Browsing by research area / line "Desarrollo empresarial / Marketing y comportamiento del consumidor"
Now showing items 1-11 of 11
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Analysis of advertising in the multimedia environment of children and adolescents in Peru
(Routledge, 2018)Acceso restringidoI examined advertising of healthy and unhealthy food and beverage products across television, Facebook, outdoors, and bodegas. I used content analysis to describe the types of advertised food products, the persuasive ... -
CSR and branding in emerging economies: The effect of incomes and education
(Wiley-Blackwell, 2020)Acceso restringidoSustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the ... -
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
(Springer, 2021)Acceso abiertoThe aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ... -
Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru
(BioMed Central, 2021)Acceso abiertoData on gender representation in food and beverage advertisements may allow for a better understanding of how the food industry is targeting different audiences based on gender. Nonetheless, scant research on food and ... -
Do you remember me? Women sexual objectification in advertising among young consumers
(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 ... -
How does customer perception of salespeople influence the relationship? A study in an emerging economy
(Elsevier, 2020)Acceso restringidoSales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the ... -
Identification of main factors to characterize young people with greatest intention of buying footwear online
(26th Americas Conference on Information Systems, AMCIS 2020., 2020)Acceso restringidoThe study seeks to identify the main factors that contribute to characterize young people in an emerging city like Lima, one of the cities with the lowest online channel penetration in Latin America, intending to buy a ... -
Inferencia de precio-calidad del producto entre consumidores infantiles
(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 ... -
Relevance of salespeople profiles: an analysis in an emerging economy
(Emerald, 2020)Acceso restringidoPurpose: The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales ... -
The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
(Elsevier, 2020)Acceso restringidoThe consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the ... -
Uso de CRM social para mejorar campañas de marketing dirigido en sector minorista
(Association for Information Systems, 2018)Acceso restringidoEste estudio pretende demostrar que la efectividad de una campaña dirigida de marketing usando cupones puede mejorar utilizando elementos del CRM Social. Para lograrlo, se realizó un experimento consistente en otorgar ...
