Alfredo Guzmán Rincón

Reputation, Identity, and Symbolic Defence The Role of the Consumer in Digital Brand Crises – The Frisby Case

In digital ecosystems, brand crises have become arenas for spontaneous consumer activism beyond corporate control. This study examines the emotional and symbolic responses of Instagram users to the trademark dispute between Frisby Colombia…

Determinant variables in the responsible consumption of artificial intelligence (AI) from the perspective of non-specialized users in Colombia

Purpose: This study analyses the determinant variables influencing responsible AI consumption from the perspective of non-specialised users in Colombia. Given the increasing adoption of AI across various sectors, understanding how sustaina…

Scenario analysis for the sustainability of entrepreneurship ecosystems from the dynamic performance management approach: the case of SMEs in Peru

Purpose: This study aims to analyze scenarios that could reconfigure the entrepreneurship ecosystem (EE) of small and medium-sized enterprises (SMEs) in Peru through the application of the dynamic performance management (DPM) approach. Thi…

Organisational characteristics and student dropout dynamics in technical and vocational higher education: a Forrester-based simulation study

Introduction: Student dropout in technical and vocational higher education (TVHE) is commonly explained through individual or socioeconomic variables, relegating the structural role of organisational characteristics to the background. This…

Analysis of repurchase intention in online channels among the Centennial generation: The impact of satisfaction, website reputation, and word of mouth (WOM)

Satisfaction, website reputation, and word of mouth (WOM) are widely recognised as key drivers of consumer behaviour in digital commerce; however, their combined effects on repurchase intention remain underexplored, particularly among youn…

Narratives of Latin American Immigrant Media in Spain

Spain is a leading destination for migrants within the European Union, particularly from Latin America due to shared language and cultural proximity. The growth of the Latin American population has fostered the rise of ethnic media, coexis…

From Barcelona to Comillas Gaudí’s Legacy in the Cantabria Brand

Gaudí’s 2026 Centenary offers an opportunity to reconsider the territorial reach of his legacy. Although public, academic and cultural narratives construct a Barcelona-centred canon that often eclipses his works outside Catalonia, this stu…

Deserción en la educación superior rural: modelo conceptual desde la perspectiva de la gestión dinámica del desempeño

Towards Comprehensive Education: Key Strategies to Enhance the Student Experience in Colombia

The student experience in higher education is a crucial factor influencing learning quality and academic success. This study employs hierarchical clustering analysis to group students based on their perceptions of various aspects of their …

Uso de las Redes Sociales en el Ámbito Educativo y Organizacional

Producto de divulgación pública de la ciencia titulado "Uso de las Redes Sociales en el Ámbito Educativo y Organizacional" desarrollado por Alfredo Guzmán Rincón en el marco de las actividades de apropiación social del conocimiento de Red …

El método semiótico aplicado a la investigación de mercados.

Producto de divulgación pública de la ciencia titulado "El método semiótico aplicado a la investigación de mercados." desarrollado por Alfredo Guzmán Rincón en el marco de las actividades de apropiación social del conocimiento de Red Summa…

Online Repurchase Intention Among Colombian University Students: A TPB-Based Model Using Structural Equation Modeling

E-commerce has rapidly evolved into a dominant force in Latin American markets, reshaping how young consumers engage with digital platforms. Despite this growth, empirical models explaining repurchase intention remain limited and theoretic…