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El uso de los arquetipos en la industria de la moda en Colombia

Author

Listed:
  • Lina María Ceballos
  • Juliana Villegas Gómez
Abstract
Los arquetipos se han presentado como una herramienta poderosa para la definición de la personalidad de marca y son especialmente útiles en el mercadeo de marcas de moda. El presente estudio busca comprender el uso de los arquetipos en empresas colombianas de moda, presenta la percepción que tienen los empresarios de esta herramienta e identifica las motivaciones y los obstáculos para su incorporación. Se realizaron 16 entrevistas a profundidad, la mayoría con empresarios que estaban implementando o deseaban implementar los arquetipos. Se evidencia que los jefes de las marcas de moda colombianas presentan varias motivaciones para usar la herramienta; sin embargo, el uso de arquetipos es limitado y presenta múltiples obstáculos para su implementación.

Suggested Citation

  • Lina María Ceballos & Juliana Villegas Gómez, 2014. "El uso de los arquetipos en la industria de la moda en Colombia," Estudios Gerenciales, Universidad Icesi, March.
  • Handle: RePEc:col:000129:011447
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1764
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    More about this item

    Keywords

    Marca; Identidad de marca; Personalidad de marca; Arquetipos; Moda;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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