{"id":73344,"date":"2018-03-09T23:18:15","date_gmt":"2018-03-09T23:18:15","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/brand-building-towards-social-values-associating-to-public-goods\/"},"modified":"2018-03-09T23:18:15","modified_gmt":"2018-03-09T23:18:15","slug":"brand-building-towards-social-values-associating-to-public-goods","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/brand-building-towards-social-values-associating-to-public-goods\/","title":{"rendered":"Brand building towards social values: associating to public goods"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Francisco Guzm\u00e1n Garza <\/strong><\/h2>\n<p>La b\u00fasqueda de nuevas formas para crear marcas que logren un espacio diferenciado en la mente del consumidor, ha adquirido gran importancia. El reconocimiento de las marcas como uno de los principales activos de las empresas, las ha convertido en un componente central dentro de sus planes estrat\u00e9gicos. una l\u00ednea de investigaci\u00f3n que ha surgido es la de crear marcas con valores sociales. Con base en la necesidad del sector privado por tener marcas fuertes, y la crisis del estado del bienestar, se desarrolla un modelo sobre la influencia de los grupos de referencia.  el prop\u00f3sito de este proyecto es doble. Por un lado, el objetivo es explorar una soluci\u00f3n alternativa para que las marcas se diferencien dentro de un mercado que cada d\u00eda se encuentra m\u00e1s saturado. Por el otro lado, esta soluci\u00f3n alternativa se encuentra motivada por la necesidad del estado de obtener recursos adicionales para instrumentar pol\u00edticas p\u00fablicas. Por lo tanto, la soluci\u00f3n consiste en combinar un esquema de marketing respaldado por la ciencia pol\u00edtica. La conclusi\u00f3n a la que se llega, es que una colaboraci\u00f3n rentable entre el sector p\u00fablico y el sector privado puede satisfacer las necesidades de ambas partes; mediante la concesi\u00f3n de que las empresas privadas puedan crear sus marcas asoci\u00e1ndolas a los valores sociales de los servicios p\u00fablicos.  el modelo de influencia de los grupos de referencia permite identificar qu\u00e9 tipo de servicios p\u00fablicos son los m\u00e1s adecuados para que una empresa asocie sus marcas. La investigaci\u00f3n reporta los resultados de un estudio entre individuos de la ciudad de m\u00e9xico y barcelona.  Los datos son analizados mediante un manova factorial mixto y, tras probar las hip\u00f3tesis principales, la conclusi\u00f3n a la que se llega es que es m\u00e1s conveniente para una empresa privada asociar sus marcas con servicios p\u00fablicos que sean secundarios (que su consumo requiere un pago extra) y consumidos p\u00fablicamente (cuando otros<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Brand building towards social values: associating to public goods<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Brand building towards social values: associating to public goods <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Francisco Guzm\u00e1n Garza <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Ram\u00f3n llull<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 29\/03\/2005<\/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>Jordi Monta\u00f1a Matosas<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: josep francesc Valls gim\u00e9nez <\/li>\n<li>julio Cervi\u00f1o fern\u00e1ndez (vocal)<\/li>\n<li>Carlos Mondrag\u00f3n (vocal)<\/li>\n<li>alfred Vernis domenech (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Francisco Guzm\u00e1n Garza La b\u00fasqueda de nuevas formas para crear marcas que logren un espacio diferenciado en [&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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