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Item type:Publication, Consumer behavior analysis on online and offline shopping during pandemic situation(2021-10-20)Shopping has undergone a paradigm shift as a result of technological influence, with most consumers preferring online purchasing to traditional physical store shopping. The current pandemic scenario has resulted in a shift in customer spending patterns both online and offline. This paper identifies and analyses customers’ behavior towards online and retail shopping based on various factors affecting their behavior on which mode of shopping most they prefer during the pandemic situation. Primary data was used and a structured questionnaire was utilized to obtain the data. An online survey was conducted to collect from 200 heterogeneous kinds of people. The data collected were subjected to frequency analysis, Chi-square test, and Cronbach’s Alpha Test. IBM Statistical Package for Social Sciences (SPSS v23) was used for analyzing the data. The results revealed that among the various technological factors the proficiency rate of respondents utilizing, the internet has shown a significant impact on the consumers’ preference towards the mode of shopping. Factors like quick product information, a wider choice of products, better prices and discounts highly influence the consumers to opt for online shopping, whereas faster delivery time and product quality reliability and accuracy influence the consumers to choose offline shopping. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Passive consequences of brand hate: the mediating role of brand avoidance(2022-06-29)This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of 307 consumers of mobile phone operators. The structural model was analysed using SmartPLS3. The results demonstrated that brand hate is significantly relevant in its impact on patronage reduction and brand equity. The model explained 57,9% of patronage reduction as a consequence of brand hate in a nomological explanation chain of constructs. The research demonstrated how passive/flight behaviours are generated by brand hate, indicating to managers that brand avoidance would be developed and must be prevented in order to reduce the negative impacts on patronage reduction and brand equity. Despite the relevance of negative consumer-brand relationships, no study has adequately explained patronage reduction as a consequence of brand hate. Furthermore, this is the first study to demonstrate the relevant role of brand avoidance, acting as a mediator in the relationship between brand hate and its consequences, presenting negative impacts on patronage reduction and brand equity. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Notes and Advances of the Peruvian Digital Curation of Images from Early 20th Century Printed Magazines(Atlantis Press, 2023-09-30)In Latin America, there is an absence of digital curation promoting the dissemination of graphic information from printed journalistic products for the general public, which could, at the same time, contribute to their country's memory. For this reason, the article delves into the research-creation project "Images of Peruvian Society at the Dawn of Peruvian Independence Centenary: Virtual Curation of Visual Imaginaries of Modernity," financed by a Peruvian university. The project investigates imaginaries from Lima during President Legua's government (1919)(1920)(1921)(1922)(1923)(1924)(1925)(1926)(1927)(1928)(1929)(1930)-known as the "oncenio"-through caricatures, advertising, and covers of two illustrated magazines: Variedades and Mundial. This article details the categorization and analysis stage only in the case of advertising images. From the interpretive paradigm, a qualitative analysis guide with a deductive approach was applied to an intentional sample of three images of Horniman's Tea advertisements, a well-known English brand in the food industry. John Thompson's method of depth hermeneutics [1] was applied, carrying out historical social analysis, discursive analysis, and interpretation and reinterpretation. The main results showed that the dissemination of advertisements, sponsored by Peruvian power groups, fostered new cultural codes of European origin and were superimposed on the majority of cultural values in Lima's society at the beginning of the 20th century. This article contributes to research lines related to the digital curation of journalistic and advertising products, as well as to visual studies. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness: Case Study of Ecuador(2023-12-20)The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Examining the Impact of Green Packaging on Consumer Behavior in Purchasing Home Appliances (Case Study)(RELX Group (Netherlands), 2025-01-01)1