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, […]
Authors Patrícia Margarida Farias Coelho Universidade Metodista de São Paulo – UMESP patriciafariascoelho@gmail.com ORCID: https://orcid.org/0000-0002-1662-1173 Marcos Rogério Martins Costa Université de São Paulo. Brésil marcosrmcosta15@gmail.com ORCID: https://orcid.org/0000-0002-4627-9989 Rodrigo Fontanari Pontifical Université Catholique de São Paulo. Brésil rodrigo-fontanari@hotmail.com ORCID: https://orcid.org/0000-0001-5050-1637 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.03 Abstract Le sens est indéfinissable.dans sa totalité et sa complexité La sémiotique de l’École de […]
Author PhD. Rodrigo Elías Zambrano University of Cadiz. Spain rodrigo.elias@uca.es ORCID: https://orcid.org/0000-0001-8256-582X DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.02 Abstract 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, in this text, […]
Authors Hasan Mahmud Niaz Glasgow Caledonian University. United Kingdom hniaz200@caledonian.ac.uk PhD. Irene García-Medina Glasgow Caledonian University. United Kingdom. ORCID: https://orcid.org/0000-0003-4424-3357 DOI: https://dx.doi.org/10.12795/IROCAMM.2018.i1.01 Abstract 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 […]