Incidence of cognitive and affective attitudes of consumers in the defense of a local brand
From marketing, this study explores the perceptions of consumers about the local brand La Catira Industria Láctea, located in the department of Meta, Colombia. It aims to analyze the cognitive and affective attitudes of the consumer in relation to the brand in order to establish the variable with th...
| Main Authors: | , |
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2020
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| Online Access: | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627 |
| _version_ | 1801705990746275840 |
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| author | Otero-Gómez, María Cristina Giraldo-Pérez, Wilson |
| author_facet | Otero-Gómez, María Cristina Giraldo-Pérez, Wilson |
| author_sort | Otero-Gómez, María Cristina |
| collection | OJS |
| description | From marketing, this study explores the perceptions of consumers about the local brand La Catira Industria Láctea, located in the department of Meta, Colombia. It aims to analyze the cognitive and affective attitudes of the consumer in relation to the brand in order to establish the variable with the greatest impact on its defense. Data collection was carried out through 187 in-person and online surveys. Despite being a representative brand in the region, in the affective component 27.8% claim to love this brand, a value that did not exceed the percentages for the cognitive component, which shows that 66.4% claim that the products of the brand are of a very good quality. The results suggest that the perceived quality is the variable of the cognitive attitude that is most related to the defense of the brand. In addition, the weakness in the emotional bond is evidenced from the perspective of the consumer in relation to the brand studied. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-10627 |
| institution | Revista de Investigación, Desarrollo e Innovación (RIDI) |
| language | spa |
| publishDate | 2020 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-106272021-12-07T22:10:10Z Incidence of cognitive and affective attitudes of consumers in the defense of a local brand Incidencia de las actitudes cognitivas y afectivas de los consumidores en la defensa de una marca local Otero-Gómez, María Cristina Giraldo-Pérez, Wilson marketing; cognitive attitude; affective attitude; brand defense marketing; actitud cognitiva; actitud afectiva; defensa de la marca From marketing, this study explores the perceptions of consumers about the local brand La Catira Industria Láctea, located in the department of Meta, Colombia. It aims to analyze the cognitive and affective attitudes of the consumer in relation to the brand in order to establish the variable with the greatest impact on its defense. Data collection was carried out through 187 in-person and online surveys. Despite being a representative brand in the region, in the affective component 27.8% claim to love this brand, a value that did not exceed the percentages for the cognitive component, which shows that 66.4% claim that the products of the brand are of a very good quality. The results suggest that the perceived quality is the variable of the cognitive attitude that is most related to the defense of the brand. In addition, the weakness in the emotional bond is evidenced from the perspective of the consumer in relation to the brand studied. Desde el marketing, este estudio investiga las percepciones que tienen los consumidores sobre la marca local La Catira Industria Láctea, ubicada en el departamento del Meta, Colombia. Tiene como objetivo analizar las actitudes cognitivas y afectivas del consumidor en relación con la marca, con el fin de establecer cuál variable tiene mayor incidencia en su defensa. La recolección de los datos se realizó por medio de 187 encuestas físicas y en línea. A pesar de ser una marca representativa en la región, en el componente afectivo el 27,8% afirma amar esta marca, valor que no superó los porcentajes para el componente cognitivo, donde el 66,4% indica que los productos de la marca son de muy buena calidad. Los resultados sugieren que la calidad percibida es la variable de la actitud cognitiva que más se relaciona con la defensa de la marca. Además, se evidencia la debilidad en el vínculo emocional desde la perspectiva del consumidor, en relación con la marca estudiada. Universidad Pedagógica y Tecnológica de Colombia 2020-02-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/xml https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627 10.19053/20278306.v10.n2.2020.10627 Revista de Investigación, Desarrollo e Innovación; Vol. 10 No. 2 (2020): Enero-Junio; 225-236 Revista de Investigación, Desarrollo e Innovación; Vol. 10 Núm. 2 (2020): Enero-Junio; 225-236 2389-9417 2027-8306 spa https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627/8992 https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627/11211 Derechos de autor 2020 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN |
| spellingShingle | marketing; cognitive attitude; affective attitude; brand defense marketing; actitud cognitiva; actitud afectiva; defensa de la marca Otero-Gómez, María Cristina Giraldo-Pérez, Wilson Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title | Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title_alt | Incidencia de las actitudes cognitivas y afectivas de los consumidores en la defensa de una marca local |
| title_full | Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title_fullStr | Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title_full_unstemmed | Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title_short | Incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| title_sort | incidence of cognitive and affective attitudes of consumers in the defense of a local brand |
| topic | marketing; cognitive attitude; affective attitude; brand defense marketing; actitud cognitiva; actitud afectiva; defensa de la marca |
| topic_facet | marketing; cognitive attitude; affective attitude; brand defense marketing; actitud cognitiva; actitud afectiva; defensa de la marca |
| url | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627 |
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