Ciencias Sociales

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Effects of Green Advertising on Trust Building, Brand Opinion, and Purchase Behavior -Edición Única
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2012-12-01) Martínez Flores, Raúl; Dr. Gerardo Lozano Fernández; Dr. Raquel Castaflo Gonzalez; Dr. Edgardo Ayala Gaytán; Dra. Anabella Davila Martinez
In a 2x2 between-subjects experimental design with 206 participants and three previous exploratory studies with 112 additional subjects, the author proposes a model that presents social advertising (i.e., green advertisements) from the lens of three main constructs: advertising trust, brand opinion, and purchase intention. Simultaneously, the author studies the role of social advertising as a moderating variable in the relationship between advertising trust and purchase intention. Information plays a central role in advertising (American Marketing Association [AMA], 2012). One problem with advertisings information is lack of trust. The author hypothesizes that social advertising can enhance brand opinion and advertising trust, and hence, consumers levels of purchase intention. The results of the present research reveal that social advertising creates a moderating effect in the relationship between advertising trust and purchase intention for competing brands that attempt to enhance their brand associations with consumers. 7 In the present study, a relevant finding is that including green and social content in advertising can improve consumers levels of trust and purchase intention and that green content in advertising works as an effective source of brand associations when followers intend to compete with leading or pioneer brands with more effectiveness. As a result of the present studys exploratory and main research stages, another relevant finding reveals that companies should develop social programs (i.e., social campaigns). So, an opportunity to enhance trust by using green advertising is latent and feasible. In a quid pro quo effort, it is highly important for enterprises to communicate their social initiatives and results to consumers by using advertising as an informative, relevant marketing tool. The present research, then, is relevant to the marketing communications field, social advertising, consumer research, and societal marketing programs, as well as other business study fields
Antecedents of dynamic capabilities: the role of entrepreneurial orientation and intellectual capital
(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2012-06-01) Zamora Matute, Cristian E.; Cobas Flores, Elisa; Husted, Bryan; Lomberg, Carina; Dávila Martínez, Anabella
This dissertation attempts to contribute to our understanding of the antecedents of dynamic capabilities that are entrepreneurial in nature by exploring the interaction of entrepreneurial orientation and intellectual capital. Chapter 1 of this dissertation serves to introduce and synthesize major themes, objectives and contributions. In Chapter 2, I review the literature derived from the resource based view of the firm and dynamic capabilities. The first theoretical perspective is succinctly addressed to argue the importance of resources in the development of dynamic capabilities. The second one is thoroughly examined in order to summarize the purpose and usage of dynamic capabilities. Besides, a detailed categorization of dynamic capabilities antecedents considering different levels of analysis is presented. Chapter 3 has two parts. In the first part I focus on the dimensions of the constructs under study. The dimensions of intellectual capital are: human capital, social capital and organizational capital; meanwhile, the dimensions of entrepreneurial orientation are: innovativeness, proactiveness and risk-taking. In addition, integrative capabilities - a particular type of dynamic capabilities - are called so since they integrate the processes of perceiving and capitalizing an opportunity. In the second part, I develop the rationale for each hypothesis included in the conceptual framework. The first hypothesis argues a positive relationship between intellectual capital and integrative capabilities. Also, positive relationships are stated between human capital, social capital, organizational capital and integrative capabilities respectively. The last hypothesis refers to the moderating effect that entrepreneurial orientation has on the intellectual capital-integrative capabilities relationship. II In Chapter 4 I address methodological issues. This dissertation is framed under the quantitative paradigm and data for statistics are collected through surveys carried on in small, medium and large enterprises in Mexico and Ecuador. The final sample has 92 enterprises from Ecuador and 108 enterprises from Mexico. Furthermore, 80% of the total sample has two responses; one belongs to the CEO and the other one to a second level manager. Chapter 5 presents the empirical results using two approaches. The first approach relies on regressions using SPSS while the second approach relies on Structural Equation Modeling (SEM) using AMOS. Results using both statistical techniques are consistent and show robustness. All hypotheses, except the one that argues for a positive effect of human capital on integrative capabilities, are supported as predicted. Finally, this dissertation concludes with Chapter 6 that discusses the main findings, outlines implications for managers and policy makers, details some limitations of the study and provides some new avenues for future research.

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