Consumer Behavior and Conscious Marketing

SOBRE EL PROYECTO

Nos enfocamos al estudio del comportamiento del consumidor para desarrollar estrategias comerciales eficaces que promuevan el consumo responsable y el bienestar social.


Líneas de investigación

• Marcas y adopción de innovaciones
• Estrategias de mercadotecnia
• Significados culturales del consumo
• Comportamiento de consumo responsable y bienestar social

Líder

Jorge Luis Graciano Vera Martínez

Miembros

Claudia María Quintanilla Domínguez
Edgar Antonio Centeno Velázquez
Lorena de la Paz Carrete Lucero
María del Pilar Ester Arroyo López
Rajagopal
Raquel Minerva Castaño González

Adscritos

Martin Christian Reimann

PUBLICACIONES RECIENTES

• Raquel Castaño, Pérez, María (2014). “A matter of love: Consumers’ relationships with original brands and their counterfeits”, Journal of Consumer Marketing, Vol. 31 Iss:6/7.

• Reimann, Martin, Alex Marin and Raquel Castaño (2014),”The Influence of metaphors on consumers’ creative cognition: Direct, Moderating, and Mediating Effects”, Journal of Consumer Psychology, Vol 24 (2), 290-297.

• Carrete, L. and Arroyo, P. (2014), “Social Marketing to Improve Healthy Dietary Decisions: Insights from a qualitative study in Mexico”, Qualitative Market Research, an International Journal, Vol. 17 No. 3, pp.239 – 263.

• Carrete, L., Arroyo, P. and Trujillo, A. (2014), “Why do Firms Implement Voluntary Environmental Actions and How Are These Activities Evaluated? An Empirical Investigation in Mexico”, Journal of Management and Sustainability, Vol. 4 No. 4, pp. 55-69.