Marketing

 

Recent Submissions

  • CSR and branding in emerging economies: The effect of incomes and education 

    Cambra-Fierro, Jesús Juan; Flores-Hernández, Javier-Alfredo; Pérez, L.; Valera-Blanes, G. (Wiley-BlackwellReino Unido, 2020)
    Acceso restringido
    Sustainable 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 ...

  • Sustainability and branding in retail: a model of chain of effects 

    Flores-Hernández, Javier-Alfredo; Olavarría-Jaraba, Ana; Valera-Blanes, Guadalupe; Vázquez-Carrasco, Rosario (Multidisciplinary Digital Publishing Institute (MDPI)Suiza, 2020)
    Acceso abierto
    The main objective of this study is to analyse the impact of sustainable practices on companies' corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those ...

  • Sustainability, brand image, reputation and financial value: manager perceptions in an emerging economy context 

    Flores-Hernández, Javier-Alfredo; Cambra-Fierro, Jesús; Vázquez-Carrasco, Rosario (John Wiley & SonsUnited Kingdom, 2020)
    Acceso restringido
    Sustainability has become a fundamental concern in today' world—one which firms can no longer remain oblivious to. Through CSR, companies can shore up financial sustainability by acting in responsible, socially and ...

  • Identificación del sentimiento expresado usando redes sociales en un contexto político 

    Bohorquez-Lopez, Victor-Wilfredo; Méndez-Lazarte, Christiam-Ismael; Altube, Lucas; Santana, Enmanuel (Americas Conference on Information SystemsEstados Unidos, 2019)
    Acceso abierto
    Este estudio pretende proponer una solución al problema de identificar el sentimiento de comentarios en español, debido a las variaciones idiomáticas existentes en los diversos países Latinoamericanos, plasmados en redes ...

  • Dynamic networks in early international agrobusiness 

    Méndez-Lazarte, Christiam-Ismael (Escola Brasileira de Administração Pública e de EmpresasBrasil, 2019)
    Acceso abierto
    This research aims to understand the benefits of networks, based on their origin, for the process of companies’ accelerated internationalization. The study adopts as a reference the emergence of Born Global enterprises, ...

  • Uso de CRM social para mejorar campañas de marketing dirigido en sector minorista 

    Bohorquez-Lopez, Victor-Wilfredo; Huaynate-Mato, Edwin-David; Méndez-Lazarte, Christiam-Ismael (Association for Information SystemsEstados Unidos, 2018)
    Acceso abierto
    Este 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 ...