Examinando por Materia "Creencias compartidas"

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    Ítem
    Las creencias socialmente compartidas presentes en el discurso del control : caso EPM
    (Universidad EAFIT, 2020) Machado Rivera, Marco Antonio; Ocampo Salazar, Carmen Alejandra
    Shared beliefs in organizations are incorporated into the discourse of the organizational, this are part of the culture and have consequences in their daily actions; in this lies the importance of understanding the elements present in the discourse on control in EPM, E.S.P. (Empresas Públicas de Medellín, Empresa de Servicios Públicos Domiciliarios). This article presents the results of a qualitative research, in the interpretive perspective and the socio-cognitive approach of Teun van Dijk. In the conceptual part, texts have been reviewed and analyzed, in the approach to the discourse an interview has been carried out with various representative agents (managerial level, media-advisers and technical-operational) about organizational control, the shared beliefs were characterized from the discourse by the representative agents of the EPM case. Discourse analysis is carried out by addressing the categories in which control is manifested (conceptual, ontic, methodological and teleological). In general terms, the beliefs present in the discourse on control are inscribed, in order, in the process, humanist, results and resources approach. Beliefs in the category of meaning (conceptual) are located in the humanistic approach, in its reality to be controlled in the results approach and in the methodological in the process approach, while the teleological is located in the results approach. Finally, the asymmetry between the real represented in the beliefs of control and the formal represented in EPM's efforts to institutionalize control is discussed.
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    Ítem
    Relaciones de valor de las lovebrands en el sector de la moda en la categoría vestuario
    (Universidad EAFIT, 2021) Benjumea Tabares, Angélica Liliana; Acevedo Mejía, Érika Cristina
    This monograph was oriented to identify the emotional relationships that consumers in Medellin establish with Colombian apparel lovebrands, through a qualitative and exploratory methodology, using in-depth interviews, inquiring from the experiences of the interviewees, based on the three arguments referred by Roberts (2005) for a brand to become a lovebrand: mystery, sensuality and intimacy. As a result of this study, it was determined that these three arguments intervene in the choice of lovebrands and how they can develop positively in the customer's commitment, as well as the value attributes and differentiators that they expect to find within a brand, which play an important role at the time of choice and affect their purchase decision, creating emotional relationships and loyalty. On the other hand, aspects such as product quality, customer service and price must interact with attributes such as comfort, versatility, sensuality, style and elegance that connect the customer with their personality and the brand. This research is recommended to be used as a reference for brand experience designers, and as a contribution to the understanding of the emotional bonds that brands create with consumers and to the improvement of their marketing decisions, applying these findings to their brand context. Finally, through this study, it becomes evident that the continuous construction of the attributes of a lovebrand drives its positioning in the consumer's mind.