Francisco Javier Villarroel Ordenes

Themes:

1) Application of Large Language Models (LLM's) and AI in Brand Management (see: Hartmann, Jochen, Yannick Exner, and Samuel Domdey. "The power of generative marketing: Can generative AI create superhuman visual marketing content?." (2024))

2) Video and Audio Content in Marketing Communication (see: Wang, Xin, Neil Bendle, and Yinjie Pan. "Beyond text: Marketing strategy in a world turned upside down." Journal of the Academy of Marketing Science (2024): 1-16.)

3)Implications of Brand Logos on consumer attitude and behaviors (see: Raffaelli, Carolina, Elena Bocchi, Zachary Estes, and James S. Adelman. "BRAND: Brand recognition and attitude norms database." Behavior Research Methods 57, no. 1 (2025): 1-26. FOCUS ON PAGE 4)

Preferred Methods: Secondary field data analysis through text mining and regression models. Experimental methods (ANOVA, Moderation, Mediation).