Search results for "MARKET"
showing 10 items of 5046 documents
El impacto de la comunicación integrada de marketing en la creación del valor de marca : un enfoque cross-cultural en el entorno hotelero
2013
En la presente tesis doctoral se examina el impacto de la Comunicación Integrada de Marketing (CIM) sobre la creación del valor de marca en los hoteles de categoría superior, desde un enfoque perceptual y relacional. Y se aborda el análisis de la CIM bajo un enfoque que la reconoce como una nueva práctica de gestión de carácter estratégico, que es potenciada en gran medida por los avances en las Tecnologías de Información y Comunicación (TIC). Además, se analiza el efecto de la cultura nacional sobre los constructos implicados y sus posibles relaciones. El contexto en el que se desarrolla el estudio es la industria hotelera, un entorno particularmente complejo y dinámico, puesto que incorpo…
Valor de marca de un evento : propuesta de un modelo de antecedentes y consecuentes desde la visión del asistente
2016
La presente tesis doctoral pretende contribuir al progreso del conocimiento sobre el valor de marca en el contexto de turismo de eventos. De acuerdo con esta línea, este trabajo tiene como objetivo abordar el análisis del efecto de las Comunicaciones de Marketing, tanto las controladas por la organización como las externas a la misma, en la construcción del Valor de Marca de un festival de música en vivo y examinar cómo el Valor de Marca Global afecta a la Satisfacción y a las Intenciones Conductuales del asistente al evento, así como estudiar la relación entre estos dos últimos constructos. Así, esta tesis sitúa el Valor de Marca como eje central del modelo propuesto, profundizando como se…
Determinantes del Marketing Boca a Boca en el Contexto Universitario: El Rol de la Satisfacción y la Lealtad de los Estudiantes
2019
espanolEste articulo analiza los antecedentes del Marketing Boca a Boca en el contexto de instituciones de educacion superior en Chile. El modelo de investigacion propone como antecedentes del Marketing Boca a Boca la satisfaccion y la lealtad de los estudiantes. Establece tambien que la variable satisfaccion de los estudiantes es influenciada por las variables imagen y valor percibido de la Universidad. A partir de una muestra de 317 estudiantes y aplicando SMARTPLS 3.0, se confirmaron todas las relaciones propuestas en el modelo, siendo la satisfaccion el principal antecedente en este contexto de Marketing Boca a Boca EnglishThis article analyzes the characteristics of Word of Mouth marke…
Socioeconomic and attitudinal differences between service users of private and public early childhood education and care in the Finnish context
2023
The marketisation and privatisation of welfare services such as early childhood education and care (ECEC) have been a global trend in recent decades. Earlier research suggests that market-based ECEC provision often leads to inequalities and stratification of service users. In Finland, as in other Nordic countries where provision of ECEC has traditionally been a public responsibility, ECEC services have also been undergoing marketisation and privatisation. Until now, especially in Finland, little has been known about service users of public and private ECEC or parental decisions between public and private ECEC. This study addresses that gap by showing that the clientele of private and public…
Early Health, Risk Aversion and Stock Market Participation
2019
To examine the relationship between early health status and financial decisions in adulthood, we link information on birth weight in 1966 from the Northern Finland Birth Cohort to data from the Finnish Central Securities Depository over the period of 19952010. We find that persons predisposed to poor health status in early childhood (indicated by low birth weight) avoid participating in the stock market in adulthood. The link between birth weight and stock market participation is partially explained by the fact that poor early health status leads to risk aversion. Early health status is not significantly related to the portfolio’s value-growth tilt. nonPeerReviewed
Transparency reduces predator detection in mimetic clearwing butterflies
2019
International audience; Predation is an important selective pressure and some prey have evolved conspicuous warning signals that advertise unpalatability (i.e. aposematism) as an antipredator defence. Conspicuous colour patterns have been shown effective as warning signals, by promoting predator learning and memory. Unexpectedly, some butterfly species from the unpalatable tribe Ithomiini possess transparent wings, a feature rare on land but common in water, known to reduce predator detection.We tested if transparency of butterfly wings was associated with decreased detectability by predators, by comparing four butterfly species exhibiting different degrees of transparency, ranging from ful…
The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector
2018
In e-commerce retailing (e-retailing), where competitors are only one click away and prices are easy to compare, providing superior customer service and reciprocal communication via a company’s website are important aspects of attracting and retaining customers. One increasingly popular solution to improve customer service is a “live chat” interface that allows consumers to have real-time conversations online with customer service agents. As the literature on the impacts of real-time communication via live chat is currently very limited, this study develops and tests a model that demonstrates the moderating effects of a chat service on the relationship between two-way communication (i.e., a…
Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda
2017
We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet adv…
Using AI to personalise emotionally appealing advertisement
2019
Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards…
Online support for vulnerable consumers: a safe place?
2017
Purpose This paper aims to examine the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted to examine vulnerable consumers’ participation in an online support group for weight management. The Linguistic Inquiry Word Count (LIWC) program was used, and additionally data were coded using open coding. A hybrid approach to data analysis was undertaken using inductive and deductive methods. Findings The findings suggest online social support groups can be used as an online “third place” to support vulnerable consumers, …