Conocimiento del consumidorNuevas dimensiones y propuesta de un modelo de gestión del contenido informativo

  1. GARRIDO CASTRO, ELISA
Supervised by:
  1. Eva María Murgado Armenteros Director
  2. Francisco José Torres Ruíz Co-director

Defence university: Universidad de Jaén

Fecha de defensa: 14 May 2021

Committee:
  1. Francisco Javier Rondán Cataluña Chair
  2. Manuela Vega Zamora Secretary
  3. Ana Almeida Committee member
Department:
  1. ORGANIZACIÓN DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA

Type: Thesis

Teseo: 674573 DIALNET lock_openRUJA editor

Abstract

Consumer’s knowledge has been one of the most studied variables in marketing due to its strong influence in the behaviour, crucial in some specific markets such as the agrifoodstuffs market. Nevertheless, despite the large number of works that focus on knowledge, some aspects of it have not been addressed from the operational point of view, and require works that would have a greater utility for organisations. Thus, the major objective of this doctoral thesis is to complete the theoretical and operational knowledge framework. For that, it is proposed a method based on Qualitative Comparative Analysis (QCA) techniques to manage consumer knowledge through communication campaigns. The method is applied to the case of olive oil.