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Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications
(Universidad de Navarra, 2023)
Acceso abierto
This 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 ...
Bringing managers closer to papers: Measuring the relevance of business and management research
(Taylor and Francis Ltd., 2023)
Acceso abierto
This 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. ...
Portraying of Latin American Women in Falabella’s Instagram: Stereotypes and Sexual Objectification Theory
(Springer, 2023)
Acceso restringido
This 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 ...
Cross-Cultural comparison of TikTok uses and gratifications
(Taylor and Francis Ltd., 2023)
Acceso restringido
This 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 ...
Experiencia y teoría en las decisiones publicitarias entre directivos de marketing
(Universidad de Lima, 2023)
Acceso abierto
Los 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 ...