Es un recurso que permite registrar, conservar, consultar y difundir la producción de conocimiento académico y científico de la Red Summa Education. Se caracteriza por ser de acceso abierto, respetar el derecho de autor y utilizar el autoarchivo como metodología para el registro de la información.
This article has two general objectives: analyze the visual identity, through the last logo of the Colombian Oil Company Ecopetrol S.A. and, establish the impact on the perception of the con- sumer, its acceptance and recognition of its activities, emphasizing the «branding» and its in- fluence on the brand. Designing a qualitative and quantitative research, based on the conceptual frameworks of corporate marketing, greenwashing and deceptive persuasion. This allowed to establish that, from the advertising, communicative and economic points of view, the logo was a success, as well as in terms of «branding» and brand value, as it was persuasive and convincing.
| Código institucional | PROD-2026-0186 |
| DOI | 10.5565/rev/grafica.185 ↗ |
| ISSN | 2339-7500 |
| Revista | Grafica |
| Indexación | JCR · A1 · SJR · A1 |
| Idioma | ES |
| URL oficial | https://revistes.uab.cat/grafica/article/view/v9-n18-gutierrez ↗ |
| Licencia | CC-BY-NC-SA OPEN ACCESS |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Marketing Digital, Analítica y Comportamiento del Consumidor |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales |
| URI Minerva | https://redsummaeducation.education/minerva/item/187 |
María Margarita Gutiérrez Gutiérrez (2021). El Marketing, el Greenwashing y su influencia en el Brand Equity. Caso de estudio: Colombia. Grafica. https://doi.org/10.5565/rev/grafica.185
@article{MaraMargaritaGutirrezGutirrez2021,
title = {El Marketing, el Greenwashing y su influencia en el Brand Equity. Caso de estudio: Colombia},
author = {María Margarita Gutiérrez Gutiérrez},
year = {2021},
journal = {Grafica},
issn = {2339-7500},
doi = {10.5565/rev/grafica.185},
url = {https://redsummaeducation.education/minerva/item/187}
}