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Item type:Publication, Brand ageing: an analysis from a Latin American perspective(Emerald, 2021-11-11)Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determine brand ageing can be classified into the following two subgroups: exogenous (conditions of the economic environment, category conditions, entrance of new competitors, ageing current consumers and entry of new consumers) and endogenous (organisational growth, upper management convictions, marketing structure, brand architecture, inappropriate naming and obsolete brand image) factors. Originality/value This research provides substantial academic value and insights that allow a better understanding of specific aspects that influence the brand ageing process. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Collective memories of political violence of health-care providers in Ayacucho, Perú(PsychOpen, 2021-01-01)The article presents a study about collective memories of the Internal Armed Conflict (IAC) in Peru (1980-2000) from the perspective of a group of health-care professionals providing services in the region that was most affected by political violence. A brief historical analysis of the IAC is presented. A qualitative design with 15 interviews based on Grounded Theory is used for analyzing the discourse of the participants, and accounting for collective memories of the conflict and the scares that the experience and memory of violence have left in the population and the health-care providers. The analysis focuses on four interrelated axes: (1) collective memories of conflict and its social and psychological consequences; (2) costs and benefits of narrating versus the costs of absence of narrating; (3) recovering memories as a way to overcome psychosocial trauma; and (4) direct experience, personal meanings and effects of exposure to victims’ stories on the health-care providers. Results suggest a scenario of unrelenting psychosocial effects and possible re-traumatization, both in those directly affected and, in the health-care professionals treating them. In addition, central to the participants’ discourse is the importance of acknowledging and claiming the right to construct the memory of the violent period as an act of justice, restoration, mental-health recovery, and strengthening of the social fabric. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The grounded theory approach to brand purpose equity drivers: The practitioner’s perspective(Palgrave Macmillan, 2024-01-27)The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still iden... - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Influential factors in the consumption of organic products: The case of Ecuadorian and Peruvian millennials(2024-06-28)This paper identifies the intrinsic and extrinsic fac-tors that influence consumers to purchase organic products, and also determines the barriers that sometimes prevent university student millennials from purchasing this type of product. The research had a qualitative approach and the information was collected through semi-structured interviews, thir-ty-two university student millennials from Ecua-dor and Peru participated in the study and the data was coded using the Grounded Theory. The find-ings determined that intrinsic factors (environmen-tal knowledge, environmental awareness, habits, health and values) and extrinsic factors (family influ-ence, social influence, fear of COVID-19 infection), are the main factors that motivate the consumption of organic products. The study also determined that factors such as availability, price, and skepticism are occasional barriers to the purchase of this type of product. Regarding the originality value, the main contributions of this study are to be one of the first studies in Ecuador and Peru using the Grounded Theory to determine the conceptualisation that millennials have about organic products, as well as learning the influential factors and the existing barriers in the purchase behaviour of organic products in Ecuador and Peru. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, From the Countryside to the City: Subjectivities About Educational Transitions(Emerald Publishing, 2026-01-01)This chapter presents the results of a research that sought to explore the subjective experience of the transition from rural school education to urban higher education in Chilean youth. A qualitative, exploratory-descriptive and transversal desi