Results 21 to 30 of about 37,279 (187)
Journal of Technology Management & Innovation, 2015 Los contenidos generados por los usuarios sobre un producto turístico en Internet son utilizados de forma recurrente por otros turistas como una importante fuente de información.
Carmen Hidalgo-Alcazar +2 more
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Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador
Estudios Gerenciales, 2022 Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los ...
Madelyn Mendoza-Moreira +1 more
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Management Letters/Cuadernos de Gestión, 2014 The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies.
Andrea Pérez +1 more
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Management Letters/Cuadernos de Gestión, 2022 Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating ...
M.ª Belén Prados Peña
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Revista Galega de EconomíaThis study applies the “value get, value give” framework to explain how gamified loyalty programmes create value for firms. This study proposes a model which has been tested and whose aim is to analyse whether the perceived value offered by a gamified ...
Sara Catalán, Julia Marchan
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Business Research Quarterly, 2021 New product development (NPD) collaborations with external partners involve high coordination costs and run substantial risks. Formalization seems to be an effective mechanism to mitigate said costs and risks, although the issue of whether formalization ...
María Pemartín +1 more
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Diseño de la investigación: cuestionario y muestra [PDF]
, 2020 Presentación "Diseño de la investigación: cuestionario y muestra" de la asignatura Investigación de Mercados I del Grado de Marketing e Investigación de ...
Gallego-Galán, Inmaculada
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Ontología sacrificial y teoría de la ilusión. Un programa de rehabilitación para Jean Baudrillard
LogosEste artículo intenta traer a Jean Baudrillard de nuevo al escenario filosófico y reubicarlo tras dos décadas de su muerte, en las que apenas se encuentran trabajos que den cuenta de su legado filosófico como un cuerpo conceptual singular.
Diego Herranz Andújar
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Sex, violence and stereotypes in the brand equity of a series. The case of Game of Thrones
Management Letters/Cuadernos de Gestión, 2019 Theoretical framework. The audiovisual sector has grown and evolved in recent years with the appearance of new products and companies that strive to achieve leadership in the sector, such as HBO or Netflix.
Álvaro J. Rojas Lamorena +2 more
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The concept and measurement of consumer value: agreements and disagreements
Management Letters/Cuadernos de Gestión, 2020 Studying the value concept turns out to be necessary and useful in Marketing because it is academically endemic and professionally relevant. However, despite decades of research, authors denounce a certain vicious circle of conceptual and methodological ...
Martina G. Gallarza +2 more
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