Tendencias de investigación en branding enfocadas al adulto mayor: análisis bibliométrico y revisión sistemática de la literatura
DOI:
https://doi.org/10.46661/revmetodoscuanteconempresa.6100Palabras clave:
Branding, bibliometría, imagen de marca, valor de marca, consumidor, adultos mayoresResumen
El presente artículo tiene como objetivo identificar las tendencias de investigación en branding y construcción de las marcas enfocadas al adulto mayor, considerando la importancia del conocimiento de este segmento de consumo, a partir de los cambios sociodemográficos correspondientes a la estructura poblacional en el mundo. Para esto, se llevó a cabo un análisis bibliométrico a partir de la base de datos Scopus y desarrollado con el software R Core Team 2020 - Bibliometrix y posteriormente se realizó una revisión sistemática cualitativa utilizando el protocolo PRISMA. Los resultados muestran que existe un interés reciente por la investigación en torno al estudio del branding y de temas afines del análisis del consumidor del segmento de adulto mayor, aunque aún posee un bajo nivel de producción científica. Los hallazgos identifican como temas más relevantes aquellos asociados con el valor de marca, la imagen de marca, la orientación al mercado, las estrategias de marketing relacional, la segmentación del mercado y el comportamiento del consumidor mayor. Respecto a la imagen de marca, se aprecia que los aspectos más característicos de los estudios se relacionan con la psicografía de la edad, los procesos cognitivos, la autoconfianza y la audacia. A partir de la revisión previa se reconoce la pertinencia de realizar mayores esfuerzos investigativos para responder a la necesidad de conocimiento acerca del comportamiento del consumidor adulto mayor, dado que son escasos los trabajos que permiten identificar las influencias, procesos y patrones de comportamiento de este segmento de mercado en el mundo.
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