<?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>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2018000200138</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2018.v9.n20.a8</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Aprendizaje de la marca: aproximaciones conceptuales desde la psicología del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand learning: Conceptual approach from consumer psychology]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sandoval-Escobar]]></surname>
<given-names><![CDATA[Marithza]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina-Arboleda]]></surname>
<given-names><![CDATA[Iván Felipe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ávila Campos]]></surname>
<given-names><![CDATA[Jorge Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno Hernández]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Fundación Universitaria Konrad Lorenz  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Fundación Universitaria Konrad Lorenz  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Fundación Universitaria Konrad Lorenz  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>9</volume>
<numero>20</numero>
<fpage>138</fpage>
<lpage>144</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2018000200138&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2018000200138&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2018000200138&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo desarrolla una revisión del concepto de marca, su valor y significado a partir de dos de las principales perspectivas de la psicología del consumidor: la perspectiva cognitiva, en la que se presentan los conceptos centrales que explican la forma en que las personas desarrollan ideas y conceptos acerca de la marca, que implican variedad de significados y valoraciones. Desde la perspectiva conductual, se presentan los conceptos correspondientes a procesos de aprendizaje de las marcas, identificando como las consecuencias del comportamiento de elección y las estrategias de comunicación generan aprendizajes de tipo asociativo, que explican el valor que poseen las marcas para los individuos, se revisan los componentes básicos del BPM, y se indican sus aplicaciones a la comprensión del significado de la marca en el contexto del mercado. Finalmente, se plantea la necesidad de integrar metodologías y fortalezas de cada uno de los enfoques para generar aproximaciones más completas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article develops a review of the brand concept, its value and its meaning, taking on account two of the main perspectives of consumer psychology. From a cognitive perspective, we present the central concepts that explain the way in which people develop a set of ideas and concepts about the brand, which involve a variety of meanings and valuations. In the other hand, from the behavioral perspective, the central concepts corresponding to the learning processes of the brands are presented, identifying how the consequences of the behavior of choice and the strategies of communication generate associative and operant learning, which explain the brand&#8217;s value for individuals. For this purpose, the basic components of the BPM are reviewed, indicating their applications to the understanding of the brand meaning in the market context. Finally, this work is emphasizes the need to integrate methodologies in order to get more complete approximations in the comprehension of consumer&#8217;s behavior.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[construcción de marca, BPM (Behavioral Perspective Model)]]></kwd>
<kwd lng="es"><![CDATA[enfoque cognitivo, valor de marca]]></kwd>
<kwd lng="es"><![CDATA[aprendizaje de marca]]></kwd>
<kwd lng="es"><![CDATA[psicología del consumidor]]></kwd>
<kwd lng="en"><![CDATA[Branding, BPM (Behavioral Perspective Model)]]></kwd>
<kwd lng="en"><![CDATA[cognitive approach]]></kwd>
<kwd lng="en"><![CDATA[brand value]]></kwd>
<kwd lng="en"><![CDATA[brand learning]]></kwd>
<kwd lng="en"><![CDATA[consumer psychology]]></kwd>
</kwd-group>
</article-meta>
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