Listar por autor "Vargas Bianchi, Lizardo"
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Análisis de transferencia de la teoría de consumo para sentido de pertenencia
Vargas Bianchi, Lizardo (Universidad de Lima, Instituto de Investigación Científica, 2019)Acceso abiertoParte del éxito de las marcas radica en las relaciones que establecen con sus consumidores y futuros clientes. Profundizar en la comprensión del modo en que las personas se relacionan y utilizan la marca es relevante para ... -
Brands in young consumers' Instagram contents: Elements of brand identity enable their use to promote group belonging
Vargas Bianchi, Lizardo (IEEE Computer Society, 2021)Acceso restringidoThe desire to belong to a group is a characteristic of the human social condition. This quality influences an individual's choice and consumption of brands and products. The belonging-oriented consumption model explains ... -
Bringing managers closer to papers: Measuring the relevance of business and management research
Vílchez-Román, Carlos; Vara-Horna, Arístides; Vargas Bianchi, Lizardo (Taylor and Francis Ltd., 2023)Acceso abiertoThis study aims to validate a data collection tool’s psychometric properties to explore whether business management research’s relevance is a high-order construct made up of its perceived interest and perceived relevance. ... -
Consumo, marcas y pertenencia quedándose en casa
Vargas Bianchi, Lizardo (Empresa Editora El Comercio, 2020)Acceso abiertoEn estas semanas de confinamiento debido a la pandemia Covid-19 se observó que el ritmo habitual de la publicidad en redes sociales y las acciones de comunicaciones de marketing de numerosas marcas se detuvo de forma súbita. ... -
Cross-Cultural comparison of TikTok uses and gratifications
Vargas Bianchi, Lizardo; Deng, Tao; Mensa, Marta (Taylor and Francis Ltd., 2023)Acceso restringidoThis cross-cultural study examines the differences in TikTok use among users from the United States, Spain, and Chile. A survey, in English, European Spanish, and Latin American Spanish respectively, was administered to ... -
Dietas mediáticas de adultos mayores peruanos para informarse, educarse y entretenerse: estudio exploratorio
Mateus, Julio-César; Cappello Flores, Giancarlo; Vargas Bianchi, Lizardo (Ediciones Universidad de Salamanca, 2023)Acceso abiertoA partir de un estudio de panel a nivel nacional, este artículo explora las dietas mediáticas de la población mayor de 60 años en el Perú. Los estudios que abordan este grupo etario son escasos y se limitan a examinar las ... -
Do you remember me? Women sexual objectification in advertising among young consumers
Vargas Bianchi, Lizardo; Mensa, Martha (Emerald Group, 2020)Acceso restringidoPurpose: The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this ... -
Experiencia y teoría en las decisiones publicitarias entre directivos de marketing
Garay Acuña, Dante Daniel Alonso; Solano González, Diego Martín; Vargas Bianchi, Lizardo (Universidad de Lima, 2023)Acceso abiertoLos directivos de marketing toman constantes decisiones relativas a la publicidad. Sin embargo, escasa literatura ha examinado su entendimiento sobre cómo funciona la publicidad. Este estudio analiza si el razonamiento ... -
Inferencia de precio-calidad del producto entre consumidores infantiles
Vargas Bianchi, Lizardo (Editorial Espacios, 2019)Acceso abiertoLa relación entre el precio de un producto y su calidad percibida se encuentra reportada en la literatura académica. Son limitados los estudios que analizan este fenómeno en niños. Este estudio cuasi experimental posprueba ... -
'No, auntie, that's false': Challenges and resources of female baby boomers dealing with fake news on Facebook
Vargas Bianchi, Lizardo; Mateus, Julio-César; Pecho Ninapaytan, Andrea Carolina; Zambrano Zuta, Stefany Denisse (First Monday, 2023)Acceso abiertoThe spread of fake news on social media networks is on the rise, prompting a special interest in identification and coping skills among news consumers so that they can filter out misleading information. Studies suggest ... -
Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications
Mensa, Marta; Vargas Bianchi, Lizardo (Universidad de Navarra, 2023)Acceso abiertoThis study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus ... -
Portraying of Latin American Women in Falabella’s Instagram: Stereotypes and Sexual Objectification Theory
Mensa, Marta; Vargas Bianchi, Lizardo (Springer, 2023)Acceso restringidoThis study examines the portrayals of women by the department store brand Falabella on Instagram. Falabella is one of the largest retailers in Latin America with shops in several countries. The study compared how women are ... -
Posting to Belong: Instagram Features Enhance Marketed Goods Used as Conduits to Leverage Group Affiliation
Vargas Bianchi, Lizardo (Springer, 2022)Acceso restringidoBelonging Conduits are resources available in the market (such as products, services, or brands) that people use as a means to favor their affiliation to a group. The conduits are a construct of the belongingness-oriented ... -
Pursuing belonging through consumption: refining the belonging process framework
Vargas Bianchi, Lizardo (Emerald Group Holdings Ltd., 2022)Acceso abiertoPurpose – Much research has been conducted on how consumption is related to human relationships. Only a scarcity of studies has examined brand and product selection, as well as the consumption activities that individuals ...