Paola Andrea Ortíz Rendón

Business, Management and Accounting · Social Sciences

4h-index78citations19works2.02yr avg
OpenAlex↗ORCID↗Google Scholar↗

Accepting Students?

No reports yet. Know if this professor is taking students?

Research Topics

Customer Service Quality and Loyalty(4), Advertising and Communication Studies(4), Management and Marketing Education(3), Media and Digital Communication(3), Consumer Behavior in Brand Consumption and Identification(2)

Publications19 total

Role of capability and professional marketing control in business results
International Journal of Management and Decision Making·2025
Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia
Heliyon·2024· 6 citedOpen Access
EVALUATION OF THE POSITIONING OF THE UNIVERSITY BRAND: MEASUREMENT OF THE DIMENSIONS IN ACCREDITED UNIVERSITIES
International Journal of Management in Education·2024
Evaluation of the positioning of the university brand: measurement of the dimensions in accredited universities
International Journal of Management in Education·2024· 2 cited
The informal role of marketing control systems
European Journal of Management and Business Economics·2023Open Access
Sustainability Evaluation: Measurement of Dimensions in Accredited Universities in a Developing Country
International Journal of Membrane Science and Technology·2023· 4 citedOpen Access
Exploring marketing control mechanisms from a strategy perspective
Marketing Intelligence & Planning·2022· 4 cited
The influence of formal and informal control on market and financial results
Spanish Journal of Marketing - ESIC·2021· 5 citedOpen Access
Adoption of E-commerce in SMEs: the Colombian Case
Journal of Telecommunications and the Digital Economy·2021· 18 citedOpen Access
Measuring methods and advertisement planning: Uses of IMC
ENTRAMADO·2020· 1 citedOpen Access
A Study of Cognitive Results in Marketing and Finance Students
Simulation & Gaming·2020· 2 cited
Aprendizaje basado en juegos formativos: caso Universidad en Colombia
Revista Electrónica de Investigación Educativa·2019· 27 citedOpen Access
Aprendizaje significativo a partir de un juego de simulación
Escenarios: empresa y territorio·2018
Hotel Ethical Behavior and Tourist Origin as Determinants of Satisfaction
Journal of Environmental Management and Tourism·2017· 3 cited
Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
University of Medellín Journals (University of Medellín)·2017· 2 citedOpen Access
Netnography, an etnographic model in the digital era
2017
Eficacia de la publicidad en televisión: evidencia desde la investigación académica
Escenarios empresa y territorio·2017· 2 citedOpen Access
La Netnografía como fuente de inspiración estratégica para el turismo
Cuadernos Latinoamericanos de Administración·2015· 2 citedOpen Access
Modelo netnografico para analizar la información generada en las redes sociales virtuales
2014

Frequent Co-authors

Javier A. Sánchez-Torres(5), Luz Alexandra Montoya Restrepo(4), Johnatan Castro Gómez(3), José Luis Munuera Alemán(2), William Camilo Sánchez-Torres(2), William Camilo Sánchez Torres(2), Óscar Alonso Vélez Rojas(1), Sandra Milena Palacio López(1), Yuri Lorene Hernández Fernández(1), Luisa Fernanda Gaviria Martínez(1), Sandra Patricia Rojas Berrío(1), Johnatan Castro-Gómez(1), Daniel Espinosa Sáez(1), José‐Luis Munuera‐Alemán(1), Alexander Zúñiga-Collazos(1), Laura Isabel Moreno López(1), Jose-Luis Munuera-Alemán(1), Luisa Fernanda Gaviria-Martinez(1), Vanesa Sanguino García(1), José Luís Munuera‐Alemán(1)