Recent Submissions

  • Peruvian undergraduate students' usage of digital technology in academic context

    Gallardo-Echenique, Eliana; Bullen, Mark; Castillo, Andrea (Institute of Electrical and Electronics Engineers Inc., 2020-03-01)
    This paper presents the results of an interview of first-year university students at a private face-to-face university in Lima city on how they use digital technologies in their social and academic lives. This study was positioned in the interpretive paradigm with qualitative research design. Semi-structured interview with 13 open-ended questions was selected as the means of data. Atlas.ti. were used to analysed and coded all the interviews. To provide a well-structured approach to handling a large data set, thematic analysis was employed to analyse the verbatim transcription as outlined by Braun and Clarke. Contrary to the assumption that young learners are seen as highly adept technology users, the findings show that social networks (Facebook and Instagram) and WhatsApp are the most important applications for the participants.
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  • The role of customer experience in the omnichannel strategy during the purchasing proces

    Castillo-Jiménez, Andrea; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.
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  • Odotype, the olfactory identity of a brand

    Rodríguez-Díaz, María Alejandra; Gallardo-Echenique, Eliana (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020-09-01)
    Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.
    Acceso abierto
  • Personal branding in Peru and its relationship with mass psychology: The case of paolo guerrero

    Barreda, S.; Mezarina, M. (Associacao Iberica de Sistemas e Tecnologias de Informacao, 2021-01)
    A mass is made up of individuals oriented towards a fixed direction, who can consciously lose their personality and direct their feelings and thoughts towards a defined direction. This was evidenced in the 2018 World Cup in Russia when the Peruvian soccer team managed to qualify thanks to the captain of the team, Paolo Guerrero, who generated a great commercial movement due to this feat so longed for by Peruvians. The purpose of this research is to diagnose and deepen the knowledge about the case of Paolo Guerrero and the mass psychology that it generated at a commercial level as a result of the classification. It will review how personal brands connect with people through their actions and media influence provided by the media. A qualitative exploratory study methodology was proposed through in-depth interviews with specialists and two focus groups made up of university students, followers of Peruvian soccer.
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  • Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team

    Cruz-Donayre, Xiomara; Gallardo-Echenique, Eliana (Springer Science and Business Media Deutschland GmbH, 2021-01-01)
    Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.
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