Lucia Porcu
Biographic Data
| ID | 6305201 |
|---|---|
| NAME | Lucia Porcu |
| GIVEN NAMES | Lucia |
| FAMILY NAME | Porcu |
| SIGNATURE | PORCU L |
| AFFILIATIONS | Universidad de Granada |
| ORCID | 0000-0002-0517-3248 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 1 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 1970 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Neural Mechanisms of Memory Formation for Tailored Messages: A Neuroimaging Study
The health communication literature suggests that messages designed to promote healthy behaviors through tailored content (i.e., tailored messages) are better remembered than generic, one-size-fits-all communications (i.e., untailored messages). However, no research has yet investigated which specific stages of memory formation—namely, encoding (i.e., the process of selecting contextual information and creating a mental representation) and/or ret…
Unveiling the drivers and outcomes of IMC capability: Insights from consumer market companies in Pakistan
Integrated Marketing Communication (IMC) has recently gained momentum and several scholars have suggested that its implementation is crucial to face the ongoing changes (especially, the fragmentation of media and audiences) in the marketing communications environment. The current research embraces the firm-wide IMC capability conceptual framework, which is underpinned by the resource-based view (RBV) to investigate the antecedent role of Market O…
Building heritage brand equity through social media sales promotion: The role of Power Distance
This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi‐experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on …
Challenges in times of a pandemic: What drives and hinders the adoption of location-based applications
The current environment is highly dynamic and undergoing continuous change, and the recent outbreak of the COVID-19 pandemic has shown how firms and governments need to act promptly to face unexpected threats. In this regard, location-based applications have been implemented successfully in China and South Korea, but in some Western countries, serious privacy issues have been raised. With these premises in mind, this paper has the aim of examinin…
How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination
Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free …
The impact of customer personality and online brand community engagement on intention to forward company and users generated content: Palestinian banking industry a case
Personality five characteristics are playing crucial role on intention \nto forward Online Company Generated Content and user generated content mediated by online brand community engagement. \nThis paper is applied on a case of banking industry in order to \nperceive a long run relationship between banks operating in \nPalestine and their customers. The total of 685 valid questionnaires were collected from online banking sector in Palestine, \nwh…
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"
How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects
Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and (2) to develop a whole theoretical model of its antecedents and consequences. To achieve this goal, this study analyzes the conceptual framework aroun…
How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination
Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free …
How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects
Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and (2) to develop a whole theoretical model of its antecedents and consequences. To achieve this goal, this study analyzes the conceptual framework aroun…
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"
The impact of customer personality and online brand community engagement on intention to forward company and users generated content: Palestinian banking industry a case
Personality five characteristics are playing crucial role on intention \nto forward Online Company Generated Content and user generated content mediated by online brand community engagement. \nThis paper is applied on a case of banking industry in order to \nperceive a long run relationship between banks operating in \nPalestine and their customers. The total of 685 valid questionnaires were collected from online banking sector in Palestine, \nwh…
Challenges in times of a pandemic: What drives and hinders the adoption of location-based applications
The current environment is highly dynamic and undergoing continuous change, and the recent outbreak of the COVID-19 pandemic has shown how firms and governments need to act promptly to face unexpected threats. In this regard, location-based applications have been implemented successfully in China and South Korea, but in some Western countries, serious privacy issues have been raised. With these premises in mind, this paper has the aim of examinin…
How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination
Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free …
Building heritage brand equity through social media sales promotion: The role of Power Distance
This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi‐experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on …
Unveiling the drivers and outcomes of IMC capability: Insights from consumer market companies in Pakistan
Integrated Marketing Communication (IMC) has recently gained momentum and several scholars have suggested that its implementation is crucial to face the ongoing changes (especially, the fragmentation of media and audiences) in the marketing communications environment. The current research embraces the firm-wide IMC capability conceptual framework, which is underpinned by the resource-based view (RBV) to investigate the antecedent role of Market O…
Neural Mechanisms of Memory Formation for Tailored Messages: A Neuroimaging Study
The health communication literature suggests that messages designed to promote healthy behaviors through tailored content (i.e., tailored messages) are better remembered than generic, one-size-fits-all communications (i.e., untailored messages). However, no research has yet investigated which specific stages of memory formation—namely, encoding (i.e., the process of selecting contextual information and creating a mental representation) and/or ret…
Business (8 works) · Marketing (6 works) · Advertising (5 works) · Political science (5 works) · Psychology (5 works) · Computer Science (4 works) · Digital Marketing and Social Media (4 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Social media (3 works) · Brand awareness (2 works)