El rol de la identificación grupal en la percepción del coolness en la marca
DOI:
https://doi.org/10.47058/joa12.4Palabras clave:
Coolness, Marketing, marca, grupoResumen
La percepción de coolness en productos, servicios o marcas es una variable relevante en la diferenciación en el mercado y en la generación de emociones positivas en los consumidores, clientes o usuarios. Este estudio examina la percepción de coolness en la marca de zapatillas Jordan Air de Nike mediante un análisis grupal que considera la identificación cultural y el impacto de la pertenencia a subculturas en esta percepción, debido a que estas variables tienen un potencial explicativo del fenómeno. Utilizando la escala de coolness de marca desarrollada, se analizaron sus diferentes dimensiones, enfocándose en la identificación cultural como atributo grupal. Los resultados revelan que la identificación cultural es la dimensión con mayor variabilidad explicada por la pertenencia grupal, con un ICC1 de 0,1908 y un ICC2 de 0,6723, sugiriendo coherencia grupal en la percepción. Esto indica que el 19,08% de la variabilidad de la identificación cultural en la percepción del coolness se debe a diferencias entre los grupos, confirmando que la pertenencia a un grupo influye en esta variable. De esta forma, la inclusión de la variabilidad entre grupos mejoraría modelos de investigación, sugiriendo que las diferencias entre pertenencias grupales son relevantes para la variable de identificación cultural del constructo coolness. La contribución de este estudio destaca que la identificación cultural es un factor colectivo influido por la pertenencia grupal, justificando el uso de análisis multinivel para capturar las dinámicas culturales que sustentan la percepción de coolness en marcas.
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Derechos de autor 2025 David Alejandro Álvarez Maldonado

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