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...

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Detalhes bibliográficos

Principais autores:	Otero-Gómez, María Cristina, Giraldo-Pérez, Wilson
Formato:	Online
Idioma:	spa
Publicado em:	Universidad Pedagógica y Tecnológica de Colombia 2020
Assuntos:	marketing; cognitive attitude; affective attitude; brand defense actitud cognitiva; actitud afectiva; defensa de la marca
Acesso em linha:	https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/10627