Conocimiento del consumidorNuevas dimensiones y propuesta de un modelo de gestión del contenido informativo
- Eva María Murgado Armenteros Director
- Francisco José Torres Ruíz Co-director
Defence university: Universidad de Jaén
Fecha de defensa: 14 May 2021
- Francisco Javier Rondán Cataluña Chair
- Manuela Vega Zamora Secretary
- Ana Almeida Committee member
Type: Thesis
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.