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 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, […]