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Artículo
Digital advertising storytelling: consumer educommunication
(Universidad de Sevilla, 2018)
This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors. So, ...
Artículo
Vodafone: The relationship between brand image and online marketing strategies
(Universidad de Sevilla, 2018)
The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to ...
Artículo
Acts or events? A perspective from the marketing mix
(Universidad de Sevilla, 2018)
La literatura existente en torno a las relaciones píublicas, el ceremonial y el protocolo alterna como sinónimos los términos actos y eventos. A través de una revisión teóricoconceptual, el principal objetivo de este trabajo ...
Artículo
L’approche scientifique de la sémiothique française: réflexions contemporaines
(Universidad de Sevilla, 2018)
Le sens est indéfinissable.dans sa totalité et sa complexité La sémiotique de l'École de Paris repose sur cette hypothèse pour construire son modèle théorique. Elle a ainsi comme objet d'étude le paraître du sens (GREIMAS; ...
Artículo
Theoretical approach of branding from a semiotic perspective
(Universidad de Sevilla, 2018)
This paper outlines the importance of the world of signs and symbols relating to brand management. We will explore the traditional semiotics authors and how those have been influenced other academics who have researched ...
Artículo
Rational vs emotional communication models. Definition parameters of advertising discourses
(Universidad de Sevilla, 2018)
The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational communication focuses on the product, it seeks clarity by articulating ...
Artículo
Shopping as a selling strategy for tourism: combination of marketing mix tools
(Universidad de Sevilla, 2018)
The use of time for entertainment has increased participation both at home and outside and, in our days, we look at the proliferation of a wide range of activities that are included in the leisure economy: tourism, catering, ...