Estudios gerenciales Vol. 35 No. 152
URI permanente para esta colecciónhttp://hdl.handle.net/10906/85224
Examinar
Envíos recientes
Ítem Exploración de la gestión de marca en las pequeñas empresas de servicios de México(Universidad Icesi, 2019-07-01) Maldonado Guzmán, GonzaloBrand management is one of the topics in marketing literature gaining more and more supporters. Researchers and academics are directing their work to demonstrate that proper brand management allows service enterprises to generate a strong brand, which is one of the main objectives of service enterprises. Thus, through a sample of 300 service SMEs, the essential objective of this work is the analysis and discussion of brand management in service SMEs. The results obtained indicate that values, norms, symbols, and behaviors are relevant indicators in the measurement of services’ brand management.Ítem Pokémon Go y sus factores de éxito: diseño de un modelo teórico(Universidad Icesi, 2019-07-01) Flores Flores, Adán JacintoPokémon Go is a downloadable game based on localization that caused a collective hysteria during its launch in 2016. This article, through documentary research, aims at designing a theoretical model based on Pokémon Go’s success factors. Five success factors were identified: 1. nostalgia, 2. free download, 3. continuous updates, 4. gaming dynamics, and 5. healthy implementation of micropayments. The theoretical model designed can influence the development of subsequent strategic models that help decision makers in the strategic organizational direction. In addition, the present theoretical contribution can be capitalized by the academic community to analyze in depth the market of electronic applications in subsequent empirical research.Ítem La conciencia de marca en redes sociales: impacto en la comunicación boca a boca(Universidad Icesi, 2019-07-01) Sánchez Tovar, YeseniaThe objective of this article is to identify the determinants of brand awareness and its impact on word-of-mouth communication. The study was carried out by using the structural equations technique that collects data from a survey applied to a validated sample of 208 social network users in Mexico. The results confirm a positive and significant effect of the quality of the information on brand awareness, and the direct effect of brand awareness on the word of mouth is demonstrated. These results will allow companies to identify the necessary elements for building loyalty and the process to attract new customers.Ítem Teoría de modelos mentales y el constructo experiencia de marca: un estudio de caso en una escuela de negocios chilena(Universidad Icesi, 2019-07-01) Cárdenas Figueroa., ArturoThis study seeks to apply the semantic mental models theory to a Chilean business school educational service for the first time. A qualitative study (focus group, narrative analysis) allowed to design a survey applied to 200 undergraduate students where they described their service experience and willingness to recommend the brand. The result is a construct from which a mental model of diversity and excellence is inferred, and it is positively related to the willingness of recommending the brand. The construct varies according to age. Relationships between mental model and brand experience are explored. It is suggested that in order to increase recommendations, the management effort in business schools aims at creating consistent consumption experiences rather than just enjoyable ones.Ítem El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico(Universidad Icesi, 2019-07-01) Candelaria, Sandra MenaThis quantitative research analyzes the theory of self-concept and social identity and its impact on Puerto Rico's consumer behavior and a designation of origin seal perceptions. With 294 survey participants analyzed with structural equations, results demonstrate how self-concept and social identity generate the self-congruence effect, which has an impact on the perception of national brands and the designation of origin seal. This research contributes significantly to the gap of studies on designation of origin seals and presents new evidence on consumer behavior through the study of self-concept.Ítem La influencia de pares como antecedente de la actitud y la capacidad de innovación en el comportamiento ecológico(Universidad Icesi, 2019-07-01) Sánchez, CarolinaThe mediating relationship between peer influence and ecological, behavioral action of the attitudes (affective and verbal) and consumer’s ability to innovate is analyzed. A structural equations model with 521 cases validates that peer groups influence positively the affective attitude and the ability to innovate, and that both attitudes have an effect on behavioral action. Thus, the social group close to consumer stimulates the testing, change, and purchase of ecological products. Together, for communication strategies that aim at stimulating ecological behaviors, affective-cognitive messages are relevant since ecological purchase depends on discourse’s emotional impact, while ecological participation is subject to rational arguments.Ítem Amor hacia la marca: una perspectiva de relación continua(Universidad Icesi, 2019-07-01) Larregui Candelaria, GuisellThis study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.Ítem Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca(Universidad Icesi, 2019-07-01) Flecha, José A.This article aims to analyze how dynamic factors impact Snapchat's use on the Millennial generation. Specifically, the Uses and Gratifications Theory is used to analyze how content exposure and interaction influences the increased use of Snapchat as a means of communication with businesses. The study involved 453 Millennials residing in Puerto Rico and Snapchat users. Structural equations were used, highlighting how gratifications drive the purchase motivation, and strengthen the bond and interaction with companies. Additionally, the results explain how greater effectiveness and responsiveness can be obtained from Millennials through Snapchat.Ítem ¿La imagen y familiaridad tienen un efecto significativo en la intención de compra?(Universidad Icesi, 2019-07-01) Rodríguez Peña, GustavoThe purpose of this paper is to study the relationship between the (i) country image of Peru, (ii) cotton’s product image, (iii) familiarity with Peru, and (iv) cotton’s product familiarity with the purchase intention of Peruvian cotton. Survey techniques were used to collect the primary data, applying a closed question questionnaire in two samples that represent the consumers of two countries with different levels of familiarity with Peru: France and the United States. This study has found that there is a positive association between the studied variables, in at least one sample. One of the main managerial implications is that Peruvian cotton exporters could innovate their global marketing strategies using Peru’s country image to improve the positioning of Peruvian cotton in international markets.Ítem Uma proposta de visualização do sistema agregado de marketing turís(Universidad Icesi, 2019-07-01) Gama de Medeiros, FabianaEste ensaio teórico tem como objetivo discutir macromarketing no contexto do turismo, a partir de uma perspectiva sistêmica. Na primeira parte, são apresentadas discussões concernentes a turismo e ética em macromarketing, perpassando pelo conceito e pelos elementos do sistema agregado de marketing, finalidade e princípio geral de equilíbrio, atividade turística como um sistema agregado de marketing e ética em macromarketing como fundamento para o equilíbrio. Na segunda parte, propõe-se uma construção teórica do Sistema Agregado de Marketing Turístico (SAMTur). Conclui-se que a perspectiva adotada auxilia numa análise sistêmica do funcionamento de sistemas de marketing turístico. Assim, avança teoricamente em relação à visão sistêmica da atividade turística, na medida em que se inclui uma lente de macromarketing na análise do turismo.