sociedade e sentido. O que acontece quando unimos corpo, consumo, tatuagem e publicidade? Esta dissertação investiga a prática da tatuagem de marcas de produtos e/ou empresas na pele, como forma de operação socializante e individualizante - um interessante caminho para a compreensão das relações sociais promovidas pelo consumo e pelo corpo em nossa sociedade contemporânea. / [en] The human being cannot deal with chaos - being afraid of all that cannot be controlled (either at technical or symbolic level). To ensure a sense of wellbeing, there is a need to attribute meaning to things, facts and people. The human body is one of the primary spaces used for the impression and narrative of meaning: the use of the body has been relevant, throughout time, as a symbolic instrument and cultural narrative. Tattoo - the practice of inscribing images on the skin - is among the many practices of body use. In contemporary society, the phenomenon of consumption is one of the most powerful areas of social classification and attribution of meaning: it operates in all social spaces, mainly through mass communication. A positive strategy for the study of the relationships between society and meaning may be to relate the human body, consumption and communication. What happens when we relate the body, consumption, advertising and tattoo? This dissertation investigates the practice of tattooing product and/or company brands on the skin, as a strategy for individualization and socialization - an interesting pathway towards the comprehension of the social relations provided by consumption and the body in our present society.

A tese trata de tipos distintos do conceito chamado de marcas compartilhadas, sendo: Indicações Geográficas (IGs), Marca Coletiva e Marca Setorial. Neste sentido, o objetivo geral da tese foi o de investigar se a construção do recurso marcas compartilhadas leva à obtenção de Vantagem Competitiva Sustentável (VCS) na perspectiva Resource-based view (RBV) no setor vitivinicultor brasileiro. A pesquisa foi exploratória com abordagem qualitativa. Realizou-se pesquisa bibliográfica, documental, observação direta e entrevistas em profundidade. Os dados primários foram coletados por meio de entrevistas no mês de maio/2015 junto aos órgãos governamentais como MAPA, INPI, SEBRAE e IBRAVIN. As entrevistas com as associações ocorreram com a APROVALE, ASPROVINHO, APROMONTES, APROBELO, AFAVIN, CPEG e AVIGA. Com os proprietários e/ou gestores das vinícolas foram realizadas dezoito entrevistas em seis municípios da região da Serra Gaúcha. Os dados foram analisados utilizando-se a técnica da análise de conteúdo. Foram delineadas três proposições: P1 - o grau de desenvolvimento das marcas compartilhadas varia em cada associação; P2 - o uso de marcas compartilhadas proporciona a construção do recurso interno como fonte de VCS e P3 - as marcas compartilhadas proporcionam a obtenção de VCS, de acordo com o VRIA- Valoroso, Raro, Imperfeitamente imitável/substituível e Associação -. Estas proposições foram confirmadas, seguindo o conceito de construção do recurso interno (building) e o modelo VRIO - Valoroso, Raro, Imperfeitamente imitável/substituível e Organização - adaptado para VRIA neste estudo. A primeira proposição mostrou que existe uma associação pioneira e mais antiga, a qual possui maior experiência em termos de gestão. As outras associações surgiram depois e estão em processo de desenvolvimento. Na segunda proposição, constatou-se que as Marcas Compartilhadas são recursos que podem ser construídos internamente. E, na terceira proposição, confirmou-se que as Marcas Compartilhadas preenchem as quatro condições do VRIA. As contribuições teóricas foram a interação entre Marcas Compartilhadas e VCS; o entendimento dos conceitos de cada tipo de Marca Compartilhada e o desenvolvimento do modelo VRIA com o A de Associação, de modo que o pensamento de análise para uma empresa passa a ser feito para a coletividade, pois a existência de uma Marca Compartilhada implica na criação de uma associação que se torna detentora da marca.Assim, com os resultados alcançados, pode-se concluir que as Marcas Compartilhadas são recursos que podem ser construídos internamente dentro do modelo VRIA, sendo fonte de obtenção de VCS na perspectiva RBV. / The thesis deals with different types concept called shared brands, as follows: Geographical Indications (GI\'s), Collective Brand and Brand Sector. Therefore, the general aim of the thesis was to investigate the construction of resource shared brandes leads to achieving Sustainable Competitive Advantage (SCA) in Resource-based view perspective (RBV) in the Brazilian winery sector. The research was exploratory with a qualitative approach. It conducted a bibliographic research, documentary, direct observation and in-depth interviews. Primary data was collected through interviews in May/2015 with government agencies such as MAPA, INPI , SEBRAE and IBRAVIN. Interviews with associations occurred with APROVALE, ASPROVINHO, APROMONTES, APROBELO, AFAVIN, CPEG and AVIGA. With the owners and/or managers of the wineries were held eighteen interviews in six cities of the Serra Gaucha region. Data were analyzed using the technique of content analysis. Three propositions were outlined: P1 - the degree of development of shared brands varies in each association; P2 - the use of shared brands provides the construction of the internal resource as source SCA and P3 - shared brands help obtain SCA according to VRIA- Value, Rareness, Imitability,Association -. These propositions were confirmed, following the concept of building the internal resource (building) and VRIO model - Value, Rareness, Imitability and Organization - adapted to VRIA in this study. The first proposition has shown that there is a pioneer and oldest association, which has more experience in terms of management. Other associations emerged later and are in the development process. In the second proposition, it was found that the shared brands are resources that can be built internally. In the third proposition, it was confirmed that the shared brand fulfill the four VRIA conditions. The theoretical contributions were the interaction between shared brands and SCA; understanding the concepts of each type of hhared brand and the development of VRIA model with the Association, so that the thought of analysis for a company is to be done for the collective, since the existence of a shared brand implies creation an association that becomes owner of marca.Thus, with the results achieved, it can be concluded that the shared brands are resources that can be built internally within the VRIA model, a source of obtaining the SCA RBV perspective.