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Ítem Texto completo enlazado Influence of perceived risk and brand equity on purchasing intention in the Colombian soluble coffee category(Pontificia Universidad Católica del Perú, 2019-09-17) González Gil, Elsa María; Arias Bolzmann, Leopoldo Gabriel IgnacioDifferent authors have defined purchase intention when a person makes a statement as to whether to buy, or not a product. It has been considered an important indicator in marketing management to project sales of new and existing products (Armstrong, Morwitz, & Kumar, 2000; Huy & Ottar, 2012). The purpose of the research was to identify how using all the set of variables of brand equity and perceived risk could influence purchase intention within soluble coffee consumers in Colombia, using attitude as a mediating variable. The city selected for this research was Bogotá D.C., and the category selected was soluble coffee. The sample size was 927 people and the sample error was 3.2% with 99% level of confidence. The research type was probabilistic, and it used a proportional stratified sample. In order to answer the research proposed questions, three steps were carried out, (a) exploratory factor analysis, (b) confirmatory factor analysis and, (c) structural equations model where seven hypotheses were tested. The initial model considered six latent variables on perceived risk and brand equity each; however, the final model included five variables on brand equity and four on perceived risk. The results obtained, confirmed the influence of attitude as a mediating variable between brand equity and perceived risk on purchase intention within consumers of soluble coffee in the city of Bogotá D. C. Purchase intention was explained by the direct effect of attitude variable and the indirect effects of perceived risk and brand equity. In addition, it also explained the indirect effects that perceived risk has on attitude through brand equity. The variables of brand equity and perceived risk used in the model show that, the effect is much greater when they are included, as joint independent variables. The model also was able to test the significance and positive influence of attitude as a mediating variable between perceived risk and brand equity, on purchase intention. The results obtained from this research showed a very good consistency between each variable and their corresponding items used for each.Ítem Texto completo enlazado The role of institutions in a regional innovation system and their impact on the innovation performance of organizations within the quadruple helix.(Pontificia Universidad Católica del Perú, 2019-03-27) Ortega, Ana M.; Pino Jordan, Ricardo MiguelAmong the critical issues facing policy and decision makers is how to improve the regional innovation systems (RISs), as such improvement enhances the development of organizational innovative capacities, encourages innovation performance (IP), and consequently helps achieve sustainable economic development. Results of the present study allowed the construction of the institutional map of an RIS, for understanding the role of formal and informal institutions that compose the institutional framework, which enable or hinder the IP within the organizations of the quadruple helix. The RIS of Medellin was used as an instrumental case study, and the research was conducted using a qualitative, cross-sectional design, semi-structured interviews as data collection method and thematic analysis as data processing method. Research findings remark the importance of innovation supportive culture, as the main informal institution affecting the IP, as well as the crucial role of the investment, incubation and acceleration of innovation projects, through formal institutional mechanisms enabled by private and public actors. Collaboration and interaction are the rationale behind the existence of an RIS; reason why when analyzing the institutions of an RIS it is logical to find that many of them are related to these particular factors. Findings also suggest that informal institutions exert a greater influence over the IP of organizations in an RIS, than formal ones, but both types of institutions are very important, and should be complementary.Ítem Texto completo enlazado Variables that determine the market value of a high-performance soccer player(Pontificia Universidad Católica del Perú, 2019-01-28) Serna Rodríguez, Maribel; Coad, Alexander Jean – LucThe research question of this study was identify the variables that determine the market value of a high-performance soccer player, in the five major leagues around the world (Premier League, Bundesliga, LaLiga, Serie A and Ligue 1). The research question allowed to establish a hierarchy-of-hypotheses (see Table 1). Consequently, there are nine major hypothesis, 45 sub-hypothesis, and 20 sub-sub-hypothesis. The sample was conformed by 335 soccer players for the main five soccer leagues, distributed according to the proportional affixation for random stratified sampling. . The information for 45 control variables and the endogenous variable for 335 ssocer players was collected from the transfermarkt.de. website that is an online community (crowd wisdom). The 45 control variables that arised from the literature systematic review had having to be grouped in these major major hypotheses (smaller clusters or groups). For this purpose, these variables was categorized in talent indicators and external variables. Through this categorization, the 45 control variables were grouped together in five clusters according to the similarity between them. Finally, nine smaller clusters or groups were formed using divisive hierarchical clusters according to the dissimilarity between the variables. More variables had to be incorporated for some groups because the operationalization process for six variables generated other variables. In that order was structured a hierarchy-of-hypotheses (HoH), 45 variables take place to nine major hypothesis (groups), 45 sub-hypothesis (variables that belong for each group), and 20 subsub-hypothesis (levels of each variable). To answer the research question taking into account model uncertainty (variable selection) in a framework with 35 billion potential models, it was used a hedonic regression framework, and implement Bayesian model averaging (BMA) through Markov vii chain Monte Carlo model composition (����3 ). To deal with endogeneity issues, instrumental variable Bayesian model averaging (IVBMA) was implemented as well. In the latter case, the potential endogeneity between Market value and Performance was addressed using Performance as an instrumental variable and Coach and Change of team as instruments. Using the BMA mechanism, there is evidence to support the sub-hypothesis H1m (PIP=1.000), H3a (PIP=1.000), H5c (PIP=1.000), H6b (PIP=1.000), H1b (PIP=0.993), and H3c (PIP=0.992). Therefore, four variables (Performance, National team, Age, Goals, and Recognition under-21) are a value-drivers that generate a positive effect on the market value of the soccer player; and one variable (Age squared) is a negative value-driver that generates a negative effect on the market value of the soccer player. Using the IVBMA mechanism, there is evidence to support the sub-hypothesis H1m (PIP=1.000), H3a (PIP=1.000), H5c (PIP=1.000), H6b (PIP=1.000), H3e (PIP=0.997), and the sub-sub-hypothesis H7b1 (PIP=1.000). Therefore, four variables (Performance, National team, Age, First division, and Recognition under-21) are a value-drivers that generate a positive effect on the market value of the soccer player; and one variable (Age squared) is a negative value-driver that generates a negative effect on the market value of the soccer player.