SEMINARIOS

THE CHILEAN EXPERIENCE WITH CHINESE CARS BRANDS. APPLICATION OF THE STRUCTURAL EQUATION MODELING (SEM) AND FORGOTTEN (DIFFUSE). EFFECTS THEORY.

El Profesor Eduardo Torres Moraga, Director del Departamento de Administración y Negocios de la Facultad de Economía y Negocios de la Universidad de Chile, los invita a participar de nuestro ciclo mensual de Seminarios. En esta oportunidad el tema a conversar estará enfocado en la “Ex-Dividend Day Stock Behavior and The Clientele Effect: Evidence around a Tax Reduction". Este workshop será dictado por la profesora Leslier Valenzuela, académica de nuestro Departamento que realizó sus estudios Doctorales en Marketing en la Universidad Complutense de Madrid, España.

Este Seminario se llevará a cabo el día miércoles 21 de enero 2015 a las 12:00 hrs. en Diagonal Paraguay 257, Piso 10, Sala T1002, Torre 26, Santiago.

Les comparto un resumen de las principales ideas del Seminario de Leslier:

Leslier Valenzuela

“Brand experience is conceptualized as sensations, feelings, cognitions, and responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environment. In this investigation we apply an instrument to measure the Experience of Brand to the Chilean market to check the brand experience difference between Chinese car brands. Furthermore, we research the relationship between the Brand Experience, Brand Personality, Brand Trust, Brand Notoriety, Prime Price Disposition, Satisfaction, and Loyalty. The structural equation modeling (SEM) and Forgotten (Diffuse) Effects Theory in Evaluating the Causation were applied to test our hypothesis. In future research we hope to explore brand experience in other markets or in other product categories. Today’s companies are increasingly interested in designing brand strategies so as to create brand experience and profit through customer satisfaction and customer loyalty. Academic research of brands has significantly developed the study of the relationship, as well as the emotional connection, with the consumer establishing them through constructs such as trust, commitment, loyalty, and emotional bonds (Esteban, Ballester & Muñoz, 2014). This paper would contribute to this line of research by providing empirical evidence that verifies and highlights the importance of a company offering a brand experience, and the impact of that brand experience in the market. We demonstrate how greater brand experience has direct and indirect effects on relevant variables such as brand trust, brand notoriety, prime price disposition, brand personality, satisfaction, and loyalty.".

PRÓXIMOS SEMINARIOS

  • Diciembre - Tercer Miércoles: 16 de diciembre 2015.
    • Área: Gestión de Personas / Management
    • Expositor/Tema: Daniel Schwartz, DII Universidad de Chile
  •  

OTROS SEMINARIOS

Sales Summit 2017 - Unegocios FEN UChile

El Centro de Desarrollo Gerencial (Unegocios) del Departamento de Administración la Facultad de Economía y Negocios de la Universidad de Chile realizará el 1er Seminario e...

Ingeniería Comercial de FEN lidera ranking de AméricaEconomía 2017

• La Universidad de Chile se posicionó como la mejor universidad del país según el ranking 2017 de la revista América Economía.  • En el subran...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.