Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo

Alexa Gamarra-Olortegui; Josehp Hernández-López; Francisco Paredes-León; Mercy Angulo-Cortejana

Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo

Translated title of the contribution: Using ZMET to explore brand awareness of creative entrepreneurship trade fairs

Alexa Gamarra-Olortegui, Josehp Hernández-López, Francisco Paredes-León, Mercy Angulo-Cortejana

Business

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind. Adopting the eight steps of Zaltman's Metaphor Elicitation Technique (ZMET), this study empirically examines the attributes and inner meanings of brand awareness through the metaphorical expression of its users. The results provide 11 thematic categories, including diversity, experience, styles, positive emotions, small universes, among others. The findings allow establishing new perspectives for marketing management for the creative industry in the future.

Translated title of the contribution	Using ZMET to explore brand awareness of creative entrepreneurship trade fairs
Original language	Spanish
Title of host publication	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
ISBN (Electronic)	9786289520743
State	Published - 2023
Event	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duration: 19 Jul 2023 → 21 Jul 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2023-July
ISSN (Electronic)	2414-6390

Conference

Conference	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/Territory	Argentina
City	Buenos Aires
Period	19/07/23 → 21/07/23

Cite this

Gamarra-Olortegui, A., Hernández-López, J., Paredes-León, F., & Angulo-Cortejana, M. (2023). Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Gamarra-Olortegui, Alexa ; Hernández-López, Josehp ; Paredes-León, Francisco et al. / Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo. Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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title = "Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo",

abstract = "Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind. Adopting the eight steps of Zaltman's Metaphor Elicitation Technique (ZMET), this study empirically examines the attributes and inner meanings of brand awareness through the metaphorical expression of its users. The results provide 11 thematic categories, including diversity, experience, styles, positive emotions, small universes, among others. The findings allow establishing new perspectives for marketing management for the creative industry in the future.",

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note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 ; Conference date: 19-07-2023 Through 21-07-2023",

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Gamarra-Olortegui, A, Hernández-López, J, Paredes-León, F & Angulo-Cortejana, M 2023, Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2023-July, 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023, Buenos Aires, Argentina, 19/07/23.

Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo. / Gamarra-Olortegui, Alexa; Hernández-López, Josehp; Paredes-León, Francisco et al.
Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T1 - Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo

AU - Gamarra-Olortegui, Alexa

AU - Hernández-López, Josehp

AU - Paredes-León, Francisco

AU - Angulo-Cortejana, Mercy

PY - 2023

Y1 - 2023

N2 - Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind. Adopting the eight steps of Zaltman's Metaphor Elicitation Technique (ZMET), this study empirically examines the attributes and inner meanings of brand awareness through the metaphorical expression of its users. The results provide 11 thematic categories, including diversity, experience, styles, positive emotions, small universes, among others. The findings allow establishing new perspectives for marketing management for the creative industry in the future.

AB - Trade fairs have become a key factor in the promotion of creative and artistic industry ventures. Despite their importance, little is known about the attributes that shape the image of these events in the consumer's mind. Adopting the eight steps of Zaltman's Metaphor Elicitation Technique (ZMET), this study empirically examines the attributes and inner meanings of brand awareness through the metaphorical expression of its users. The results provide 11 thematic categories, including diversity, experience, styles, positive emotions, small universes, among others. The findings allow establishing new perspectives for marketing management for the creative industry in the future.

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A2 - Larrondo Petrie, Maria M.

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Y2 - 19 July 2023 through 21 July 2023

ER -

Gamarra-Olortegui A, Hernández-López J, Paredes-León F, Angulo-Cortejana M. Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Usando ZMET para explorar la conciencia de marca de ferias comerciales de emprendimiento creativo

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