An agent-­‐based simulation system to support an approach to brand perception measurement

dc.contributorPeña Reyes, José Ismaelspa
dc.contributor.authorMendoza Pulido, Ivan Alfredospa
dc.date.accessioned2019-06-29T13:25:54Zspa
dc.date.available2019-06-29T13:25:54Zspa
dc.date.issued2012spa
dc.description.abstractAbstract. A theoretical approach for measuring the brand perception of a single organisation in a heterogeneous group of persons of arbitrary size and supported by an intelligent agent based system is presented. The system is based on the interaction of two types of agents: on one side, groups of acquiescent agents modelled after a given brand’s potential customers and aware of environmental disturbances produced by an organisation in form of influencing agents on the other. The relation is based on the perspective that a person may define an organisational value by returning her own perception to the environment, an organizational value that in some way has been interiorised. Once her perspective finds a way to the environment again, it gains new life and is able to influence other people. The aim of the mentioned system is to evaluate the effect of the discriminated marketing investment made to expose different values of the organisation. Management aspires people to interiorise these values and to return them untouched to their peers to interiorise them later too. By making the investment aspect clear, the management may become aware of which resources are being well spent and which ones need a to be redirected to really reach their desired target in accordance to the people’s response, an aspect clearly presented by the simulation process. So, differences among the customer groups were modelled by determining their members’ sensibility towards influences and the capacity to produce an active response to such stimuli. An active response in terms of the system was modelled in two ways: (i) is to return the influences back to the environment or (ii) to terminate them abruptly. Influencing agents are also gathered by common given objectives to form groups but maintain a certain degree of independence by being more or less prone to survive in the environment. This last feature was modelled after the investment effort made by an organisation towards the penetration of own values to be perceived by the public.spa
dc.description.degreelevelMaestríaspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.eprintshttp://bdigital.unal.edu.co/46303/spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/52052
dc.language.isospaspa
dc.relation.ispartofUniversidad Nacional de Colombia Sede Bogotá Facultad de Ingeniería Departamento de Ingeniería de Sistemas e Industrialspa
dc.relation.ispartofDepartamento de Ingeniería de Sistemas e Industrialspa
dc.relation.referencesMendoza Pulido, Ivan Alfredo (2012) An agent-­‐based simulation system to support an approach to brand perception measurement. Maestría thesis, Universidad Nacional de Colombia.spa
dc.rightsDerechos reservados - Universidad Nacional de Colombiaspa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseAtribución-NoComercial 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/spa
dc.subject.ddc0 Generalidades / Computer science, information and general worksspa
dc.subject.ddc62 Ingeniería y operaciones afines / Engineeringspa
dc.subject.proposalHeterogeneous groupspa
dc.subject.proposalPotential customers of the brandspa
dc.titleAn agent-­‐based simulation system to support an approach to brand perception measurementspa
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.redcolhttp://purl.org/redcol/resource_type/TMspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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