- Brand Communities, Strategic Brand Management, Storytelling, Advertising, Branding, Brand Symbolism, and 9 moreNarrative and Identity, Personal Narrative (Social and Cultural Anthropology), Fan Communities, Consumer Communities (E.g, Brand Management, Semiotica, Collectivism & Individualism, Narrativity, and Advergamingedit
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One of political marketing’s theoretical tenets is the translation of commercial advertising techniques to politics. This paper focuses on celebrity endorsement as a commercial technique which is t...
Research Interests:
Symbolic consumption is defined as a process by which people use symbols—products and brands—to construct and communicate ideas about themselves; to transmit identity on the social stage. With this in mind, it is interesting to consider... more
Symbolic consumption is defined as a process by which people use symbols—products and brands—to construct and communicate ideas about themselves; to transmit identity on the social stage. With this in mind, it is interesting to consider the phenomenon of fashion influencers for a deeper understanding of the concept of symbolic consumption; a phenomenon that has not received the attention it deserves. Fashion influencers share their outfits, purchases and ideas online and they inspire other people to imitate the way they dress and therefore drive the way their followers consume. Influencers participate in symbolic consumption because they select brands that coincide with the images they have of themselves or that they wish to convey to their followers. Fashion influencers offer themselves as sources of inspiration for followers who aspire to be like them by buying and consuming the same brands and products. To support our thesis, we rely on a case study of Chiara Ferragni, who won th...
Teoría y Estructura de la Publicidadsupone un completo estudio del proceso publicitario. Desde la necesidad del anunciante hasta la difusión del mensaje, pasando por la planificación estratégica o la creación, el texto ofrece las claves... more
Teoría y Estructura de la Publicidadsupone un completo estudio del proceso publicitario. Desde la necesidad del anunciante hasta la difusión del mensaje, pasando por la planificación estratégica o la creación, el texto ofrece las claves de la actividad publicitaria en todas sus etapas. Se presenta la comunicación publicitaria como contexto, se explican los agentes que protagonizan el proceso comunicativo (el anunciante, la marca y la empresa de publicidad) y se desgrana el proceso en fases bien diferenciadas, siguiendo el orden lógico del proceso publicitario: la planificación de marketing, la planificación estratégica, la creatividad publicitaria, la producción y los medios de difusión.
