2 resultados
Resultados de la búsqueda
Mostrando 1 - 2 de 2
Ítem Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos(Universidad Icesi, 2017-07-01) Orengo Serra, Karen L.This article aims at identifying the factors related to the characteristics of the product that manufacturers and distributors take into account for the commercialization of specialty food in international niches markets. The qualitative methodology of case studies based on in-depth interviews constitutes the research tool in this study. The results reflect that quality remains as the essential factor in the negotiation between the distributor/importer and the manufacturer to market their products in the niche market of specialty food. The relationship between the manufacturer and the distributors should be close and fluid in a way that strengthens trust and encourages the development of a mutually beneficial long-term relationship.Ítem Amor hacia la marca: una perspectiva de relación continua(Universidad Icesi, 2019-07-01) Larregui Candelaria, GuisellThis study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.