<?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>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232019000300331</article-id>
<article-id pub-id-type="doi">10.18046/-j.estger.2019.152.3176</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Exploración de la gestión de marca en las pequeñas empresas de servicios de México]]></article-title>
<article-title xml:lang="en"><![CDATA[Exploring brand management in small Mexican service enterprises]]></article-title>
<article-title xml:lang="pt"><![CDATA[Exploração da gestão de marca em pequenas empresas de serviços no México]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Maldonado-Guzmán]]></surname>
<given-names><![CDATA[Gonzalo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Aguascalientes Departamento de Mercadotecnia Centro de Ciencias Económicas y Administrativas]]></institution>
<addr-line><![CDATA[Aguascalientes ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<volume>35</volume>
<numero>152</numero>
<fpage>331</fpage>
<lpage>342</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232019000300331&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232019000300331&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232019000300331&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La gestión de marca es uno de los temas de la literatura del marketing que está ganando cada vez más adeptos, ya que investigadores y académicos están orientando sus trabajos a demostrar que una adecuada gestión de marca permite a las empresas de servicios generar una marca fuerte; este es uno de los principales objetivos de las empresas de servicios. Así, a través de una muestra de 300 pymes de servicios y empleando el modelo de ecuaciones estructurales, el objetivo esencial de este trabajo fue analizar y discutir la gestión de marca en las pymes de servicios. Los resultados obtenidos indican que los valores, normas, símbolos y comportamientos son indicadores pertinentes para la medición de la gestión de marca de los servicios. Clasificación JEL: M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Brand management is one of the topics in marketing literature gaining more and more supporters. Researchers and academics are directing their work to demonstrate that proper brand management allows service enterprises to generate a strong brand, which is one of the main objectives of service enterprises. Thus, through a sample of 300 service SMEs, the essential objective of this work is the analysis and discussion of brand management in service SMEs. The results obtained indicate that values, norms, symbols, and behaviors are relevant indicators in the measurement of services&#8217; brand management.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A gestão de marca é um dos tópicos da literatura de marketing que está conquistando cada vez mais seguidores, pois pesquisadores e acadêmicos estão direcionando seu trabalho para demonstrar que o gerenciamento adequado da marca permite que as empresas de serviços gerar uma marca forte. Este é um dos principais objetivos das empresas de serviços. Assim, através de uma amostra de 300 PMEs de serviços e utilizando o modelo de equações estruturais, o objetivo essencial deste trabalho foi analisar e discutir a gestão de marcas em PMEs de serviços. Os resultados obtidos indicam que os valores, padrões, símbolos e comportamentos são indicadores relevantes para a mensuração da gestão da marca dos serviços.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[gestión de marca]]></kwd>
<kwd lng="es"><![CDATA[servicios]]></kwd>
<kwd lng="es"><![CDATA[pymes de servicios]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[brand management]]></kwd>
<kwd lng="en"><![CDATA[service]]></kwd>
<kwd lng="en"><![CDATA[service SME]]></kwd>
<kwd lng="pt"><![CDATA[marca]]></kwd>
<kwd lng="pt"><![CDATA[gestão de marca]]></kwd>
<kwd lng="pt"><![CDATA[serviços]]></kwd>
<kwd lng="pt"><![CDATA[PMEs de serviços]]></kwd>
</kwd-group>
</article-meta>
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