{"id":38525,"date":"2018-03-09T09:38:07","date_gmt":"2018-03-09T09:38:07","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-implicacion-del-consumidor-y-el-exito-de-las-extensiones-de-marca\/"},"modified":"2018-03-09T09:38:07","modified_gmt":"2018-03-09T09:38:07","slug":"la-implicacion-del-consumidor-y-el-exito-de-las-extensiones-de-marca","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/la-implicacion-del-consumidor-y-el-exito-de-las-extensiones-de-marca\/","title":{"rendered":"La implicacion del consumidor y el exito de las extensiones de marca."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Antonio Rial Boubeta <\/strong><\/h2>\n<p>Este es un trabajo que versa sobre la marca y su relaci\u00f3n con el individuo y que, al mismo tiempo intenta concetar la psicolog\u00eda con la investigaci\u00f3n relacionada con el marketing y el comportamiento del consumidor. La marca es quiz\u00e1s la principal herramienta con la que cuentan los responsables empresariales para tratar de sobrevivir y crecer en un mercado tan competitivo. Es por ello que hay marcas que poseen un valor incalculable. No obstante, para que tengan valor para el fabricante o distribu\u00eddor, es preciso que lo tengan antes para el consumidor. Por ello es importante comprender c\u00f3mo se crea el valor de la marca en la mente de \u00e9ste y c\u00f3mo se traslada al comportamiento.  una marca es algo m\u00e1s que la etiqueta identificativa de un producto. Su verdadero poder reside en su capacidad de establecer relaciones duraderas con los consumidores y en el potencial para extenderse a nuevos mercados y productos. A trav\u00e9s de este trabajo hemos intentado dar cuenta de dos objetivos: a) tratar de elaborar un instrumento que permita medir la implicaci\u00f3n de los consumidores con las marcas comerciales y, b) desarrollar un modelo emp\u00edrico del \u00e9xito y fracaso de la extensiones de marca. Una vez logrados ambos objetivos, habremos dado un importante paso de carca a una mejor comprensi\u00f3n y cuantificaci\u00f3n del valor de la marca, y del comportamiento del consumidor.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La implicacion del consumidor y el exito de las extensiones de marca.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La implicacion del consumidor y el exito de las extensiones de marca. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Antonio Rial Boubeta <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Santiago de compostela<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 27\/07\/1998<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Jes\u00fas Varela Mallou<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: rafael San martin castellanos <\/li>\n<li>vicente Manzano arrondo (vocal)<\/li>\n<li>gloria Seoane pesqueira (vocal)<\/li>\n<li>Mar\u00eda  Jos\u00e9 Ferraces otero (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Antonio Rial Boubeta Este es un trabajo que versa sobre la marca y su relaci\u00f3n con el [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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