<?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>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200139</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5198</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Omnicanalidad: la consistencia en la integración de canales de una marca minorista]]></article-title>
<article-title xml:lang="en"><![CDATA[Omnichannel; Consistency in a retail brand's channel integration]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barón López]]></surname>
<given-names><![CDATA[Ena Yuritze]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Central  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>139</fpage>
<lpage>158</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200139&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200139&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El aumento de marcas digitales ha forzado a las marcas minoristas tradicionales a introducir el canal digital en la compra de bienes y servicios. Las marcas minoristas tradicionales, pasaron de tener únicamente puntos físicos a tener canales digitales y aplicaciones convirtiéndose en negocios multicanal, y más recientemente omnicanal. En América Latina, la adopción del canal digital se ha intensificado debido al aumento de la cultura digital durante la pandemia de Covid 19, no obstante, en el inicio de la pandemia, los consumidores aún estan explorando los canales digitales como una opción para la compra de productos de primera necesidad. Este artículo presenta resultados exploratorios sobre el uso de los canales de las marcas minoristas en Colombia, específicamente presentan los resultados sobre la percepción de la consistencia entre ellos y su relación con marcas minoristas de productos de gran consumo, siendo esta una de las condiciones esenciales de la integración. Los datos fueron recogidos durante los meses de abril y mayo del 2020 y hacen parte de un estudio que busca comprender el comportamiento de compra omnicanal de consumidores en economías emergentes. A través del planteamiento de un modelo tipo SEM (Structural Equation Model) revisado con el software PLS se analiza la relación entre los conceptos consistencia y valor de marca. Los resultados confirman la relación del valor de marca y la consistencia entre los canales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The rise of digital brands has forced traditional retail brands to introduce the digital channel in the purchase of goods and services. Traditional retail brands went from having only physical points to having digital channels and applications, becoming multichannel businesses, and more recently omnichannel. In Latin America, the adoption of the digital channel has intensified due to the increase in digital culture during the Covid 19 pandemic, however, at the beginning of the pandemic, consumers are still exploring digital channels as an option for purchase. of essential products. This article presents exploratory results on the use of retail brand channels in Colombia, specifically presenting the results on the perception of consistency between them and their relationship with retail brands of consumer products, this being one of the essential conditions of the integration. The data was collected during the months of April and May 2020 and is part of a study that seeks to understand the omnichannel purchasing behavior of consumers in emerging economies. Through the approach of a model type SEM (Structural Equation Model) revised with the PLS software, the relationship between the concepts of consistency and brand value is analyzed. The results confirm the relationship between brand value and consistency between channels.]]></p></abstract>
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<kwd lng="es"><![CDATA[omnicanalidad]]></kwd>
<kwd lng="es"><![CDATA[países emergentes]]></kwd>
<kwd lng="es"><![CDATA[consistencia]]></kwd>
<kwd lng="es"><![CDATA[marca minorista]]></kwd>
<kwd lng="en"><![CDATA[N16]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M15]]></kwd>
<kwd lng="en"><![CDATA[omnichannel]]></kwd>
<kwd lng="en"><![CDATA[emerging countries]]></kwd>
<kwd lng="en"><![CDATA[consistency]]></kwd>
<kwd lng="en"><![CDATA[retail brand]]></kwd>
</kwd-group>
</article-meta>
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