Concepedia

Rodrigo Guesalaga

RG

15

Publications

1.4K

Citations

14

H-Index

2008

Active since

Affiliations

Pontificia Universidad Católica de Chile(Current)

Cranfield University

University of Baltimore

Universidad de Los Andes, Chile

Rodrigo Guesalaga is an author at Pontificia Universidad Católica de Chile specializing in management, marketing, and business.

Top concepts

ManagementMarketingBusinessConsumer BehaviorConsumer ResearchCustomer SatisfactionCultureConsumer CultureBrandingCultural Diversity

Publications per year

2008–2021

15

Publications

15

The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media

Rodrigo Guesalaga · Industrial Marketing Management · 2015 · 270 citations

Customer Satisfaction, Online Customer Behavior, Social Media +11

The quest for the fortune at the bottom of the pyramid: potential and challenges

Dennis A. Pitta, Rodrigo Guesalaga, Pablo Marshall · Journal of Consumer Marketing · 2008 · 196 citations

Bop Segment, Management, Business +13

“How Do I Carry All This Now?” Understanding Consumer Resistance to Sustainability Interventions

Claudia Gonzalez‐Arcos, Alison M. Joubert, Daiane Scaraboto et al. · Journal of Marketing · 2021 · 168 citations

Sustainable Consumption, Sustainable Development, Consumer Research +22

Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers

Rodrigo Guesalaga, Pablo Marshall · Journal of Consumer Marketing · 2008 · 98 citations

Consumer Economics, International Economics, Socioeconomics +23

What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities

Rodrigo Guesalaga, Wesley J. Johnston · Industrial Marketing Management · 2010 · 85 citations

Accounting, Accounting Practice, Management +4

Rows per page

1–5 of 15