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Ítem La autenticidad de la marca, su efecto en la imagen y reputación de marca de productos cerveceros en México.(Universidad Icesi, 2021-07-01) Echeverría-Ríos, Osiris María; Medina-Quintero, José Melchor; Abrego-Almazán, DemianLa autenticidad de marca se ha convertido en un aspecto relevante para el consumidor, por ello, el propósito del estudio fue determinar su influencia en la imagen y reputación de marca de productos cerveceros. Para alcanzarlo, se aplicó un cuestionario a 200 consumidores en la región Noreste de México. Los datos se analizaron a partir de ecuaciones estructurales y moderación categórica con la técnica de mínimos cuadrados parciales. Los resultados indican que la autenticidad-compromiso-calidad y la autenticidad-sinceridad afectan la imagen de marca y la reputación; en contraste, la autenticidad-herencia no influye en la imagen de marca ni en la reputación. La moderación categórica apunta a que existen diferencias en cuanto al sexo respecto a la autenticidad-herencia y reputación.Ítem Confesión y autenticidad en el discurso populista de hoy(Universidad Icesi, 2019-01-01) Valverde, MarianaThe forms of political populism that are flourishing around the world, in extreme rightwing versions, but also in left-wing versions, are often dismissed as ignorance, fake news, and demagoguery. However, those analyses often focus only on the content of the claims made by populist leaders rather than on the forms of «veridiction» and the ethical practices and forms that constitute «populism». In this article some theoretical tools borrowed from Foucault’s diverse work on «veridiction» and truth-telling, and also from Adorno’s 1960s critique of existentialism, are deployed to try to understand the forms and techniques that constitute populist leaders as «authentic» and thus as close to the people and as not contaminated by discredited institutions. Authenticity is created through very specific forms of truth-telling, as is shown with the example of the late mayor of Toronto, Rob Ford.Ítem La fórmula para el éxito en el género urbano: análisis de tendencias y patrones en la música comercial(Universidad Icesi, 2024-12-17) Bedoya Aristizábal, Isabela; Ríos Valencia, Ángel AlexisThe objective of this degree project was to analyze and apply the key elements that determine success in urban music. To achieve this, a conceptual framework was developed that integrates key concepts and breaks down issues such as success, trends, and patterns within the music industry. The theoretical research includes the review of concepts of musical authenticity and adaptability in a market that is constantly changing, in order to identify those elements that allow artists to stand out. The methodology used combines bibliographic research with the analysis of cases of successful artists in urban music, such as J Balvin, Karol G and Bad Bunny. Three original phonograms were also created, following a “formula for success” that balances authenticity and artistic novelty, which implements those stylistic patterns seen within the genre. The project's findings highlight that while there are common patterns to achieve success, artists must adapt to these elements and create a unique perspective that allows them to make a genuine and lasting connection with their audience.