{"id":"https://openalex.org/W2736606233","doi":null,"title":"La identidad de marca desde el criterio del consumidor ecuatoriano","display_name":"La identidad de marca desde el criterio del consumidor ecuatoriano","publication_year":2017,"publication_date":"2017-07-18","ids":{"openalex":"https://openalex.org/W2736606233","mag":"2736606233"},"language":"es","primary_location":{"id":"pmh:oai:ojs.rmlconsultores.com:article/585","doi":null,"is_oa":true,"landing_page_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","pdf_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","source":{"id":"https://openalex.org/S4306400878","display_name":"revista","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista Publicando; Vol. 4 No. 11 (2) (2017): Vol 4. No 11 (2) 2017; 463-479","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5045015370","display_name":"Juan Gabriel Saltos Cruz","orcid":"https://orcid.org/0000-0002-4398-2564","observed_orcids":["https://orcid.org/0000-0002-4398-2564"]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Juan Gabriel Saltos Cruz","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato"],"raw_orcid":"https://orcid.org/0000-0002-4398-2564","affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato","institution_ids":["https://openalex.org/I4210144088"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5005205196","display_name":"Amparito Cecilia Le\u00f3n Saltos","orcid":"https://orcid.org/0000-0001-7047-471X","observed_orcids":["https://orcid.org/0000-0001-7047-471X"]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Amparito Cecilia Le\u00f3n Saltos","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato","institution_ids":["https://openalex.org/I4210144088"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5059093410","display_name":"Liliana Elizabeth Gonz\u00e1lez Garc\u00e9s","orcid":"https://orcid.org/0000-0002-9390-1267","observed_orcids":["https://orcid.org/0000-0002-9390-1267"]},"institutions":[{"id":"https://openalex.org/I4210144088","display_name":"Universidad T\u00e9cnica de Ambato","ror":"https://ror.org/048nctr92","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210144088"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Liliana Elizabeth Gonz\u00e1lez Garc\u00e9s","raw_affiliation_strings":["Universidad T\u00e9cnica de Ambato"],"raw_orcid":"https://orcid.org/0000-0002-9390-1267","affiliations":[{"raw_affiliation_string":"Universidad T\u00e9cnica de Ambato","institution_ids":["https://openalex.org/I4210144088"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210144088"],"apc_list":null,"apc_paid":null,"fwci":1.9802,"has_fulltext":true,"cited_by_count":11,"citation_normalized_percentile":{"value":0.90647759,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":"4","issue":"11","first_page":"463","last_page":"479"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7465999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.7465999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.11739999800920486,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.03680000081658363,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-identity","display_name":"brand identity","score":0.996999979019165},{"id":"https://openalex.org/keywords/brand-management","display_name":"brand management","score":0.8230000138282776},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.5220000147819519},{"id":"https://openalex.org/keywords/ecuadorian-consumers","display_name":"Ecuadorian consumers","score":0.8579999804496765},{"id":"https://openalex.org/keywords/small-and-medium-sized-enterprises","display_name":"small and medium-sized enterprises","score":0.8569999933242798},{"id":"https://openalex.org/keywords/competitive-advantage","display_name":"competitive advantage","score":0.890999972820282},{"id":"https://openalex.org/keywords/value-creation","display_name":"value creation","score":0.6570000052452087},{"id":"https://openalex.org/keywords/tungurahua-volcano","display_name":"Tungurahua","score":0.7639999985694885}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.7672301530838013},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.45074278116226196},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.41563063859939575},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3507625162601471}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:ojs.rmlconsultores.com:article/585","doi":null,"is_oa":true,"landing_page_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","pdf_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","source":{"id":"https://openalex.org/S4306400878","display_name":"revista","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista Publicando; Vol. 4 No. 11 (2) (2017): Vol 4. No 11 (2) 2017; 463-479","raw_type":"info:eu-repo/semantics/article"},{"id":"mag:2736606233","doi":null,"is_oa":true,"landing_page_url":"https://revistapublicando.org/revista/index.php/crv/article/download/585/pdf_406","pdf_url":null,"source":{"id":"https://openalex.org/S4210183106","display_name":"Revista Publicando","issn_l":"1390-9304","issn":["1390-9304"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","poland-20"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Revista Publicando","raw_type":null}],"best_oa_location":{"id":"pmh:oai:ojs.rmlconsultores.com:article/585","doi":null,"is_oa":true,"landing_page_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","pdf_url":"https://revistapublicando.org/revista/index.php/crv/article/view/585","source":{"id":"https://openalex.org/S4306400878","display_name":"revista","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista Publicando; Vol. 4 No. 11 (2) (2017): Vol 4. No 11 (2) 2017; 463-479","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth","score":0.5}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2736606233.pdf","grobid_xml":"https://content.openalex.org/works/W2736606233.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W612741009","https://openalex.org/W1500233738","https://openalex.org/W1520809557","https://openalex.org/W1584594302","https://openalex.org/W1935369725","https://openalex.org/W2029239860","https://openalex.org/W2155490992","https://openalex.org/W2160381367","https://openalex.org/W2272213790"],"related_works":["https://openalex.org/W6999383149","https://openalex.org/W2098743884","https://openalex.org/W7215797019","https://openalex.org/W4244538101","https://openalex.org/W50712326","https://openalex.org/W2276226145","https://openalex.org/W2760156268","https://openalex.org/W7042786540","https://openalex.org/W3022984724","https://openalex.org/W3037543892"],"abstract_inverted_index":{"En":[0],"un":[1,53,157],"mercado":[2],"estandarizado":[3],"de":[4,14,24,29,44,60,64,80,113,117,121,124,127,131,136,147,152,163,169],"competencia":[5],"cuasi":[6],"perfecta,":[7],"las":[8,39],"peque\u00f1as":[9],"y":[10,93],"medianas":[11],"empresas":[12],"requieren":[13],"ventajas":[15],"competitivas":[16],"para":[17,57],"ser":[18],"sostenibles":[19],"en":[20,38,166],"el":[21,49,107],"tiempo.":[22],"Una":[23],"ellas":[25],"es":[26,115,155],"la":[27,42,58,78,98,111,122,125,134,150,161,167],"identidad":[28],"marca":[30],"que":[31],"contribuye":[32],"a":[33],"heredar":[34],"caracter\u00ed\u00adsticas":[35],"distintivas":[36],"regionales":[37,165],"organizaciones":[40],"hacia":[41],"generaci\u00f3n":[43],"valor.":[45],"Por":[46],"esta":[47,153],"raz\u00f3n":[48],"presente":[50],"estudio":[51],"desarrolla":[52],"sistema":[54],"categorial":[55],"fundamental":[56],"gesti\u00f3n":[59],"marcas.":[61],"A":[62,145],"diferencia":[63],"otros":[65],"enfoques":[66],"similares,":[67],"este":[68,96],"trabajo":[69],"orienta":[70],"sus":[71],"categor\u00ed\u00adas":[72],"con":[73,86,142],"enfoque":[74],"te\u00f3rico":[75,159],"deductivo":[76],"seg\u00fan":[77,106],"experiencia":[79],"Chaves":[81],"(2005),":[82],"desde":[83],"teor\u00ed\u00adas":[84],"generales":[85],"exclusi\u00f3n":[87],"mutua,":[88],"homogeneidad,":[89],"pertinencia,":[90],"objetividad,":[91],"fidelidad":[92],"productividad.":[94],"Con":[95],"objetivo,":[97],"propuesta":[99],"epist\u00e9mica":[100],"o":[101],"constructo":[102],"formativo":[103],"fue":[104,133],"validada":[105],"criterio":[108],"del":[109],"consumidor,":[110],"unidad":[112],"an\u00e1lisis":[114,132],"tomada":[116],"una":[118],"muestra":[119],"representativa":[120],"PEA":[123],"provincia":[126],"Tungurahua.":[128],"El":[129],"estad\u00ed\u00adstico":[130],"prueba":[135],"regresi\u00f3n":[137],"m\u00faltiple":[138],"por":[139],"m\u00ed\u00adnimos":[140],"cuadrados":[141],"ecuaciones":[143],"parciales.":[144],"partir":[146],"estos":[148],"criterios":[149],"orientaci\u00f3n":[151],"investigaci\u00f3n":[154],"cubrir":[156],"vac\u00ed\u00ado":[158],"sobre":[160],"apropiaci\u00f3n":[162],"competencias":[164],"construcci\u00f3n":[168],"marca.":[170]},"counts_by_year":[{"year":2023,"cited_by_count":5},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":2},{"year":2018,"cited_by_count":2}],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2017-07-31T00:00:00"}