<?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>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392021000100189</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.9335</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Valor percibido y lealtad del cliente: estrategia cobranding de tarjetas de crédito en Bogotá (Colombia)]]></article-title>
<article-title xml:lang="en"><![CDATA[Perceived Value and Customer Loyalty: Credit Card Co-branding Strategy in Bogotá - Colombia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Forero-Molina]]></surname>
<given-names><![CDATA[Sara Catalina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Neme-Chaves]]></surname>
<given-names><![CDATA[Samir Ricardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Santo Tomás Facultad de Mercadeo ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Santo Tomás Facultad de Mercadeo ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>23</volume>
<numero>40</numero>
<fpage>189</fpage>
<lpage>206</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392021000100189&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392021000100189&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392021000100189&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El cobranding es una oportunidad estratégica de cooperación entre marcas, al punto que las involucradas en la alianza buscan beneficios particulares sin perder su identidad. Existen múltiples tipos de cobranding, uno de los cuales es el cooperativo o de alcance y conocimiento, del que hace parte la estrategia de tarjetas de crédito de marca compartida. Se trata de un tipo de alianza creciente en los últimos años en Colombia con diversas pretensiones, como la incursión en nuevos nichos de mercado, nuevos beneficios para los clientes, mayor fidelización de los clientes, entre otros. En conformidad, la investigación tuvo como objetivo identificar la relación entre la percepción de valor hacia las tarjetas de crédito de marca compartida y la lealtad hacia marcas de ropa, accesorios y calzado en Bogotá (Colombia). Se llevó a cabo un estudio cuantitativo de corte correlacional con diseño transversal, contando con un muestreo no probabilístico-por conveniencia con un total de 250 encuestas válidas. Los resultados dejan entrever una relación entre los factores de valor percibido hacia las tarjetas de crédito de marca compartida y los factores de lealtad hacia las marcas estudiadas, y se pudieron validar todas las hipótesis planteadas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Co-branding is a strategic opportunity for cooperation between brands. Those involved in the alliance seek particular benefits without losing their identity. There are multiple types of co-branding; one is cooperative or outreach and knowledge, which is part of the co-branded credit card strategy. It is a growing type of alliance in recent years in Colombia with various claims for brands such as the incursion into new market niches, new benefits for customers, and increased customer loyalty, among others. In accordance, the present investigation aims to identify the relationship between the perception of value towards credit cards of the shared brand and the loyalty towards the clothing, accessories, and footwear brands in Bogotá-Colombia. A cross-sectional correlational quantitative study was carried out, with a non-probability sampling -for convenience with a total of 250 valid surveys. The results hint that there is a relationship between the perceived value factors towards shared brand credit cards and the loyalty factors towards the studied brands, thus being able to validate all the hypotheses proposed.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A prática de co-branding é uma oportunidade estratégica de cooperação entre marcas, no sentido de que, as partes envolvidas na aliança buscam benefícios particulares sem perder a própria identidade. Existem vários tipos de co-branding, um deles é o cooperativo ou de alcance e conhecimento, do qual fazem parte empresas de cartões de crédito de marcas compartilhadas. Trata-se de um tipo de aliança crescente nos últimos anos na Colômbia, cujas marcas possuem diversas pretensões, como a entrada em novos nichos de mercado, novos benefícios para os clientes, maior fidelização dos clientes, entre outros. Nesse sentido, a presente pesquisa tem como objetivo identificar a relação entre a percepção de valor dos cartões de crédito de marcas compartilhadas, assim como a fidelidade para com marcas de roupa, acessórios e calçados em Bogotá - Colômbia. Procedeu-se um estudo quantitativo correlacional e transversal, com uma amostra não probabilística - por conveniência com um total de 250 pesquisas de opinião válidas. Os resultados demonstram a existência de relação entre os fatores de valor percebido em relação aos cartões de crédito de marcas compartilhadas e os fatores de fidelidade em relação às marcas estudadas, validando dessa forma, todas as hipóteses levantadas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[percepción de valor]]></kwd>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[tarjetas de crédito de marca compartida]]></kwd>
<kwd lng="en"><![CDATA[Perceived value]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[co-branded credit cards]]></kwd>
<kwd lng="pt"><![CDATA[percepção de valor]]></kwd>
<kwd lng="pt"><![CDATA[lealdade]]></kwd>
<kwd lng="pt"><![CDATA[cartões de crédito de marca compartilhada]]></kwd>
</kwd-group>
</article-meta>
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