Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remains largely unexplored. Based on the transportation-imagery model, we hypothesized that, among users of well-established products, promotional stimuli produce stronger effects on brand choice when integrated into movies than when presented as independent ads, while among nonusers, no differences are expected. Our hypotheses were confirmed in a field experiment that compared the effects of a Coca-Cola placement within the movie Ways to Live Forever with the same Coca-Cola stimulus shown as a usual commercial.

Pet tourism has experienced significant growth in recent years, reflecting changes in the perception of pets as family members. This research examines the factors influencing attitude, travel intention, and payment intention in pet tourism in Chile, specifically analyzing the role of emotional attachment, perceived benefits, prestige, and novelty. Using a quantitative methodology, data were collected through an online survey of pet owners in Chile. The results reveal that perceived benefits and novelty positively influence attitudes toward traveling with pets, while prestige and perceived benefits directly impact travel intention. Surprisingly, emotional attachment did not show a significant influence, which contrasts with previous studies in other cultural contexts. This research also confirms that attitude and travel intention are relevant predictors of willingness to pay more for pet-friendly tourism services. These findings contribute to the literature on pet tourism in Latin America and provide practical implications for developing tourism services tailored to the Chilean market. This study concludes that marketing strategies in the tourism sector should emphasize tangible benefits and novel elements rather than emotional aspects to attract this growing market segment.

El objetivo del estudio es identificar la relación entre la descripción de cargos y el desempeño laboral del personal. Para lo anterior, se aplicó el estudio en la empresa D'Moda en la ciudad de Tacna, Perú. La metodología fue de tipo pura, no experimental, cuantitativa y correlacionai Se aplicó una encuesta a una población de 26 personas. La investigación tuvo como resultados un nivel de confianza del 95%, demostrado a partir de la prueba del Rho-Spearman en donde la descripción de los cargos se relacionó significativamente (Rho = 0.711) con el desempeño laboral. Por lo tanto, se concluye que existe una correlación positiva muy fuerte, según rango de relación, asegurando que, mediante la óptima gestión de cargos, se pueden obtener mejoras en el desempeño siempre que sus funciones hayan sido precisadas y delimitadas de forma adecuada.

This study analyzes the complex relationship between Corporate Social Responsibility (CSR) and Brand Loyalty (BLy) among consumers of mobile phone services, particularly examining how Brand Image (BIm) and Brand Love (BLv) act as mediating factors in this relationship. Quantitative research with a correlational scope and cross-sectional design was conducted among 296 consumers of mobile phone services. A questionnaire comprising 26 questions was administered, with responses quantified using a five-point Likert scale. The results were processed using Confirmatory Factor Analysis and partial least squares structural equation modeling (PLS-SEM). This study revealed that CSR alone does not have a direct and significant association with BLy; however, it is associated with BIm and BLv. Furthermore, BIm and BLv were also found to be associated with BLy, demonstrating that the link between CSR and BLy is indirectly built by strengthening BIm and BLv, rather than directly. The originality of this research stems from its concurrent incorporation of BIm and BLv as mediating variables in the link between CSR and BLy.