Teresa Sadaba

• Professor
• Professor (Full) at Universidad de Navarra

Purpose This paper investigates the potential of retail third places to educate children about sustainability and explores how these spaces can enhance sustainability awareness and positively influence children’s attitudes. Design/methodology/approach Research was undertaken through secondary sources and a qualitative research design using focus g...

The digital context has caused the transformation of fashion brands into something more than producers and distributors of fashion products. In a context of disintermediation, through their online webpages or social media, brands are broadcasters and direct communication channels for audiences. This transformation implies profound changes for fashi...

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of em...

La investigación sobre el marketing de influencers (IM) destaca los beneficios de los influencer para las marcas en términos de visibilidad, compromiso y ventas. No obstante, estudios en el campo de la psicología y de la salud señalan algunos comportamientos negativos de los influencers que afectan a sus audiencias, especialmente entre los menores....

El dominio de la imagen en la comunicación se ha consolidado como un aspecto central en las campañas electorales. En la tradición de estudios sobre los efectos de los medios en las campañas, los investigadores habían adoptado la teoría del framing como uno de los paradigmas explicativos. Estos trabajos centran su análisis en los elementos textuales...

En los últimos años, las redes sociales e influencers están dominando las campañas de comunicación, debido a su poder de influencia en los consumidores. Como resultado, algunos de los actores tradicionales de la comunicación no están siendo considerados en los planes de comunicación. Sin embargo, no existe ningún estudio que confirme su pérdida de...

Case studies are a recognized method to teach and learn in a business school, as they provide the students with the opportunity to analyze real situations in companies in an in-depth manner. The goal of this paper is to describe a novel methodology of co-creating fashion case studies among students, professors, and companies in a fashion business s...

Fashion shows are one of the most important communication and marketing tools through which fashion brands their brand image, personality, values, and culture. Also, Fashion Shows give brands high visibility online and offline. This study presents the evolution of Fashion Show studies through the literature review and proposes to return to the four...

Fashion Communication in the Digital Age Proceedings of the FACTUM 23 Conference, Pisa, Italy, 2023

La revolución digital ha irrumpido con fuerza en las campañas electorales y ha cambiado los paradigmas tradicionales de la comunicación política al insertar nuevos actores que quitan el protagonismo habitual de los partidos políticos como principales actores de las campañas. Así, las campañas hoy en día las hacen ciudadanos anónimos en las redes o...

Desde Europa, se mira a Estados Unidos con cierto recelo. No entendemos a los americanos ni muchas de las noticias que nos llegan desde este país. Adoptamos los mismos criterios de análisis que usamos para nuestra propia realidad, cuando se trata de una sociedad con un sistema muy distinto al nuestro. Este libro pretende ser una mirada desde el int...

Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to t...

Case studies in the fashion industry can be a method to introduce students to real issues of fashion companies. Case studies are especially valuable as they provide the opportunity to describe the events surrounding a specific situation in an in-depth manner (Yin, 2011). The goal of this paper is to analyze the practice of fashion case studies acr...

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged.

Although many cases of the so-called Cancel Culture in the American and British colleges and are taking place nowadays, social science researchers claim for a better understanding of the phenomenon and a clarification of the concept. In this context, cultural perspectives can be an interesting tool to illuminate facts and meanings. This paper tries...

From a symbolic and cultural approach to the social movements, framing theory has contributed to explain meanings and strategies for mobilization. Also, the theory has evolved in the media research, and media frames have to be also considered in the collective action. This paper clarifies how frames work in this context and describes their ability...

Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, th...

This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of...

Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápid...

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustaina...

The following investigation presents a theoretical framework regarding the concept of fashion activism, a historical overview of its presence during the social and political movements of the past 100 years, and an analysis of corporate activism in the fashion industry. The cases studied in this article were originated mainly in the United States an...

These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practi...

This document, designed and written during the conference FACTUM19, has two main goals: to help consolidate Fashion Communication as an academic field, and to support an international and interdisciplinary network of scholars in the area, whose collaboration may lead to a larger body of research and, in turn, to further academic recognition. To do...

The following investigation presents the definitions of cultural heritage, cultural appropriation, corporate reputation to later evaluate how could Cultural Appropriation infringement could be detrimental to a company’s corporate reputation in the digital context. Two cases of cultural appropriation crisis in the fashion industry are analyzed. On t...

This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP...

Luxury has existed since humans showed signs of life on planet Earth, even before the obvious accumulation of wealth. It manifested itself in adornments and celebrations, being apparently superfluous and, yet, without it, human life seems to lose its meaning nor be worth living. In this sense, luxury is a phenomenon that is deserving of our attenti...

Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the...

This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical...

This paper addresses the state of the question regarding crisis communication and corporate social responsibility, going on to describe the fashion industry system. For this, two crisis cases in the fashion industry are analyzed: Rana Plaza and Bravo Tekstil Factory. The Rana Plaza case is the worst accident in the history of fashion manufacturing....

The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its developments within the context of the Internet. The shift from influential to influencer and the d...

We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences (SComS), devoted to Fashion Communication. It was about two years ago when we first discussed the idea in Madrid: then we got the approval by SComS Editors, published the call, and eventually secured the outstanding collection of papers you have in you...

This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. It presents the proceedings of FACTUM 19, the first in a series of fashion communication conferences that highlights important theoretical and empirical...

Purpose: We propose a model to measure the reputation of the brands /companies of fashion, through the rational, emotional and sustainability dimensions, based on the models of Alwi et al.(2017), Han et al. (2015), Hur et al. (2014) , Lai et al. (2010) Methodology: The methodology we have employed consists of a literature review using the data bas...

People feel emotional attachment to historical events. Heritage is the representation of the sensitive response that many luxury brands developed in their customer. This paper examines how Rolex use heritage like a strategy that enhances the luxury level of a brand. Using heritage and innovation, Rolex has developed a brand that considers historica...

The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses th...

The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the...

The agenda-setting second-level perspective offers an explanation for the transfer of attribute salience from the media agenda to the public agenda, calling attention to cognitive and persuasive effects. Attribute agenda-setting goes further than just gaining substantial public exposure and attention for the media. Media not only tell us “what to t...

Comme lors des dernières élections du Parlement européen en Espagne, l’éloignement et la difficulté à transmettre un message à propos de l'Europe, font des campagnes des élections européennes des évènements très centrés sur les questions nationales, ainsi que déterminants pour les résultats (Berganza, 2008a: 17; Lafuente et Zurutuza, 2012). De nomb...

Little but increasing research has been done about the influence of blogs in the consumer decision-making process. This paper tries to shed some light on this new scenario, analyzing how bloggers are now a key player in the fashion industry, and explaining how they create a closer and more qualified relationship with customers, so they can be more...

http://www.unav.edu/centro/isem/actas_congreso The fashion phenomenon is a multidimensional reality that includes different areas such as business, communication and culture. The digital change, characterized by the influence and democratization of new technologies in transmission and diffusion of content and products, by the new possibilities of a...

Framing theory holds nowadays one of the most prominent places in communication research (Weaver, 2007), and especially specially in political communication (Sádaba, Rodríguez-Virgili & La Porte, 2008). Despite framing has obtained a great relevance, it has not achieved yet a conceptual and methodological clarification (Vliegenthart & Van Zoonen, 2...

Las campañas electorales se presentan como un marco propicio para el estudio de la relación medios-políticos, debido a la intensidad del flujo informativo y a las expectativas que se generan. El caso de las elecciones del 12 de marzo de 2000 en España resulta de gran interés debido a las novedades introducidas por las alineaciones políticas y las h...

Financial institutions are the protagonists of the ongoing economic crisis. Recent financial scandals and dubious management have emerged while an intense debate on the responsibility of business has risen. In academia, the stakeholder management school has earned acceptance; and one question arises: is orderly, coherent management possible when ex...

La communication politique a éprouvé un grand développement dans les dernières années tant dans la praxis professionnelle comme dans le secteur académique. Généralement, les experts se sont centrés dans les campagnes électorales, la communication stratégique des institutions, les moyens de communication ou les effets sûr les électeurs. Néanmoins, l...

/ European audiovisual legislation focuses exclusively on a concept of external pluralism. It therefore seems necessary to adopt other policies and develop new measures to guarantee diversity. In order to implement this reform, a new, richer concept of pluralism must be sought that reflects the reality of the market. This would enable us to devise...

El estudio de las agendas de los medios se ha basado fundamentalmente en los efectos que éstas tienen sobre la audiencia, aplicando la teoría de la Agenda Setting. Sin embargo, para calibrar estas influencias es interesante conocer cómo se configuran las agendas, y profundizar en el proceso de Agenda Building. En este artículo se explora el modo de...

El objetivo de este estudio es proponer un nuevo concepto de pluralismo que garantice su presencia efectiva en los medios de comunicación. De acuerdo con este concepto, se sugieren tres indicadores para medir el grado de pluralismo: la presencia de los diferentes grupos sociales o políticos, la naturaleza de su intervención y las características de...

Los movimientos sociales y los medios de comunicación adquieren un creciente protagonismo en un espacio público, ampliado a otras posibilidades no institucionales o tradicionalmente oficiales. Sin embargo, tanto los movimientos como los medios impulsan y difunden modos diversos de concebir el mundo, y lo hacen mediante lo que la investigación acadé...

El debate sobre la reforma institucional y la ampliación de la Unión Europea fue-roo dos de los temas principales de la cumbre de Niza, que tuvo lugar el mes de diciembre de 2000. La cumbre, caracterizada por las divergencias previas entre Francis y Alemania, centró los debates en torno sí nuevo reparto de votos de los estados miembros y dejó otros...

La investigación sobre las actitudes profesionales de los periodistas ha tratado de tipificar, bajo una noción normativa de la prensa, los modos con que los periodistas entienden su papel en la sociedad. Las tipologías sugeridas al respecto llevan implícita la idea de objetividad, con el paradigma del periodista-espejo de la realidad. Esta perspect...

En las últimas décadas, la teoría del encuadre o framing se ha convertido en uno de los puntos de referencia de los teóricos de la comunicación. Para entender su desarrollo, resulta necesario profundizar en sus orígenes interdisciplinares y en su evolución. Un análisis que conduce a una reflexión sobre su conveniencia para explicar el fenómeno de l...

La política audiovisual de la Unión Europea pretende afrontar los riesgos que plantea la globalización frente a la diversidad cultural. Para ello, cuenta con una serie de medidas legislativas y políticas que es necesario contextualizar y valorar según los objetivos marcados por las instituciones comunitarias. Su estudio y análisis lleva a reflexion...