Luciana De Araujo Gil

• Phd
• Professor (Associate) at Diego Portales University

Luxury is a subjective concept, interpreted through the prism of many, often very personal variables. Luxury products satisfy higher needs, their acquisition is motivated by the desire to manifest high social status, to provide pleasure, not to eliminate discomfort as is often the case with mass products. One of the reasons for acquiring luxury goo...

The present study extends research on the role of celebrity endorsements in destination marketing by exploring various facets of the effect of celebrity endorsements in destination marketing on the consumer. More specifically, theories of source credibility, congruence, social identity and consumer cosmopolitanism, are used to build research questi...

Purpose The main growth of the luxury market comes from Generation Z. This study addresses the research gap on the effects of adolescents’ self-construal and contingencies of self-worth (CSW), both extrinsic (social approval and competition) and intrinsic (family support and virtue), on their attitudes toward luxury brands across cultures. The resu...

Religion has always rejected the concept of materialism and urged people to live in simplicity and moderation. Nonetheless, reality reveals a different phenomenon. Studies on religion and materialism have found inconsistent results. We examine the effect of religion on materialism and affective attitudes toward luxury goods and the mediating effect...

Article published by the Magazine “Revista YA” from the newspaper El Mercurio (June 2019) https://www.litoralpress.cl/sitio/msolotexto.cshtml?session=3UVgN8+k7ukZ6IboL6Zz55LowG XK++vdXBPxVVR5KrI=y https://digital.elmercurio.com/2019/06/25/RVYA

Article published by the newspaper El Mercurio (June 2019) https://www.litoralpress.cl/sitio/msolotexto.cshtml?session=jEttgiRBBANaYyeogjrxTNlKdWFcIEmBnR5+5R4JK/g y https://digital.elmercurio.com/2019/06/23/C/PD3KDTOH#zoom=page-width

Article published by newspaper La Segunda (Feb 2019) http://impresa.lasegunda.com/2019/02/04/A/M83I0B98

Article published by newspaper La Segunda (Feb 2019) http://impresa.lasegunda.com/2019/02/08/A/P13I272E y https://www.linkedin.com/feed/update/urn:li:activity:6499747532342591488 (more than 30.000 views, 42 comment, 23 reshares only on Luciana´s profile on linkedin)

Motherhood roles lie at the intersection of gender, professional, family, and social identities and are highly contextualized in culture, making them particularly relevant for acculturation success. We provide an empirical example of how schools act as acculturation agents, using the experiences of career-oriented migrant mothers whose children att...

Purpose: The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media...

Article published by newspaper El Mercurio (Mar 2018) http://impresa.elmercurio.com/Pages/NewsDetail.aspx?dt=2018-03-28&dtB=28-03-2018%200:00:00&PaginaId=13&bodyid=1

Los dueños de la empresa francesa están tratando de posicionarse en mercados emergentes. Años atrás era imposible concebir el mundo sin un bolígrafo para escribir en cuadernos, para el registro de las empresas, para mandar una carta por correo. Y en ese universo, la marca BIC era el rey del mercado. Lo mismo ocurría con su posición dominante en la...

Purpose Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sa...

Torun Business Review, vol. 16 issue 1, pp. 63-74. https://tbr.wsb.torun.pl/index.php/journal/article/view/69

Emphasizing the apparel and beauty industries, Retailing in Emerging Markets, 2nd Edition provides an in-depth study of the retail landscape within Brazil, China, India, Russia, Turkey, Qatar, Thailand, South Korea and Mexico. Each chapter focuses on a single country, discussing the organization of its retail industry, analyzing consumer behavior,...

Article published by Entel- Comunidad Empresa http://ce.entel.cl/marketing/posts/marketing-significado-olor-aromas-recomendables-cada-negocio

Article published by AMDD Chile - Asociación de Marketing Directo y Digital de Chile, http://amddchile.com/wp-content/uploads/2017/11/AMDD_32.pdf

Article published by Diario La Segunda http://impresa.lasegunda.com/2016/07/15/A/fullpage#slider-42

Article published by Diario La Segunda http://impresa.lasegunda.com/2016/06/10/A/K82UR03T/TG2UR3QR

Top executives from USA Poultry & Egg Export Council (USAPEEC) while visiting Chile for their International Marketing & Strategic Planning Conference (USAPEEC represents more than 180 member companies including companies like Tyson Foods, Butterball, and Yum! Brands. KFC/Taco Bell/Pizza Hut) http://www.usapeec.org/meetings/

RESEARCH IN PROGRESS data collection will be done in 2016

Stosunek młodych polskich konsumentów do produktów luksusowych Streszczenie Celem rozważań jest analiza stosunku młodych polskich konsumentów do zja-wiska luksusu i produktu luksusowego. Dla pełnego poznania wyżej wskazanego problemu przeprowadzono krytyczną analizę literatury z tego zakresu. W opraco-waniu dokonano przeglądu dotychczas realizowany...

Audience: Nanyang Technological University Executive MBA class while visiting Chile http://www.theaustralgroup.com

The evolution of vending machines in Chile http://impresa.lasegunda.com/2015/08/14/B/JO2OH839

Consumers and sources are embedded in cultural contexts that influence how those sources are read. We examine how consumers stigmatized for being fat collectively read advertisements for luxury fashion brands featuring plus-sized sources. We unveil individual and cultural resources stigmatized consumers rely on to collectively develop readings of a...

http://www.umayor.cl/um/descargables/publicaciones-educacion/2014/Revista-Genuina-1ra-edicion-final-FEBRERO-2015.pdf

Proceedings of the 9th Conference of the Iberoamerican Academy of Management -IAM 2015- Santiago/Chile Dec 3-5. http://www.iberoacademy.org/chile.html

Proceedings of the 16th Cross Cultural Research Conference- Playa del Carmen/Mexico Dec 13-15. http://crossculturalresearch.com

Proceedings of the Encuentro Nacional de Facultades de Administración y Economía (ENEFA 2015)- Santiago/Chile Nov 11-14. http://enefa2015.udp.cl

Proceedings of the 2015 Global Fashion Management Conference in Fashion- Florence/ Italy June 25-28. http://gammaconference.org/

Audience: Graduate students and professors http://www.swinburne.edu.au/

Audience: Graduate students and professors http://www.csu.edu.au

No previous research has investigated the relationship between the concept of self and materialism, especially among teenagers. Our study seeks to reverse this trend by examining how independent self-construal and interdependent self-construal affect materialism among Brazilian teenagers (grades 7 through 12). Hypotheses were tested using structura...

Article published by Revista America Economia http://www.litoralpress.cl/design3/lpi/pdf3hl/litoralpresspdf.aspx?id=31130365%2C31130366%2C31130367%2C31130370%2C31130375%2C31130376%2C31130377&idT=18997&org=Universidad+Mayor&carp=umayor&ve=1

Article published by Diario La Tercera http://www.litoralpress.cl/design3/lpi/pdf3/litoralpresspdf.aspx?id=27823457%2C27823460%2C27823463&idT=18997&org=Universidad+Mayor&ve=1

Article published by Diario El Mercurio http://impresa.elmercurio.com//Pages/NewsDetail.aspx?PaginaId=9&bodyid=2&dt=2013-oct-07

Estudio sostiene que jóvenes chilenos toman mayor protagonismo como consumidores del lujo -Empresa -BioBioChile empresa.biobiochile.cl/notas/2013/06/05/estudio-sostiene-que-jovenes-toman-protagonismo-como-consumidores-del-lujo.shtml 1/2 Buscar... Mineria Retail Tecnologia Toda Empresa Estudio postula que beber una lata de bebida azucarada al día au...

The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relatio...

Co-author of Brazil chapter. The book covers various aspects of retailing in eight countries (India, China, Turkey, Mexico, Thailand, Brazil, Russia, and Romania.)

Data Collection, source: 101 Brazilian food retailers. Supervised by Dr. Dawn Pysarchik (pysarchi@msu.edu) Professor & Associate Dean/International Studies and Programs at Michigan State University (Summer 2004).

Identification of attractive markets and development of business and marketing strategies - issued for the Italian Manufacturing Company Oyster Cosmetics. Supervised by Prof. Tunga Kiyak (kiyaktun@msu.edu) International Business Center /AIB-Academy of International Business- Managing Director (Summer 2004).

M.S. thesis. Pontifícia Universidade Católica de São Paulo, Brazil www.pucsp.br.