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- 2022-04-17 (2)
- 2022-05-31 (1)
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Este documento presenta los resultados de un proceso de Revisión Sistemática de Literatura (RSL), cuyo objetivo es analizar el alcance o el nivel investigativo académico sobre lovemarks o marcas amadas en el contexto de marketing. La ecuación de búsqueda que se diseñó para encontrar los productos académicos relacionados es operada en la base de datos científica Scopus de la siguiente forma: (TITLE-ABS-KEY (lovemarks OR (brand AND love). Así mismo, para la visualización de la información se utiliza el programa VOS viewer. Como resultado, la búsqueda arroja un total de 422 documentos. Tras el proceso de depuración se analizan en ellos los aspectos conceptuales, teóricos y metodológicos de 151 resúmenes. Los resultados preliminares exponen la distribución geográfica de los resultados, los autores representativos, el tipo de documentos, las revistas en las que se ha publicado sobre el tema y las variables utilizadas para las perspectivas conceptuales, es decir, “lovemarks”, “love” y “brand”.Citas
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