<?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>S2215-910X2021000200161</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2021.v12.n27.a07</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La inversión en marcas y su relación con los resultados empresariales]]></article-title>
<article-title xml:lang="en"><![CDATA[Investment in brands and its relationship with business results]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cardozo-Torres]]></surname>
<given-names><![CDATA[Valentina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Méndez-Morales]]></surname>
<given-names><![CDATA[Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrera]]></surname>
<given-names><![CDATA[Milton M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Militar Nueva Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Militar Nueva Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Militar Nueva Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>12</volume>
<numero>27</numero>
<fpage>161</fpage>
<lpage>171</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2021000200161&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2021000200161&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2021000200161&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Las marcas son un activo intangible con un alto valor estratégico para las organizaciones. Si bien las marcas influyen en el mercado, la relación entre la inversión en dichos activos y los impactos financieros en las firmas aun no es muy clara. En este artículo se busca entender la forma en que la creación, la adecuada gestión y la promoción de las marcas, como activos intangibles, afectan los resultados financieros de las empresas, de igual forma, nos preguntamos cuáles variables median en dicha relación. El artículo presenta una revisión sistemática de la literatura de los estudios relacionados con la inversión en marcas y su impacto en el desempeño organizacional, que fueron llevados a cabo entre 2016 y 2020. Los resultados muestran que los estudios refieren relaciones de dos niveles entre las marcas y los resultados empresariales, que las mismas usan datos de encuestas de percepción y de bases de datos de terceros y que, generalmente, estos estudios se han realizado para los países en vía de desarrollo. Esta revisión contribuye con una mirada de futuras direcciones de investigación en relación con la inversión en activos intangibles y el desempeño organizacional]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Brands are an intangible asset with high strategic value for organizations. Although brands influence the market, the relationship between investment in these assets and the financial impact on firms is still not very clear. This article aims to understand the way in which the creation, management, and promotion of brands, as intangible assets, have on financial performance of firms, in the same direction, we wonder which are the variables mediating on that relationship. The paper presents a systematic review of the literature of the studies brought related to investment in brands and its impact on organizational performance between 2016 and 2020. The results show the studies refer to two-level relationships between brands and business results, that they use data from perception surveys and third-party databases, and that it has carried these studies out for developing countries. This review contributes with a look at future research directions in relation to investment in intangible assets and organizational performance.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marcas]]></kwd>
<kwd lng="es"><![CDATA[política industrial]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[activos intangibles]]></kwd>
<kwd lng="es"><![CDATA[estrategia empresarial]]></kwd>
<kwd lng="en"><![CDATA[Brands]]></kwd>
<kwd lng="en"><![CDATA[industrial policy]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[intangible assets]]></kwd>
<kwd lng="en"><![CDATA[business strategy]]></kwd>
</kwd-group>
</article-meta>
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