Análisis de la confianza en marca de alimentos ultraprocesados desde la revisión sistemática de literatura

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dc.contributor.advisorBermúdez Sosa, Herbert Jair
dc.contributor.authorRicardo Vicentini, Daniela
dc.coverage.spatialBogotá D.C.
dc.coverage.temporal2025
dc.date.accessioned2025-10-20T17:01:48Z
dc.date.available2025-10-20T17:01:48Z
dc.date.issued2025-07-16
dc.description.abstractEsta investigación presenta una revisión sistemática de literatura realizada a través de la metodología PRISMA, donde se tiene como objetivo analizar cómo existe confianza en marcas de alimentos ultraprocesados. Se desarrolló la revisión de 30 estudios académicos provenientes de bases de datos como SCOPUS, SCIELO y Google Scholar, en donde se identificaron factores clave como la transparencia de marca, el etiquetado, la comunicación institucional, la percepción del consumidor y la responsabilidad social, los cuales pueden estar relacionados en la construcción de confianza y en el posicionamiento de las marcas en un contexto marcado por un creciente escepticismo del consumidor hacia este tipo de productos, adicional, de ser un entorno que cada vez busca más elementos enfocados en la salud y el bienestar. Los hallazgos permiten comprender cómo el marketing y los valores percibidos de la marca influyen en la toma de decisiones del consumidor frente a productos de carácter alimenticio en este caso. Finalmente, se proponen líneas de investigación futura enfocadas en la aplicación de estos hallazgos en marcas del sector alimentario y en el diseño de estrategias comunicativas más efectivas, para la confianza de marca.spa
dc.description.abstractenglishThis research presents a systematic literature review conducted using the PRISMA methodology, which aims to analyze how trust exists in ultra-processed food brands. A review of 30 academic studies from databases such as SCOPUS, SCIELO, and Google Scholar was conducted. Key factors such as brand transparency, labeling, institutional communication, consumer perception, and social responsibility were identified. These factors may be related to building trust and brand positioning in a context marked by growing consumer skepticism toward these types of products, and an environment that increasingly seeks out items focused on health and wellness. The findings provide an understanding of how marketing and perceived brand values influence consumer decision-making regarding food products in this case. Finally, future research lines are proposed, focusing on the application of these findings to brands in the food sector and the design of more effective communication strategies to enhance brand trust.spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cosspa
dc.identifier.urihttp://hdl.handle.net/10823/7889
dc.language.isospaspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.publisher.programMaestría en Gerencia Estratégica de Mercadeospa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.subject.keywordsBrandt Trustspa
dc.subject.keywordsConsumer perceptionspa
dc.subject.keywordsMarketingspa
dc.subject.keywordsPRISMspa
dc.subject.keywordsLiterature reviewspa
dc.subject.keywordsUltra-processed foodsspa
dc.subject.lembComportamiento del consumidorspa
dc.subject.lembInvestigación - metodología Prismaspa
dc.subject.lembSector alimentos - ultraprocesadosspa
dc.subject.proposalAlimentos ultraprocesadosspa
dc.subject.proposalConfianza de marcaspa
dc.subject.proposalMarketingspa
dc.subject.proposalPercepción del consumidorspa
dc.subject.proposalPRISMAspa
dc.subject.proposalRevisión de literaturaspa
dc.titleAnálisis de la confianza en marca de alimentos ultraprocesados desde la revisión sistemática de literaturaspa
dc.title.translatedAnalysis of Brand Trust in Ultra-Processed Foods Based on a Systematic Literature Reviewspa
dc.typematerThesisspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Maestríaspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TM
dc.type.versioninfo:eu-repo/semantics/draftspa

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