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This research is located at the intersection of communication, memetics, and the study of the imaginary. As a presupposition, we put forward the existence of a communicational imaginary, in which the contemporary person functions through their competencies in social networks, by meeting the demands of the public and the private, managing the obsessiveness of the sharing of intimacy and the exorbitant number of images. Considering memes as a significant aspect of this communicational imaginary, we seek to understand the dynamics and path of memes in the midst of this plethora of images. From the concept of iconophagy, we deal with the exacerbated multiplication of the images and the path of memes starting from a marginalized environment until it is integrated into social roles and a rational level of thought. Thus, it is the general objective of this research to understand the dynamics and the path of memes amidst the plethora of images in the context of communicational imagery and to investigate the multiplication of memes as representative of the myriad images in contemporary imagery.

The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.

This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate.

Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator.

Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

El objetivo de este trabajo es explorar en detalle el concepto de odio a la marca, que es la emoción negativa extrema hacia las marcas, dando una explicación completa sobre cómo evoluciona el odio a la marca en los consumidores. Más específicamente, en este estudio se evalúan empíricamente los antecedentes de odio a la marca.

Este estudio utilizó datos primarios de 250 consumidores de marcas de comida rápida en Pakistán. El análisis de regresión múltiple en SPSS se utiliza para probar las hipótesis relacionadas con los antecedentes del odio a la marca.

Los resultados indican que el odio a la marca viene motivado por cinco antecedentes que son una experiencia pasada negativa, la incongruencia simbólica, la mala calidad de la relación, la incompatibilidad ideológica y el rumor negativo, siendo el rumor el mayor antecedente.

En este estudio se evalúan teórica y empíricamente los antecedentes del odio a la marca, lo que ayuda a comprender la verdadera forma de odio a la marca. Más específicamente, la mala calidad de la relación y el rumor se presentan como los antecedentes del odio a la marca de acuerdo con las recomendaciones de la teoría del odio.

Odio a la marca, gestión de marca, relación con el cliente

Trabajo de investigación

Links between urban areas and public space have always had a central presence in the field of Urban Sociology. During the last four decades, and in relation with globalization processes, reflection about city places and what constitutes the “public” has increasingly been in line with what has been called an “emplacing heritage process,” which emerged as a controversial point of intervention in urban areas. In this sense, itineraries have been considered of primary importance in urban heritage signification, recognition, and symbolic production. In short, these routes appear as ways in which public space is materially and symbolically occupied, becoming emplacing heritage processes in themselves.

In this chapter, we study two heritage-making processes through neighborhood itineraries, which are carried out in district territory and are located in two peripheral neighborhoods belonging to the City of Madrid (Hortaleza and Carabanchel). Ultimately, the point here is that these routes are not merely a pathway that “goes” along acknowledged heritage places; these itineraries are an emplacement and a signification of patrimony itself. These processes act as markers of iconic places and as remembrance performances of neighborhood memory. We would argue that routes around historical places in Carabanchel, as well as the “Three Wise Men” popular parades in Hortaleza bring shared geographical imaginaries, collective memory, and iconic places together in everyday experiences of both places. These itineraries change both urban sites in terms of their neighborhood heritage by disputing spatial discourses and imaginaries of heritage, urban place, and neighborhood.

This work discusses gender issues related to the video game medium, addressing its production, consumption, and media repercussions. It begins with an overview of the emergence of the video game with the targeting of audiences that focused on sales campaigns to consumers along gendered lines that amplified the dominance of men in the space. The discussion then focuses on numerous ways that the gaming industry as a whole perpetuates a culture of misogyny. Empirical examples are provided of harassment, attacks, and the controversial event known as GamerGate. Subsequently, the complicated history of Brazilian video gaming development is presented to draw parallels with the development of the industry and the market in the United States. Finally, the chapter concludes with suggestions to stimulate new producers, developers, and video game scholars who are committed to building a more aware and diverse community.

This chapter, drawing on an anthropological perspective, explicates the process of tourism development and its implications for Ilha Grande in Angra dos Reis, Rio de Janeiro, Brazil. The concept of tourismization, influenced by Norbert Elias’s sociological perspective on the “civilizing process,” is introduced to illustrate how social changes and society-individual relationships within this community can be perceived as a set of configurations and articulations, which are mediated by tourism. It is suggested that tourisimization can be perceived as a process which dictates the rules and new customs to be followed by people influenced by new local configurations mediated by tourism.

The purpose of this paper is to analyze the effect of the consumer’s emotional shopping experience on the perception of benefits and on the corporate reputation of a department store.

This study was applied to a non-probabilistic sample survey proportionally distributed among the main department stores in Chile and Mexico.

The findings show for both countries that the functional and symbolic benefit perceived by consumers significantly influences the reputation of department stores. However, the hedonic benefit perceived by the consumer had a negative effect on the reputation of the store.

The companies could redirect their marketing and commercial management strategies based on the variables and relationships of the model proposed in this study. For instance, managers should implement strategies to improve the emotional experience of their clients. In addition, future studies also could use other variables inherent to the consumer’s purchasing behavior to evaluate their effects on the corporate reputation of the department store.

This research contributes with the proposal of an explanatory model for decision making, using structural equations that suggest that the affective evaluation of the shopping experience is a key antecedent of the functional, hedonic and symbolic benefits perceived by the consumer. Moreover, the emotional experience plays a key role as an antecedent for the corporate reputation of a company.

El objetivo de esta investigación es analizar el efecto de la experiencia emocional de compra del consumidor en la percepción de los beneficios y en la reputación corporativa de una tienda por departamentos.

Este estudio se aplicó a una muestra no probabilística a través de una encuesta distribuida proporcionalmente entre las principales tiendas por departamentos de Chile y México.

Los resultados muestran para ambos países que el beneficio funcional y simbólico percibidos por los consumidores influye significativamente en la reputación de las tiendas por departamentos. Sin embargo, el beneficio hedónico percibido por el consumidor tuvo un efecto negativo en la reputación de la tienda.

Las empresas podrían redirigir sus estrategias de marketing y gestión comercial en función de las variables y relaciones del modelo propuesto en este estudio. Por ejemplo, los gerentes deben implementar estrategias para mejorar la experiencia emocional de sus clientes. Además, los estudios futuros también podrían usar otras variables inherentes al comportamiento de compra del consumidor para evaluar sus efectos en la reputación corporativa de las tiendas por departamentos.

Esta investigación contribuye con la propuesta de un modelo explicativo para la toma de decisiones, utilizando ecuaciones estructurales que sugieren que la evaluación afectiva de la experiencia de compra es un antecedente clave de los beneficios funcionales, hedónicos y simbólicos percibidos por el consumidor. Además, la experiencia emocional juega un papel clave como antecedente de la reputación corporativa de una empresa.

This issue includes six articles from ten universities in Chile, Colombia and Spain. The subjects are on entrepreneurship, public administration, management of intellectual capital marketing and also the immediate rejection policies of the journal's editor. The first study identifies different models of support programs in creating technology-based companies (spin‐offs) in universities from Spain and Great Britain, and the factors that determine their efficiency. The second one is on that factors that lead a person to entrepreneurship, particularly the impact of gender and the sociocultural aspects in regional entrepreneurships of Chile. The third studies the continuity of the entrepreneurial spirit in university students many years after graduating. The fourth makes an evaluation of the service portals available to the citizens of 19 countries in Latin America. The fifth is a study of the nets of scientific collaboration of the most prestigious Latin American business schools. The sixth is a study on the market orientation and obtained results in the business of rural tourism. An Editorial also deals with the criteria for immediate rejection of articles received by the journal. We plan a special issue on culture and art management, associated with the EURAM conference.

Este número incluye seis artículos provenientes de diez universidades de Chile, Colombia y España, sobre emprendimiento, administración pública, gestión del capital intelectual y mercadeo, así como la política de rechazo inmediato del editor de la revista. El primer estudio identifica diferentes modelos de programas de apoyo a la creación de empresas con base tecnológica (spin‐offs) en universidades de España y Gran Bretaña, y los factores que determinan su eficacia. El segundo sobre factores que llevan a una persona a emprender, en particular el impacto del género y aspectos socioculturales en los emprendimientos regionales en Chile. El tercero estudia la continuidad del espíritu empresarial de los universitarios varios años después de graduarse. El cuarto realiza una evaluación de los portales de servicio al ciudadano en 19 países de América Latina. El quinto es un estudio de las redes de colaboración científica de las escuelas de negocios más prestigiosas de América Latina. El sexto es un estudio sobre la orientación al mercado y los resultados obtenidos en el negocio de pequeñas firmas de servicios de turismo rural. Un Editorial trata sobre los criterios para rechazo inmediato de artículos recibidos en la revista. Planeamos un número especial sobre la gestión cultural y de arte, asociada a la conferencia de EURAM.