{"id":42665,"date":"2018-03-09T09:44:38","date_gmt":"2018-03-09T09:44:38","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/el-impacto-de-la-informacion-incosciente-sobre-el-valor-de-la-marca\/"},"modified":"2018-03-09T09:44:38","modified_gmt":"2018-03-09T09:44:38","slug":"el-impacto-de-la-informacion-incosciente-sobre-el-valor-de-la-marca","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/el-impacto-de-la-informacion-incosciente-sobre-el-valor-de-la-marca\/","title":{"rendered":"El impacto de la informaci\u00f3n incosciente sobre el valor de la marca"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Mary-verena Bumm <\/strong><\/h2>\n<p>Objetivos  en esta tesis, lo que se quiere lograr es aportar una herramienta para medir la influencia de decisiones estrat\u00e9gicas sobre variables no observables como el valor de marca. Obteniendo una cuantificaci\u00f3n de este efecto, se podr\u00e1 justificar mejor la protecci\u00f3n de la marca contra decisiones que la puedan da\u00f1ar.  estructuras de la tesis  en el cap\u00edtulo i se explica c\u00f3mo se ha definido el concepto de marca en la literatura especializada, y se expone la terminolog\u00eda surgida en torno a dicho concepto. En el segundo cap\u00edtulo se presenta un resumen de la literatura actual en el campo de la psicolog\u00eda y en el comportamiento de los consumidores, mientras que en el tercer cap\u00edtulo se desarrollan un modelo conceptual que constituye el fundamento te\u00f3rico de la investigaci\u00f3n emp\u00edrica. En los cap\u00edtulos iv, v y vi se explica el dise\u00f1o y los resultados del estudio emp\u00edrico, en los cuales se pod\u00eda observar una devaluaci\u00f3n de la marca por la mayor\u00eda de los consumidores en cuanto recib\u00edan informaci\u00f3n que iba en contra de su imagen de marca.  en la \u00faltima parte de la tesis se resumen las conclusiones que se sacaron del estudio y se destaca la relevancia del estudio para el \u00e1mbito empresarial. se se\u00f1alan las posibles v\u00edas de investigaci\u00f3n futuras que pueden ser desarrolladas a partir de este trabajo.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El impacto de la informaci\u00f3n incosciente sobre el valor de la marca<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El impacto de la informaci\u00f3n incosciente sobre el valor de la marca <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Mary-verena Bumm <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 25\/01\/1999<\/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>M. Jes\u00fas Grandes Garci<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: pere Agell ferrer <\/li>\n<li>miquel Bastons (vocal)<\/li>\n<li>josep Mar\u00eda Rosanas marti (vocal)<\/li>\n<li>Luis Crespan jose (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Mary-verena Bumm Objetivos en esta tesis, lo que se quiere lograr es aportar una herramienta para medir [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[772,82,994,5099,17749,1302],"tags":[15719,107052,15805,107051,17905,15808],"class_list":["post-42665","post","type-post","status-publish","format-standard","hentry","category-actividad-economica","category-ciencias-economicas","category-comercio-exterior","category-marketing","category-navarra","category-organizacion-y-gestion-de-empresas","tag-josep-maria-rosanas-marti","tag-luis-crespan-jose","tag-m-jesus-grandes-garci","tag-mary-verena-bumm","tag-miquel-bastons","tag-pere-agell-ferrer"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/42665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=42665"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/42665\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=42665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=42665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=42665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}