Author Isabel Iniesta-Alemán Universidad de Zaragoza iniesta@unizar.es ORCID: https://orcid.org/0000-0002-0127-3487 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.06 Abstract Reputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our […]
Authors PhD. Sandra Vilajoana-Alejandre Universitat Ramon Llull and Universitat Oberta de Catalunya. Spain. sandrava@blanquerna.url.edu ORCID: https://orcid.org/0000-0001-6231-1021 PhD. Toni Aira Universitat Pompeu Fabra. Spain. toni.aira@upf.edu ORCID: https://orcid.org/0000-0001-9199-9339 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.05 Abstract This research has a twofold goal: on the one hand, it describes, from a theoretical point of view, the importance of the figure and […]
Author Cruz García Lirios Universidad Autónoma del Estado de México garcialirios@yahoo.com ORCID: https://orcid.org/0000-0002-9364-6796 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.04 Abstract Reliability emerges after the establishment of an agenda with issues focused on political corruption that, far from orienting a debate and public consensus, generate negative emotions that result in social hopelessness, an ideal scenario for the propaganda […]
Author Elena Bellido-Pérez University of Seville ebellido@us.es ORCID: https://orcid.org/0000-0002-3107-5481 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.03 Abstract In this text, the potential of art for retail stores is explored. No matter what product or service the store is offering than the art can always be an effective tool for pursuing certain communication goals. Being one of the most […]
Authors Yolanda Miralles Guimerá Universidad Jaume I yolandamiralles1@gmail.com ORCID: https://orcid.org/0000-0003-4491-9185 Carlos Fanjul Peyró Universidad Jaume I fanjul@uji.es ORCID: https://orcid.org/0000-0001-5940-5270 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.02 Abstract The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, […]
Author PhD. Paloma Sanz-Marcos University of Seville. Spain. palomasanz@us.es ORCID: https://orcid.org/0000-0002-6103-6993 DOI: https://dx.doi.org/10.12795/IROCAMM.2019.v02.i01.01 Abstract The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding […]
Author PhD. Paloma Sanz-Marcos University of Seville. Spain. palomasanz@us.es ORCID: https://orcid.org/0000-0002-6103-6993 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.07 Abstract 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 branding from a semiotic perception. This […]
Authors PhD. Cristina González Oñate University Jaume I-Castellón. Spain. onate@uji.es ORCID: https://orcid.org/0000-0003-3509-0117 Eduard Farràn Teixidó Advertising agency La Rosa Visual. Spain. eduardfarranteixido@gmail.com ORCID: https://orcid.org/0000-0003-1469-3146 Pablo Vázquez Cagiao Collaborabrands Director. Spain. p.vazquez@collaborabrands.com ORCID: https://orcid.org/0000-0003-0813-9624 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.06 Abstract The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational […]
Author PhD. Gloria Jiménez-Marín University of Seville. Spain gloria_jimenez@us.es ORCID: https://orcid.org/0000-0003-0252-3975 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.05 Abstract 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, shopping, sports, […]
Author PhD. Marta Pulido Polo University of Seville. Spain. martapulido@us.es ORCID: https://orcid.org/0000-0001-5504-0438 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.04 Abstract The existing public relations, ceremonial and protocol literature alternates the terms acts and events as synonyms. Through a theoretical-conceptual revision, the main objective of this work is to demonstrate that both terms obey different realities. The results show that, […]