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Item type:Publication, Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: The moderating role of gender(Cogent OA, 2024-01-01)This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and brand loyalty are jointly mediated by brand image and brand reputation in the technology industry. It also explores the moderating role of gender in these relationships. The sample consisted of 420 Generation Z members from Lima, selected through gender-stratified random sampling. The study focuses on the technology sector, represented by the large FAANG companies (Facebook, Amazon, Apple, Netflix, and Google), justified by their high stock market visibility and relevance in business strategy research. Data were collected using a 21-item instrument, and PLS-SEM structural equation modeling was employed to explain brand equity and brand loyalty, as well as to validate the items and hypotheses. The results support positive effects between PCSR, brand equity, and brand loyalty, highlighting the previously unexplored mediation of brand image. Additionally, it was found that gender moderates the relationship between PCSR and brand loyalty, with a stronger effect observed among women. The Hierarchy of Effects Model, which examines direct effects, mediators, and moderators, is proposed as the theoretical framework. Practical implications suggest that brand managers should recognize the mechanisms linking PCSR, brand equity, and brand loyalty to effectively attract Generation Z. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Influence of reputation, innovation, and knowledge on the performance of MSMEs in the orange economy sector(Cogent OA, 2024-01-01)Studies on entrepreneurship and its impact on economic, political, and social development have increased considerably over the last decade. One of the challenges faced by various countries is the development of companies within the orange economy, which refers to creative and cultural industries with significant potential to generate employment and wealth. Despite this potential, there is a notable lack of empirical research on the factors affecting the management and performance of micro, small, and medium-sized enterprises (MSMEs) within this sector. This study addresses this research gap by examining the influence of reputation, innovation, and knowledge on the performance of MSMEs in the orange economy sector in Colombia. Utilizing partial least squares structural equation modeling (PLS-SEM) to analyze survey data from entrepreneurs, the results reveal that reputation moderates the relationship between innovation and performance, as well as the relationship between knowledge and organizational performance. This study contributes to the literature by providing new insights into the dynamics of creative industries in developing countries and highlighting the essential roles of reputation, innovation, and knowledge in enhancing the performance of MSMEs in the orange economy. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Impact of human factor management on company productivity: The moderating effect of digitalization(Cogent OA, 2024-01-01)The purpose of this research was to study the impact of human factor management on company productivity, with digitalization as a moderating variable, with emphasis on medium and large companies in the services sector, in Lima, Peru. This research has a quantitative approach and cross-sectional design. The technique used was structural equation modeling with the maximum likelihood estimation method. The study was carried out with a sample of 330 people from the banking sector in the city of Lima, in Peru. For statistical analysis, Confirmatory Factorial Analysis, and hypothesis testings, the SPPS AMOS tool was used. A conceptual model based on Dynamic Capability View theory was developed that allows us to better understand the phenomenon of the impact of human factor management on the productivity of companies, under the moderating effect of digitalization. As the main conclusions of this research, it was found that there is a positive relationship between the human factor management and the company productivity; likewise, it was found that digitalization has a moderating effect in the relationship between human factor management and productivity, with the exception of the human factor performance appraisal. These findings contribute to the existing literature and debate, as well as, allow to determine which dimensions of human factor management can be enhanced under the impact of a digital environment, thus contributing better to business performance. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Effects of channel integration on the omnichannel customer experience(Cogent OA, 2024-01-01)This paper seeks to fill existing knowledge gaps regarding the relationship between channel integration and the omnichannel customer experience using a multidimensional approach to both constructs. The study was performed among 516 retail buyers in Peru who use an omnichannel strategy. The results show that the integration of pricing and product, transaction information, and order fulfilment significantly impact the affective and cognitive experience of the omnichannel customer. Furthermore, the integration of promotion affects the relational and sensorial customer experience. Retail spaces are thus important for ensuring the consistency of promotions and advertising, not only for rational messages but for visual impressions and sensorial messages in general. The integration of the service impacts physical, relational, and affective customer experience, while the integration of access to information shows an effect on the physical and sensorial customer experience. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Health consciousness, hedonic and eudaimonic motivations in green purchase intention among Generation Z(Cogent OA, 2025-07-09)This study analyzes the determinants of green purchase intention among Generation Z consumers, considering health consciousness, environmental knowledge, and hedonic and eudaimonic motivations. Using a structural equation model (PLS-SEM), this study examines how these variables influence environmental attitudes, ultimately leading to green purchase intention. Both eudaimonic and hedonic motivations, along with health consciousness and environmental knowledge, play crucial roles in decision-making related to green products. These insights contribute to theory and practice by providing guidance for marketing strategies and public policies aimed at promoting sustainable consumption, particularly by emphasizing emotional and health-related factors.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Defying expectations: factors influencing MBA graduates' entrepreneurial intentions(Cogent OA, 2025-01-01)This study examines the factors shaping entrepreneurial intentions among MBA graduates in Peru, an emerging economy where entrepreneurship is crucial for economic growth. Using Ajzen's Theory of Planned Behavior (TPB) as a framework, a survey of 444 MBA graduates assessed the influence of entrepreneurial self‑efficacy, locus of control, subjective norms, environmental support, and attitude towards entrepreneurship. Findings from structural equation modeling (PLS‑SEM) reveal that entrepreneurial self‑efficacy and locus of control exert the strongest positive effects on entrepreneurial intentions. However, subjective norms and environmental support show weak or even negative influences, challenging conventional assumptions. Surprisingly, attitude towards entrepreneurship, while statistically significant, has a practically negligible negative effect. This study enriches the understanding of how entrepreneurship education shapes entrepreneurial intentions in developing economies, emphasizing the intricate interactions between psychological, social, and contextual factors. It refines the application of TPB in such contexts and fills gaps in existing literature. The findings suggest that MBA programs should focus on strengthening entrepreneurial self‑efficacy and locus of control while addressing other key determinants. Policymakers and educators should implement experiential learning and targeted interventions to enhance entrepreneurial mindsets among highly educated individuals in emerging markets.1