We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Enfoques estratégicos del brand equity en las empresas que internacionalizan servicios de operación logística en Bogotá.
- Authors
López Rodríguez, Campo Elías; Acosta Molina, Aníbal; Páez León, Alexandra; Sarmiento Páez, Luisa María; Tafur Serrano, Andrea
- Abstract
This scientific research article explores the direct relationship between brand equity's strategic standpoints and the relevance that this aspect has for the companies offering logistic operation services. This concept is a tool that helps companies not only create an identity in the logistic market, but also make a great difference compared to their competition, showing efficient and quality services in the market. All of this is done in order to settle the brand into the customers' mind, and to turn into the chosen option by them. For this article, a quantitative methodology was carried out, that pursued to describe the behavior of those standpoints in the logistics operators in Bogota, identifying relevant findings for this sector in the Colombian capital city.
- Publication
Universidad & Empresa, 2018, Vol 20, Issue 35, p117
- ISSN
0124-4639
- Publication type
Article
- DOI
10.12804/revistas.urosario.edu.co/empresa/a.5570