Claudia Quintanilla

Tecnológico de Monterrey | ITESM · Department of Marketing (EGADE)

Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health...

This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connect...

Los trabajos que asocian presupuestos participativos e ingresos fiscales son escasos siendo, además, inexistentes los que tratan de encontrar una relación de causalidad potencial entre participar en este tipo de procesos e incrementar el cumplimiento tributario de los individuos. Por ello, con el presente trabajo se pretende dar un pequeño paso hac...

The purpose of this paper is to study and provide a framework for the motivations of women to engage in and maintain a nutritional program in Mexico. Focusing on a physician-dietician counseling program, 10 in-depth interviews were conducted with women age 30-60 engaged in the program. Two different sets of motivations for women were found, intrins...

Purpose The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences. Findings Based on an...

The purpose of this research is to comprehend how using Facebook affects individuals’ emotional well-being and to explore the relationship as a motivation or driver to alleviate negative states while enhancing positive ones through impulsive buying behavior; also cross-cultural aspects of these relationships are explored to understand key differenc...

Objective: To describe the development of a reliable and valid measure of attitudes toward, and use and comprehen- sion of nutritional labels in Spanish speaking countries. Materials and methods: The dimensions encompassed in this instrument are attitudes, comprehension and use, combining self-reports and objective measures of nutrition knowledg...

Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and “consumer friendly” than in other parts of th...

Purpose This paper aims to seek to provide a more comprehensive view of the determinants of experienced well-being by incorporating personal characteristics suggested to be significant predictors of global well-being, such as income, materialism, religiosity, community mindedness and sleep quality (Diener et al., 1999; Frey and Stutzer, 2002), as...

Nowadays, it is common practice for corporations to communicate with consumers through social network sites (SNSs), such as YouTube, which allow consumers to share and comment on companies' sponsored videos communicating their marketing campaigns. The authors conducted a qualitative assessment of posts written on the official YouTube site of Coca C...

Abstract Individuals set health goals all the time, but sometimes their intentions are not translated into actions. Even when authors like posit that individuals have the resources and skills needed to achieve the desired behavior, there are occasions when the individual seeks for support among from friends and relatives. Such support can come from...

ABSTRACT: This paper presents an overview of Mexican companies’ recruitment and selection processes as well as the evaluation of the predominant exit competencies of recently graduated professionals from universities. Employing a survey with 1,019 human resource and area directors, a gap was identified between the priority importance firms attach t...

This study extends the current state of literature on academic dshonesty, modeling the likelihood to engage in this practice in a private university in Mexico. Ten in-depth interviews with professors and college students were applied as a qualitative phase of the research in order to understand habits, experiences and perceptions about academic dis...

This study extends the current state of literature on academic dishonesty, modeling the likelihood to engage in this practice in a private university in Mexico. Ten in-depth interviews with professors and college students were applied as a qualitative phase of the research in order to understand habits, experiences and perceptions about academic di...

This chapter reviews prior literature on nonconscious processes in consumer behavior.

Purpose The purpose of this paper is to explore the relationship between the consumption of counterfeit luxury goods and identity construction. The argument is that through the consumption of counterfeit luxury goods consumers obtain real and symbolic benefits that allow them to express a desired social image and further their identity. Design/met...

Purpose The purpose of this paper is to provide a framework on the experience of cross‐border shopping. This experience is constructed on narratives, rituals, and intergenerational transfers that move beyond the simple description of experienced events to provide explanatory frameworks of family identity construction. Design/methodology/approach N...