<?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>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932020000200242</article-id>
<article-id pub-id-type="doi">10.22267/rtend.202102.149</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[RELACIONAMIENTO DE MARCA: ANÁLISIS DE PERSPECTIVAS Y TRASCENDENCIA EN LA GESTIÓN]]></article-title>
<article-title xml:lang="en"><![CDATA[BRAND RELATIONSHIP: PERSPECTIVES ANALYZES AND TRANSCENDING IN MANAGEMENT]]></article-title>
<article-title xml:lang="pt"><![CDATA[RELACIONAMENTO DE MARCA: ANÁLISE DE PERSPECTIVAS E TRANSCENDÊNCIA EM A GESTÃO]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía]]></surname>
<given-names><![CDATA[Juan Camilo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arcos Rosas]]></surname>
<given-names><![CDATA[Mario Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Valencia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Nariño  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>242</fpage>
<lpage>265</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932020000200242&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932020000200242&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932020000200242&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente artículo de revisión, describe y analiza el estado de la investigación concerniente al Relacionamiento de Marca (Brand Relationship) en el mundo, a partir de la exploración de artículos en inglés publicados en revistas que están catalogadas en ABI Inform (Proquest), Web of Science (WoS) y Scopus (Elsevier) en el periodo comprendido entre 2000 y 2020. Se construyó una base de datos de aproximadamente 143 artículos con el año en que fue publicado el documento, el autor, el nombre de la revista, el país y el método empleado en el estudio. Se puede observar luego de la revisión que en los últimos años ha tomado fuerza el tema y existe una proliferación de artículos relacionados directamente con el campo tratado o con sus dimensiones, sin embargo, empiezan a existir controversias sobre postulados previos de autores renombrados en el tema. De esta forma se discuten las diferentes dimensiones del tópico junto con su concepto principal, lo que se está investigando y el aporte que esto tiene para los gerentes de marca, concluyendo con algunas brechas de investigación futuras. JEL: M3; M30; M31; M32; M37; M39]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This review describes and analyzes the state of research about Brand Relationship in the world, based on a review of articles in English published in journals that are listed in ABI Inform (Proquest), Web of Science (WoS) and Scopus (Elsevier) in the period from 2000 to 2020. A database of approximately 144 articles was built from the year the article, author, journal name, country, and method were published. employed in the study. It can be seen after the review that in recent years the topic has taken hold and there is a proliferation of articles related directly to the field treated or to its dimensions, however, there are directly controversies about previous postulates by renowned authors on the subject. The different dimensions of the topic are discussed together with its main concept, what is being investigated and the contribution this has for brand managers, concluding with some future research gaps. JEL: M3; M30; M31; M32; M37; M39]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Este artigo de revisão descreve e analisa o estado da pesquisa sobre Relacionamento da Marca, com base em uma revisão de artigos em inglês publicados em periódicos listados em ABI Inform (Proquest), Wos of Science (WoS) e Scopus (Elsevier) no período de 2000 a 2020. Foi construída uma base de dados com aproximadamente 144 artigos com ele ano em que foram publicados o documento, autor, nome da revista, país e método empregado no estudo. Observa-se, após a revisão, que nos últimos anos o tema se consolidou e há uma proliferação de artigos relacionados diretamente ao campo tratado ou a suas dimensões, no entanto, há controvérsias diretamente sobre postulados anteriores de autores renomados sobre o assunto. As diferentes dimensões do tópico são discutidas juntamente com seu conceito principal, o que está sendo investigado e a contribuição que isso tem para os gerentes de marca, concluindo com algumas lacunas de pesquisas futuras. JEL: M3; M30; M31; M32; M37; M39]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[relacionamiento de marca]]></kwd>
<kwd lng="es"><![CDATA[personalidad de marca]]></kwd>
<kwd lng="es"><![CDATA[gestión de marca]]></kwd>
<kwd lng="es"><![CDATA[dimensiones de marca]]></kwd>
<kwd lng="es"><![CDATA[identidad de marca]]></kwd>
<kwd lng="es"><![CDATA[valor de marca.]]></kwd>
<kwd lng="en"><![CDATA[brand relationship]]></kwd>
<kwd lng="en"><![CDATA[brand personality]]></kwd>
<kwd lng="en"><![CDATA[brand management]]></kwd>
<kwd lng="en"><![CDATA[brand dimensions]]></kwd>
<kwd lng="en"><![CDATA[brand identity]]></kwd>
<kwd lng="en"><![CDATA[brand equity.]]></kwd>
<kwd lng="pt"><![CDATA[relacionamento da marca]]></kwd>
<kwd lng="pt"><![CDATA[personalidade da marca]]></kwd>
<kwd lng="pt"><![CDATA[gerenciamento de marca]]></kwd>
<kwd lng="pt"><![CDATA[dimensões da marca]]></kwd>
<kwd lng="pt"><![CDATA[identidade da marca]]></kwd>
<kwd lng="pt"><![CDATA[valor da marca.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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