<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512020000100043</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v30n75.83256</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Lovemark Effect: Analysis of the Differences between Students and Graduates in a Love Brand Study at a Public University]]></article-title>
<article-title xml:lang="es"><![CDATA[EFECTO LOVEMARK: ANÁLISIS DE LAS DIFERENCIAS ENTRE ESTUDIANTES Y EGRESADOS EN UN ESTUDIO DE "MARCA DE AMOR" EN UNA UNIVERSIDAD PÚBLICA]]></article-title>
<article-title xml:lang="pt"><![CDATA[EFEITO LOVEMARK: ANÁLISE DAS DIFERENÇAS ENTRE ESTUDANTES E GRADUADOS EM UM ESTUDO DE AMOR PELAS MARCAS REALIZADO EM UMA UNIVERSIDADE PÚBLICA]]></article-title>
<article-title xml:lang="fr"><![CDATA[L'EFFET « LOVEMARK » : UNE ANALYSE DES DIFFÉRENCES ENTRE LES ÉTUDIANTS ET LES DIPLÔMÉS DANS UNE ÉTUDE D'UNE « MARQUE D'AMOUR » DANS UNE UNIVERSITÉ PUBLIQUE]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Iván Alonso]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Torres]]></surname>
<given-names><![CDATA[Javier A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas-Berrio]]></surname>
<given-names><![CDATA[Sandra Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Medellín  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>30</volume>
<numero>75</numero>
<fpage>43</fpage>
<lpage>56</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512020000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512020000100043&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512020000100043&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (unal), one of the most important universities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: Este artículo busca consolidar la medición de una lovemark y unificar el conjunto de elementos que conforman una marca de este tipo en instituciones universitarias a partir del análisis de las diferencias existentes entre estudiantes y egresados. Con base en una revisión de los factores que construyen una lovemark, se exploraron relaciones de lealtad de marca. Además, se llevó a cabo un estudio empírico sobre una muestra de 257 participantes miembros de la Universidad Nacional de Colombia (UNAL), una de las instituciones de educación superior más importantes del país. Los resultados validaron los efectos positivos de las variables amor por la marca, experiencia de marca y participación de la marca sobre la lealtad hacia ella, un factor determinante de lovemark para una universidad. Este artículo es uno de los primeros en integrar todos los constructos propuestos por investigaciones anteriores, que, hasta ahora, se han relacionado por separado en la teoría de lovemark y lealtad de marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: O objetivo deste trabalho é consolidar a medição de uma lovemark e unificar um conjunto de elementos que forma uma lovemark em instituições universitárias ao considerar as diferenças entre estudantes e graduados. Com base em uma revisão de fatores que constroem uma lovemark, as relações de fidelidade à marca foram exploradas. Adicionalmente, um estudo empírico foi conduzido e aplicado a uma amostra de 257 participantes da Universidade Nacional da Colômbia (UNAL), uma das universidades mais importantes do país. Os resultados validaram os efeitos positivos do amor pela marca e da experiência de marca, e o envolvimento com a marca na fidelidade à marca, o fator determinante para uma lovemark universitária. Este artigo é um dos primeiros trabalhos a integrar todas as proposições de artigos de pesquisa anteriores que, até o momento, haviam abordado love-mark e fidelidade de marca separadamente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: Cet article cherche à consolider la mesure d'un lovemark et à unifier l'ensemble des éléments qui la composent dans les institutions univer-sitaires, en partant de l'analyse des différences entre étudiants et diplômés. En partant d'un examen des facteurs qui construisent un lovemark, on a exploré les relations de fidélité à une marque. Par la suite, on a mené une étude empirique sur un échantillon de 257 membres participants de l'Univer-sité Nationale de Colombie (unal), l'un des établissements d'enseignement supérieur les plus importants du pays. Les résultats ont validé les effets posi-tifs des variables amour de la marque, l'expérience et la participation de la marque sur la fidélité, un facteur déterminant de lovemark pour une univer-sité. Cet article est l'un des premiers à intégrer toutes les constructions pro-posées par les recherches précédentes, qui, jusqu'à présent, étaient reliées séparément dans la théorie de la loyauté et de la fidélité à une marque.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Lovemark]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[higher education]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="es"><![CDATA[Lovemark]]></kwd>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[educación superior]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="pt"><![CDATA[educação superior]]></kwd>
<kwd lng="pt"><![CDATA[fidelidade]]></kwd>
<kwd lng="pt"><![CDATA[lovemark]]></kwd>
<kwd lng="pt"><![CDATA[marca]]></kwd>
<kwd lng="fr"><![CDATA[lovemark]]></kwd>
<kwd lng="fr"><![CDATA[fidélité]]></kwd>
<kwd lng="fr"><![CDATA[enseignement supérieur]]></kwd>
<kwd lng="fr"><![CDATA[marque]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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