Percepción del valor de marca y comportamiento del consumidor en el sector retail colombiano: Un análisis sistemático

Abstract

This research aims to analyze the relationship between brand value perception and consumer behavior within the Colombian retail sector, based on a systematic review of scientific literature. The study stems from a real concern: many retail companies invest significant resources in branding strategies without fully understanding how consumers perceive brand value or how this perception influences their purchasing decisions. From the field of Business Administration, understanding this connection is essential for designing more effective and sustainable value propositions. To this end, a documentary analysis with a systematic approach was applied, reviewing 25 research articles published in recent years, both in national and international contexts, with emphasis on studies related to perceived value, customer loyalty, sustainable marketing, and brand management. The findings revealed recurring patterns among variables such as perceived quality, fair pricing, emotional commitment, and corporate reputation all of which are strongly linked to consumer behavior. The analysis allowed for a comparison of theories and perspectives across various disciplines, while also contributing a comprehensive viewpoint grounded in strategic brand management. It is concluded that, in the Colombian context, perceived brand value plays a decisive role in customer loyalty, particularly in proximity retail. This study provides relevant insights for managers, marketers, and entrepreneurs seeking to strengthen their brand positioning through a deeper understanding of the consumer.