El estudio de la dinámica de los mercados y el comportamiento del consumidor para crear, comunicar y ofrecer valor, que incluye la investigación de mercados, la gestión de marcas, el marketing digital, la psicología del consumidor, las estrategias de precios y el análisis de marketing
6 artículosThis study suggests that business news coverage tends to attribute price increases to external factors rather than companies' decisions. The study manually analyzed a subset of 100 articles from a larger dataset, finding that reporters were more likely to cite factors outside of companies’ control. However, limitations exist due to manual coding and subjective interpretation of "fairness."
International luxury marketing is a growing but fragmented field, dominated by U.S. and U.K. authors, with limited collaboration and a recent surge in publications. Research focuses on consumer behavior, tools, and core themes, but lacks attention to emerging trends like sustainability and the impact of the Covid-19 pandemic.
This bibliometric analysis of international luxury marketing research (pre-2020) highlights limited academic engagement despite the industry's growth. It identifies key authors, journals, and three main themes: consumers and consumption, tools/methods, and core luxury concepts.
The study finds that green innovation mediates the relationship between green intellectual capital/green human resource management and environmental performance. A firm's environmental strategy is found to moderate the relationship between green innovation and environmental performance, with proactive strategies enhancing the positive impact of green innovation.
Chinese consumers' herd behavior towards Korean luxury cosmetics is driven more by social identity needs (self-esteem and recognition) than emotional needs (hedonic and symbolic). Fear of missing out (FoMO) plays a mediating role, strengthening the relationship between these psychological needs and brand involvement, which in turn leads to increased herd behavior.
The study identifies four types of companies based on their corporate welfare approaches: selective, balanced, family-oriented, and territory-oriented. It highlights the importance of corporate territorial welfare as a tool for social and economic development and emphasizes the need for greater collaboration between companies and their local communities.