TY - GEN
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
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
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.
KW - Trade fairs
KW - ZMET
KW - brand awareness
KW - creative industry
KW - entrepreneurship
UR - https://www.scopus.com/pages/publications/85172369464
M3 - Contribución a la conferencia
AN - SCOPUS:85172369464
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -