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Alberto Lopez
Monterrey Institute of Technology and Higher Education
Consumer behaviourBrand relationshipPopulationSocial mediaSocial psychology
4Publications
1H-index
2Citations
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Publications 7
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The purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon of intergenerational transfer of brands, and study how child consumers experience and cope with brand transgressions.,This is a qualitative study where 20 in-depth interviews were conducted among young Indian children in the age-group of 8–12 years. For data analysis “iterativ...
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#1David Flores (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
#2Martin Reimann (UA: University of Arizona)H-Index: 17
Last. Alberto Lopez (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
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#1Alberto Lopez (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
#2Raquel Castaño (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 9
In the past decade, social media use has dramatically expanded. According to recent estimations, by 2017 almost half of the worldwide population has at least one social media account. Recently, researchers have started to explore how consumers behave in this new digital environment and how that behavior is different from that in the physical world. This chapter reviews and organizes the academic literature on this topic. Authors then propose an integrative model that describes and helps explain ...
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#1Alberto Lopez (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
#2Rachel Rodriguez (Tec: Monterrey Institute of Technology and Higher Education)H-Index: 1
The purpose of this study is to understand and explain the process by which child consumers form relationships with brands. Specifically, the authors attempt to understand how child consumers conceptualize brands, why and how they decide to engage in relationships with brands and why they decide to breakup with brands though sometimes reconcile with them.,A mixed methodology was followed in this research. On the basis of an ethnographic approach, ten in-depth interviews were conducted among 8-12...
2 CitationsSource
#1Alberto LopezH-Index: 1
#2Rachel RodriguezH-Index: 1
Last. Raquel CastañoH-Index: 9
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#1Alberto LopezH-Index: 1
#2Martin ReimannH-Index: 17
Last. Raquel CastañoH-Index: 9
view all 3 authors...
#1Alberto LopezH-Index: 1
#2Martin ReimannH-Index: 17
Last. Raquel CastañoH-Index: 9
view all 3 authors...
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