Actitud hacia la marca ante un evento inesperado: Rol del pensamiento holístico y analítico

• Autores: Jonnathan López Hurtado
• Localización: Ciencias administrativas, Nº. 12, 2018 (Ejemplar dedicado a: Julio - Diciembre)
• Idioma: español
• DOI: 10.24215/23143738e030
• Títulos paralelos:
  • Attitude towards the brand when facing an unexpected event: the role of holistic and analytical thinking
• Enlaces
  • Texto completo
• Resumen
  • español

    Este trabajo intenta comprender el rol del pensamiento holístico y analítico como moderadores de la actitud hacia la marca adoptada por un individuo ante un suceso inesperado que involucra la reasignación de recursos en alternativas diferentes a las inicialmente consideradas por el decisor.Para tal fin, se abordan las teorías que componen este escenario y los efectos producidos ante dicha situación. Adicionalmente, el presente artículo propone un marco integrado de análisis compuesto por seis hipótesis, las cuales deben ser llevadas a una fase de trabajo de campo que confirme o modifique lo que hasta ahora corresponde a nociones de carácter predictivo.

  • English

    This work aims to understand the role of holistic and analytical thinking as moderators of the attitude towards the brand adopted by an individual when facing an unexpected event that involves the reallocation of resources in different alternatives from those initially considered by the decision maker.For this purpose, the theories that compose this scenario and the effects produced in this situation are addressed. In addition, the present article proposes an integrated framework of analysis that consists of six hypotheses which should be taken to a fieldwork stage in order to confirm or modify notions that, for now, are merely predictive.

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