La comunicación de moda: un puente entre la marca y el consumidor

 

Editores:     

Dr. José López-Yepes (†) y Dr. Alfonso López-Hernández

 

Editor Asociado:   

Dra. Paula Gárgoles   

Universidad Panamericana, Escuela de Comunicación.

 

ISSN 2683-2208

Published: 2023-06-30

Mensaje del Director de la Escuela

Mensaje del director de la Escuela de Comunicación Campus México

Presentation

Mariano Navarro

6-7

PDF (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2856

Editorial

Editorial

Editorial

Paula Gargoles

8-10

PDF (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2857

Artículos

Vestir para ganar: moda y campañas electorales en América Latina

Dress to win: fashion and electoral campaigns in Latin America

Teresa Sádaba, Gabriela Ambás

11-22

PDF (Spanish) XML (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2858
The evolution of the podcast as a marketing tool in fashion luxury brands

The evolution of the podcast as a marketing tool in fashion luxury brands

Paula Gargoles, Isabel Garcia Hiljding

23-31

PDF XML VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2864
La comunicación de la colección Join Life en tiendas físicas de Zara Barcelona (2022), etiquetas y ficha de producto web

Communication of the Join Life collection (2022) in Zara Barcelona physical stores, labels and product on the web

Elisa Regadera González

32-50

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2865
Localization Strategies in Fashion Influencer Marketing: An exploratory study

Localization strategies in fashion influencer marketing: an exploratory study

Maddalena Tentori, Patricia SanMiguel, Marta Torregrosa

51-68

PDF XML VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2866
El valor de lo prohibido en la campaña realizada para promocionar un perfume de la marca Givenchy. Estudio de caso

The value of the forbidden in the campaign carried out to promote a Givenchy brand perfume. Case Study

Manuel Canga Sosa

69-82

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2868
El discurso del amor romántico en ficciones de moda: el caso de los Fashion Drama

Romantic love discourse in fashion fictions: Vogue’s Fashion Drama films

Alejandra Beatriz Pérez-Escartin

83-98

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2869
Identidad y gestión del cambio en la industria de la moda

Identity and change management in the fashion industry

María García Barriga

99-106

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2870
Musealización de tejidos y preservación de la historia: el caso del vestido expuesto en el Museu do Doce de Pelotas/RS

Musealization of fabrics and preservation of history: the case of the exposed dress at the Museu do Doce de Pelotas/RS

Laiana Pereira da Silveira, Daisiane Robaina Iglécias

107-117

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2887

Miscelánea

Online Reputation Management in Spanish Public Hospitals. A Quantitative Analysis

Online Reputation Management in Spanish Public Hospitals. A Quantitative Analysis

Pablo Medina Aguerrebere, Eva Medina, Toni González Pacanowski

118-131

PDF XML VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2888
Los medios digitales de moda, ¿son los más efectivos? Metodología Mier Uribe (MeMU)

Are trendy digital media the most effective? Mier Uribe Methodology (MeMU): A new methodology for measuring advertising effectiveness in the media

Alejandro Mier Uribe, Marco Antonio Rojo Gutiérrez

132-146

PDF (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2891
10 proposals for the consolidation of a public service music radio in Spain

10 proposals for the consolidation of a public service music radio in Spain

Lola Costa Gálvez

147-152

PDF XML VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2892
Golf en Irlanda y su comunicación

Media communication of golf in Ireland

José Gabriel Fernández

153-162

PDF (Spanish) XML (Spanish) VIDEO (Spanish)
DOI: https://doi.org/10.21555/rpc.v5i1.2893