Proceedings 2014 Marketing

Autores: Gempp, R., Thieme, C.   Palabras Clave: Modelo de Rasch, escalas, técnicas de escalamiento, escalas Likert, consumo sustentable. Aunque el modelo de Rasch fue introducido en marketing hace casi 30 años (Bechtel, 1985) a la fecha sigue siendo casi desconocido. El objetivo de esta presentación es demostrar la aplicación del modelo de Rasch a la construcción de una escala de consumo sustentable ... Leer Más »

Autores: Valenzuela Fernández, L., Nicolás Alarcón, C., Gil Lafuente, J.   Palabras Clave: e-comercio, purchase behavior, young; explicative model; fuzzy logic.   The current competitive environment suggests that it is not enough for companies to deliver a product or service to make a difference with the competition, but also must be present on the Internet and be able to efficiently provide the hiring and ... Leer Más »

Autores: Farías P.   Palabras Clave: environmental information; eco-labeling; green marketing.   The purpose of this study is to test the viability of environmental information in Chile. Data were collected via controlled experimentation. The results show that consumer perception of product quality, value, and purchase intentions differ significantly between products with positive environmental messages and those without any message. It is also ... Leer Más »

Autores: Farías P.   Palabras Clave: puffery claims; level of exaggeration; advertising effectiveness; credibility; advertising effectiveness.   The purpose of this study is to test the viability of puffery claims in Chile. Data were collected via controlled experimentation. The results suggest that puffery claims are not more effective than factual claims in Chile. Additionally, data do not support the idea that the ... Leer Más »