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González-Cavazos, Beatriz Adriana

Email

bettygonzalez@tec.mx

Campus

Campus Monterrey, Business School

Administration and Business Management, General.
Finance, General.
Marketing / Marketing Administration, General.

Co-author Network

González-Cavazos, Beatriz Adriana

Overview

No overview

Overview
Publications
Teaching
Background
Contact
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Overview

authors

González-Cavazos, Beatriz Adriana
González-Cavazos, Beatriz Adriana
González-Cavazos, Beatriz Adriana
González-Cavazos, Beatriz Adriana
González-Cavazos, Beatriz Adriana
González-Cavazos, Beatriz Adriana

Publications

selected publications

academic article in scopus
- The Nostalgia Effect on Brands Across Gen X and Gen Z. Journal of Global Marketing. 2025
- The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local. Journal of Global Marketing. 2023
- Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence. Young Consumers. 24:253-271. 2023
- Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics. 8:203-223. 2020
book in scopus
- Connecting with the past: How brands use nostalgia to engage with customers on social networks 2024
book
- MEP Modalidad de Experiencia Profesional

Teaching

teaching activities

Analytics and Advanced Market Intelligence
Final Stage Assessment - LIT
Workshop: Preparation for Final Exams (LEM)
Workshop: Preparation for Final Exams (LEM)

Background

education and training

Degree in marketing, Tecnológico de Monterrey
Master of Finance, Tecnológico de Monterrey
Master's Degree in Business Administration, Tecnológico de Monterrey
PhD in Administrative Sciences, Sede EGADE Business School, Santa Fe

Contact

full name

Beatriz Adriana González Cavazos

located in facility

Campus Monterrey

webpage

Orcid

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