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Technology that enhances marketing strategy: CRM and the effect of social media on consumer brand engagement
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2023-11-15)
This dissertation is comprised of three different articles in which the common topic is technology applied to Marketing. We first present the importance of Customer Relationship Management (CRM) in highly commoditized ...
Human brands and their brand extensions: A reconceptualization and empirical examination of the predictive power of authenticity
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2021-05-01)
Human brands have proven their relevance in contemporary society and are
gaining academic relevance as well. The purpose of this dissertation is to explore
human branding research from a strategic brand management ...
Three Essays on Spatial Productivity Spillovers across Mexican Regions
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2023-02-03)
This thesis analyzes spatial productivity across Mexican geographical entities. It begins with an introduction chapter addressing productivity, the spatial topic, context, research questions, and the methodology employed. ...
A comprehensive analysis of behavioural economics applied to social media using automated methods and asymmetric modelling
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2022)
Financial economic research has extensively documented the fact that the impact
of the arrival of negative news on stock prices is more intense than that of the
arrival of positive news. The authors of the present study ...