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Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente
Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente
Carlos Luis González-Valiente
This study seeks to clarify research trends related to marketing in the field of information disciplines from Latin American scientific production. As a reference source, we used the electronic journals indexed in the Latindex Directory. Some bibliometric indicators were applied to 108 documents; these indicators were as follows: productivity by year, journals, authors, language, and finally term cooccurrence analysis. It was evident that the highest rate of productivity was found in Brazilian journals and authors, and in the Portuguese language. The four main clusters in term co-occurrence analysis in the most relevant topics were as follows: marketing of the information …
Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek
Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek
Vasja Roblek
In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the second model show that the consumer trust also has a significant effect on virtual brand loyalty (dependent variable). Model 3 was developed by including consumer perception of corporate social responsibility (CSR) and consumer trust as independent predictor variables and virtual brand loyalty …