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Effects of Green Advertising on Trust Building, Brand Opinion, and Purchase Behavior -Edición Única
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2012-12-01)
In a 2x2 between-subjects experimental design with 206 participants and three previous exploratory studies with 112 additional subjects, the author proposes a model that presents social advertising (i.e., green advertisements) ...
Antecedents of dynamic capabilities: the role of entrepreneurial orientation and intellectual capital
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2012-06-01)
This dissertation attempts to contribute to our understanding of the antecedents of dynamic capabilities that are entrepreneurial in nature by exploring the interaction of entrepreneurial orientation and intellectual ...