International Journal of Communication Research最新文献

{"title":"Impacto en las redes sociales de las grandes empresas españolas: reputación corporativa, integridad y comportamiento ético","authors":"A. M. Casado, José Ignacio Peláez, Á. Callejón","doi":"10.7263/adresic-009-06","DOIUrl":"https://doi.org/10.7263/adresic-009-06","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127756127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Modelo de transferencia del valor y la experiencia para el turista deportivo.","authors":"C. Jericó, I. K. Boluda, Natalia Vila López","doi":"10.7263/adresic-013-04","DOIUrl":"https://doi.org/10.7263/adresic-013-04","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"420 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122862720","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influencia de la marca en el consumo femenino de moda","authors":"Elisa Mª González Penas","doi":"10.7263/ADRESIC-024-05","DOIUrl":"https://doi.org/10.7263/ADRESIC-024-05","url":null,"abstract":"espanolObjetivo: El objetivo de esta investigacion es analizar la influencia de la marca y su representacion grafica sobre el producto en el consumo femenino de moda. El estudio aborda el valor de marca como ventaja competitiva. Diseno/metodologia/enfoque: Para ello se analiza la literatura previa y se desarrolla una investigacion estadistica de seguimiento. Se efectua un cuestionario estructurado en dos fases, con un intervalo de separacion de cuatro anos, a una muestra de 469 y 230 mujeres, respectivamente. Resultados: Mas del 85 % de las mujeres analizadas reconoce que la marca influye en su decision de compra, y un tercio muestra una amplia predisposicion a la firma. En menor medida, dicho interes se traslada al logo como elemento visible en las prendas y accesorios. Se confirma que la logomania es un fenomeno vigente en la actualidad y una estrategia eficiente para el mercado de la moda. Limitaciones/implicaciones: Estos resultados son de utilidad en la implementacion de estrategias de branding especificas en el sector de la moda. Originalidad/contribucion: Esta investigacion es pionera en analizar la predisposicion de la mujer a las marcas y a la presencia de los logos en las prendas y accesorios en su decision de compra. EnglishPurpose: The objective of this research is to analyze brand influence and its graphic representation on the product in female’s consumption of fashion. This study addresses brand equity as a competitive advantage. Design / Methodology / Approach: For this purpose, previous literature is analyzed and follow-up statistical research is carried out. A two-phase questionnaire, with a four-year interval, is administered to a sample of 469 and 230 women, respectively. Results: More than 85% of the women analyzed recognize that brands influence their purchasing decisions, and a third show a wide predisposition towards the brand. To a lesser extent, this interest is transferred to the logo as a visible element on the garments and accessories. It is confirmed that Logomania is a current phenomenon and an efficient strategy for the fashion market. Limitatios / Implications: These results are useful in the implementation of specific branding strategies in the fashion sector. Originality / Contribution: This research is a pioneer in analyzing women’s predisposition to brands and the presence of logos on garments and accessories in their purchasing decisions.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"438 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114583117","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Responsabilidad Social Corporativa Estudio sobre la identificación y clasificación de los stakeholders","authors":"E. Barrio, Ana Ma. Enrique","doi":"10.7263/adresic-017-02","DOIUrl":"https://doi.org/10.7263/adresic-017-02","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124937979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dreams and Needs Factory. Strategies of a consumer society","authors":"L. Martín","doi":"10.7263/ADRESIC-005-04","DOIUrl":"https://doi.org/10.7263/ADRESIC-005-04","url":null,"abstract":"espanolEl presente articulo explora las principales estrategias surgidas en el seno de las sociedades de consumo y consumistas que mediante la comunicacion comercial, el marketing y la publicidad han configurado un tipo de ciudadano particular. El consumo traslado su eje de la satisfaccion de necesidades propias de las personas hacia un plano mucho mas social y cultural en el que la imitacion, el estatus y las nuevas formas de integracion en la estructura social estan intimamente relacionadas con los bienes y servicios que se consumen. La obsolescencia, la moda, el caos planificado y el hedonismo son algunas de las principales estrategias que se analizan en la presente investigacion.. EnglishThis article explores the main strategies that have come from the heart of consumer societies which, by means of commercial communication, marketing and publicity, have shaped a particular kind of citizen. Consumption shifted from satisfying people’s individual needs to a much more social and cultural level where imitation, status and new ways of integration in the social structure are closely related to consumer goods and services. Obsolescence, fashion, planned chaos and hedonism are some of the main strategies that are analyzed in this research..","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"05 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129862547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La notoriedad de la marca como factor explicativo de la eficacia de las campañas publicitarias en televisión","authors":"J. D. M. Santana, Pedro Javier Reinares Lara, Eva Marina Reinares Lara","doi":"10.7263/ADRESIC-011-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-011-01","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"168 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121465927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"La publicidad alimentaria en la campaña de Navidad","authors":"Paloma Piqueiras Conlledo, A. Vicente","doi":"10.7263/ADRESIC-011-05","DOIUrl":"https://doi.org/10.7263/ADRESIC-011-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125740448","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of visual merchandising to position fashion retailers: a key place in Spanish Literature","authors":"C. Rodríguez","doi":"10.7263/ADRESIC-017-01","DOIUrl":"https://doi.org/10.7263/ADRESIC-017-01","url":null,"abstract":"espanolEl articulo de revision investiga la herramienta de comunicacion y marketing llamada visual merchandising (VM) mediante la cual el producto y la marca se exponen en la tienda. Los elementos del VM transmiten particularmente una identidad emocional en la industria de la moda. El exito internacional de companias espanolas como Zara, Pronovias y Mango se vincula a la comunicacion visual de la imagen de marca a traves del universo del retail. El VM necesita encontrar su sitio en la literatura academica espanola por primera vez ya que ha suscitado un interes reciente en el ambito profesional. El status quo cubre pubicaciones nacionales e internacionales desde las primeras manifestaciones encontradas en 1980 hasta 2017. El tipo de documentos revisados son bases de datos nacionales e internacionales, revistas academicas especializadas en consumo, gestion de marca y retail, asi como manuales de diseno, comunicacion, marketing y sociologia, catologos de librerias y universidades. Ademas, se ha considerado como una fuente importante de informacion las entrevistas con academicos, consultores y visual merchandisers en Espana. Los resultados muestran que el VM facilita a las companias espanolas obtener reconocimiento de marca y posicionamiento-de manera coherente y efectiva- y conduce a los consumidores a simplificar las decisiones de compra. Entre las conclusiones se puede senalar que el VM contribuye tambien a la creacion de emociones en el retail textil a traves de la personalidad de la tienda. Las marcas que apuestan por esta herramienta creativa y estrategica se encuentran entre las mejores marcas mundiales. Luego las implicaciones para los directivos incluyen mayor inversion e investigacion en esta tecnica esencial para las marcas de retail de moda en Espana. Con esta obra se ponen las bases del retail ya que el retail offline es el predictor mas fuerte de la compra online, un campo de investigacion futura sobre el conocimiento visual. EnglishThe review article examines the communication and marketing tool called visual merchandising (VM) by which the product and the brand are displayed through the store. The elements of VM transmit particularly an emotional identity in fashion retail. The international success of Spanish companies like Zara, Pronovias and Mango is linked to the visual communication of the brand image through the universe of retail. VM needs to find a place in academic Spanish literature for the first time as it has attracted recent interest from the professional approach. The status quo covers national and international publications from the first publications found in 1980 to 2017. The type of documents reviewed are national and international database, specialized journals in consumption, brand management and retail, as well as textbooks of design, communication, marketing and sociology, catalogues at libraries and universities. Besides, interviews with academics, consultants and visual merchandisers in Spain constituted a valu","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127392575","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Efectos de la inteligencia artificial en las estrategias de marketing: Revisión de literatura","authors":"C. A. M. Sánchez","doi":"10.7263/ADRESIC-024-02","DOIUrl":"https://doi.org/10.7263/ADRESIC-024-02","url":null,"abstract":"espanolAlcance de la revision: El presente documento realiza una revision de literatura sobre las principales aportaciones que se han generado acerca de la relacion existente entre la inteligencia artificial y las estrategias de marketing. Periodo de las publicaciones revisadas: Los estudios considerados abarcan desde el ano 2015 hasta el ano 2020. Origen y tipos de documentos revisados: La mayoria de la literatura se compone de articulos publicados en revistas indexadas internacionales sobre marketing y tecnologia. Aportacion de autor sobre las publicaciones analizadas: El autor manifiesta que, si bien existe una gran cantidad de literatura acerca de estrategias de marketing e inteligencia artificial como conceptos independientes, no hay tal cantidad acerca de los vinculos que combinan ambos conceptos. Es por ello por lo que se ha buscado reunir aportaciones de diversos autores internacionales para unificar conceptos y puntos de vista, logrando asi construir conclusiones de valor al respecto. Conclusiones sobre las lineas de investigacion estudiadas: El presente estudio concluye que en la actualidad la mayor parte de las organizaciones que buscan realizar labores de marketing sin incluir la inteligencia artificial, se encuentran destinadas a caer gradualmente en la obsolescencia. EnglishReach of the review: This document reviews the literature about the main contributions that have been made regarding the relationship between artificial intelligence and marketing strategies. Period of the publications reviewed: The studies mentioned stretch from 2015 to 2020. Origin and types of documents reviewed: Most of the literature consists of articles published in international indexed journals of marketing and technology. Author’s contribution on the publications analyzed: The author states that, although there is a large amount of literature about marketing strategies and artificial intelligence as independent concepts, there is no such amount about the links that combine both concepts. That is why the author has sought to bring together contributions from various international authors in order to unify concepts and points of view and thus build valuable conclusions in this regard. Conclusions on the lines of research studied: The present study concludes that nowadays most of the organizations seeking to carry out marketing tasks without including artificial intelligence, are destined to gradually fall into obsolescence.","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127262501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MARCAS DE LA DISTRIBUCIÓN: DENOMINACIÓN Y DEFINICIÓN PARA UNA COMUNICACIÓN MÁS PRECISA","authors":"Yolanda Yustas, M. Requena","doi":"10.7263/adresic-002-05","DOIUrl":"https://doi.org/10.7263/adresic-002-05","url":null,"abstract":"","PeriodicalId":164961,"journal":{"name":"International Journal of Communication Research","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134431039","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}