Apropiación social del conocimiento - CPO

URI permanente para esta colecciónhttp://hdl.handle.net/10906/78204

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Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study
(Springer Link, 2016-01-01) Arboleda Arango, Ana María
We hypothesize that (a) the presence of a leading brand next to a me-too brand and (b) the presence of the brand on the package prevents consumer confusion. This experimental design includes six categories of snacks (chocolate covered cake, waffle cookies, chocolate chip cookies, crackers, lollypops, and gummy candy); for each we estimate three logit models to determine the probability of (a) behavioral confusion, (b) cognitive confusion, and (c) overall confusion. Results support both hypotheses. Previous studies use cognitive rather than behavioral measures of confusion; we show that the three measures of confusion are complementary. Results yield important practical implications.
Mac: De taller a multinacional, una evolución dada por las redes comerciales
(Grupo Editorial Norma, 2007-01-01) Arboleda Arango, Ana María
El objetivo del capitulo es estudiar cómo, en sus primeros cincuenta años de existencia, MAC hace parte de una red social y comercial que ha formado a través de relaciones con clientes, proveedeores, competidores y aliados. Una red social consiste en una serie de lazos directos e indirectos de un acor a otro