Elementos clave en la creación de una Lovebrand: hacia un diseño de modelo conceptual
DOI:
https://doi.org/10.26441/RC-2025.1-2026-4200Palabras clave:
lovebrand, brand love, modelo conceptual, relación marca–consumidor, branding emocionalResumen
Propósito. Este estudio se centra en el concepto de Lovebrands y en el fenómeno del Brand love, entendidos como marcas que logran construir una relación marca–consumidor profunda y emocional. La investigación enfatiza la importancia de comprender esta conexión emocional, la cual requiere tiempo, método y dedicación estratégica. Metodología. Se analizan 54 modelos de Lovebrands mediante la metodología ProKnow-C, a partir de un proceso sistemático de filtrado de información obtenida de bases de datos académicas relevantes. Considerando los constructos presentes en cada modelo, se realizó un análisis que permitió clasificarlos según su frecuencia de uso y su rol como antecedentes o resultados dentro de la relación marca–consumidor. Resultados y conclusiones. Los resultados destacan la importancia de integrar variables de antecedentes y resultados en la creación y desarrollo de una Lovebrand, ya que estas permiten que los consumidores comprendan la marca, se interesen en ella y decidan experimentarla. Como resultado, se propone un modelo conceptual que reúne los principales elementos necesarios para la creación y gestión estratégica de Lovebrands. Aportes originales. El modelo conceptual identifica y sistematiza los constructos más recurrentes utilizados para definir Lovebrands y Brand love, clasificándolos como antecedentes y resultados dentro del proceso de construcción de marcas memorables, lo que contribuye a una gestión estratégica antes y después de la consolidación de la Lovebrand.
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