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Articles 1 - 5 of 5
Full-Text Articles in Business
Millennials' National And Global Identities As Drivers Of Materialism And Consumer Ethnocentrism, Mario V. González Fuentes
Millennials' National And Global Identities As Drivers Of Materialism And Consumer Ethnocentrism, Mario V. González Fuentes
Mario Gonzalez Fuentes
A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) …
Decisiones De Tenencia De Vivienda Y Aculturación De La Población Extranjera Residente En España, Mario V. González Fuentes, Carlos Iglesias Fernández
Decisiones De Tenencia De Vivienda Y Aculturación De La Población Extranjera Residente En España, Mario V. González Fuentes, Carlos Iglesias Fernández
Mario Gonzalez Fuentes
El estudio de la adaptación de los inmigrantes al país de destino es una tarea compleja, que exige considerar multitud de aspectos expresados desde la perspectiva socioeconómica en el concepto de aculturación. Frente a esto, la tenencia de vivienda en propiedad supone decisiones a largo plazo, vinculadas con un amplio conjunto de factores que para los inmigrantes expresan el éxito de sus proyectos de inmigración. Por ello, el artículo analiza los procesos de aculturación de los inmigrantes residentes en España mediante el estudio de sus decisiones de tenencia de vivienda en propiedad. Se concluye que ser extranjero reduce notablemente la …
Homeownership As A Sign Of Immigrants' Consumer Acculturation: The Role Of Region Of Origin, Mario V. González Fuentes, C. Iglesias Fernández
Homeownership As A Sign Of Immigrants' Consumer Acculturation: The Role Of Region Of Origin, Mario V. González Fuentes, C. Iglesias Fernández
Mario Gonzalez Fuentes
One of the limitations highlighted by the consumer acculturation literature is the lack of empirical research to identify better constructs or indicators of consumer acculturation. In this article, the use of homeownership by immigrants in the host society is proposed as an indicator of advanced consumer acculturation. The decision to own a home by a minority group, such as immigrants, represents a key landmark in the process of adaptation to the new culture and a commitment with the host country's values and culture. The empirical case used is the immigrant population of Spain. The sharp rise in its foreign-born population …
The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
Mario Gonzalez Fuentes
The past two decades—and the technology advancements experienced throughout them—have left marketers with a new context that has provided new business opportunities. This new context has prompted a change in the focus of the marketing function and demanded a shift in marketing imperatives and competencies. This chapter provides a comprehensive review of the technological changes experienced by the marketing function in a company, as documented by both scholars and practitioners. It also provides a thorough discussion of the ongoing academic debate regarding the new set of technical skills that have defined employability in the marketing circles for the past couple …
The Contribution Of Social Simulation In The Advancement Of Marketing Issues And Challenges, Mario V. González Fuentes
The Contribution Of Social Simulation In The Advancement Of Marketing Issues And Challenges, Mario V. González Fuentes
Mario Gonzalez Fuentes
For some years now, marketers have been praising for a more holistic approach of a company’s marketing efforts across all areas. However, traditional models show serious limitations to address the complexities of managing all of a company’s touch points with a customer. Agent-based modeling (ABM) has opened the door to explore the unfolding behaviors and outputs of an increasingly connected and interactive marketplace. The contribution of this paper is twofold. On the one hand, it provides researchers with a state-of-the-art repository for this strand of research. This facilitates the identification of relevant gaps in the literature and future research avenues. …