Brand recognition management. Approaches and perspectives. A systematic review from 2012-2022
Jerami Giusappi Matta-Acosta,
Cristian Armando Rios-Lama,
Miguel Humberto Panez-Bendezú.
et al.
Abstract:The objective of this systematic review was to analyze theoretical and empirical studies on how to connect with the customer's mind, achieving a brand positioning with respect to its competitors, thus improving brand recognition and identity. The sources of information are the databases Ebsco, Scopus, Dialnet, ProQuest, Redalyc and Scielo, the criteria for eligibility were: articles with related research subtopics, period of the last 10 years and evaluated by experts; therefore, those that did not meet these c… Show more
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