Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.

Applying complexity theory tenets in analyzing findings from prior research on the impacts of democracy and authoritarianism on countries¿ quality-of-life and happiness inform answering this question accurately. The study here constructs and empirically tests algorithms on how democracy and authoritarianism impact QOL and happiness. The propositions include the following views. First, full democracy (D) is necessary but insufficient in indicating high QOL and high happiness. The research findings in the present study support this first proposition. Second, full authoritarianism is a necessary condition but its insufficient for indicating nations¿ outcome conditions of high Gini index (Gini), low ethical behavior (~E), and low GDPppp (i.e., ~GDPppp). The findings support a revision to this second proposition: full authoritarianism is sufficient for indicating each of these three outcome conditions. Third, (a) nations having high QOL are high in happiness (H) consistently, (b) even though as variables QOL and H do not exhibit a symmetrical relationship (i.e., some nations having low QOL have high H). This study supports the perspectives that applying complexity theory tenets and asymmetric case-level outcome algorithms are useful for generalizable theory construction, empirical confirmation, and insightful information for enacting national policies that will increase national QOL and happiness.

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Perignon. The study identifies how a younger corporate brand appropriates an older product brand's heritage. Results contribute to a better understanding of the induction of omni-temporality, and of the development of a corporate heritage brand. They pave the way for a meritocratic view of corporate heritage as a status that can be acquired through managerial work.

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and therefore a better deliverance of the firm to the outside. This paper explores if internal branding is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee¿s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee¿s commitment increases with internal branding, and the lack of strategy alignment in companies that don¿t use internal branding.

Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápida y frecuente con las marcas. Mediante el estudio de las percepciones que tienen los millennials sobre Zara, H&M, Louis Vuitton y Gucci se busca conocer el posicionamiento de cada una de estas marcas entre el target seleccionado, los millennials españoles, así como también comprender la posición que ocupan entre los millennials. Se observa una asociación moderada entre atributos y marca y un alto grado de reconocimiento y notoriedad.

This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of controllable marketing factors is necessary as the socio-economic evolution must be considered in a business application model. The article explains the reviews the new p¿s and the state of science and proposes new dimensions for strategic decision making in marketing departments and organizations. The proposed model or enlarged P model is composed of 42 variables (4x4=16p) : product, positioning, people, pricing, perceptions, purchase process, prevention, profitability, perdurable, patents, past of time, product life cycle, popularity, promotion, partners, place.

This paper aims to analyze the activity of the three biggest movie studios in social media, 20th Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that will be discussed. We have focused in different parts of each Social Media since, we think, each one is designed to fulfill one specific aspect, for example create discussions or just present a piece of work or trailer in our case. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between movie studios impact and social media in terms of posts and comments. YouTube is the main social media for movie studios companies.

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content-OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups-two luxury fashion groups (Kering Group and Moet Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H & M Group and Intidex)-are compared. In addition, all of the e-commerce operations of the groups' fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands' e-commerce operations, which are precisely the web pages most visited by consumers.</p>

Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges

Purpose This precis on recent service breakdown prevention (SBP) theory and research advocates innovation organizational leadership and actions via business-to-organization (B-to-O) training focusing on how to manage face-to-face server-client encounters by designing/engaging in effective processes to achieve highly desirable outcomes. This research note advocates the use of role-playing training in experiencing simulated disastrous processes and how-to-avoid such outcomes. Focus This research note builds and extends prior research on "broadening the concept of marketing" to organizational-client contexts beyond retail store setting, telephone, and website-e-mail interactions by recognizing and adopting B-to-O-to-C frontline engagement in server-client interactions - where "B" includes effective trainers/firms helping organizations (O) (e.g. police departments) to SBP tools with civilians (C). The research note briefly reviews available (numerous) videos of uninformed frontline services attempting to enforce unlawful procedures and bad organizational policies with highly knowledgeable clients (e.g. bodycam videos of servers offering unsolicited help and by "first amendment auditors"). "Client" is used broadly here to include consumers and citizens performing naturally occurring "normal" acts and legal acts appearing unusual to servers, as well as consumers engaging in purchasing/returning products and services. Recommendations This research note points out the general absence of scholarly research in relevant literature comparing the effectiveness of alternative training program designs focusing on delivering high-quality serving. Managerial implications The research note here provides clues on how to move forward in providing effective training of both high-quality service and decreasing bad service practices - by first recognizing that these two objectives have asymmetrically different configurations of causes.