{"id":72635,"date":"2005-08-02T00:00:00","date_gmt":"2005-08-02T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/analisis-de-la-influencia-del-grupo-de-referencia-en-marketing-y-publicidad\/"},"modified":"2005-08-02T00:00:00","modified_gmt":"2005-08-02T00:00:00","slug":"analisis-de-la-influencia-del-grupo-de-referencia-en-marketing-y-publicidad","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/analisis-de-la-influencia-del-grupo-de-referencia-en-marketing-y-publicidad\/","title":{"rendered":"Analisis de la influencia del grupo de referencia en marketing y publicidad."},"content":{"rendered":"<h2>Tesis doctoral de <strong>  Delgado Herrera M. Olga <\/strong><\/h2>\n<p>An\u00e1lisis de la influencia del grupo de referencia en marketing y publicidad.  esta tesis analiza, desde la teor\u00eda del grupo de referencia , la influencia que un personaje puede ejercer sobre el p\u00fablico objetivo de una comunicaci\u00f3n publicitaria.  investiga un aspecto ampliamente discutido en dicha teor\u00eda, la naturaleza dimensional de la influencia; y propone un instrumento para mejorar la utilizaci\u00f3n de recursos creativos, que comtemple la participaci\u00f3n de personajes en el anuncio.  adapta , en primer lugar, la escala suscep de bearden,netemeyer y teel (1989)para medir la susceptibilidad general del consumidor, a ser influido por el grupo de referencia.En segundo lugar,se procede con el instrumento dise\u00f1ado por park y lessing (1977) para conocer la susceptabilidad del consumidro a ser influido por el grupo de referencia en la adquisici\u00f3n de un producto concreto.Finalmente se crea la nueva escala igrp, con el prop\u00f3sito de averiguar la susceptibilidad del p\u00fablico objetivo a la influencia del grupo de referencia publicitario.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Analisis de la influencia del grupo de referencia en marketing y publicidad.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Analisis de la influencia del grupo de referencia en marketing y publicidad. <\/li>\n<li><strong>Autor:<\/strong>\u00a0  Delgado Herrera M. Olga <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 08\/02\/2005<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Miguel Mart\u00edn D\u00e1vila<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Jos\u00e9 Antonio Puelles  perez <\/li>\n<li> Vicente oliva m.auxiliadora de (vocal)<\/li>\n<li>Jaime Manera bassa (vocal)<\/li>\n<li>Jos\u00e9 Manuel Saiz \u00e1lvarez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Delgado Herrera M. Olga An\u00e1lisis de la influencia del grupo de referencia en marketing y publicidad. esta [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[772,82],"tags":[157904,56134,6178,96911,7662,157905],"class_list":["post-72635","post","type-post","status-publish","format-standard","hentry","category-actividad-economica","category-ciencias-economicas","tag-delgado-herrera-m-olga","tag-jaime-manera-bassa","tag-jose-antonio-puelles-perez","tag-jose-manuel-saiz-alvarez","tag-miguel-martin-davila","tag-vicente-oliva-m-auxiliadora-de"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/72635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=72635"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/72635\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=72635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=72635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=72635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}