0000000000048324
AUTHOR
Marcelo Royo-vela
showing 16 related works from this author
Is IS Online Chatter Just Noise?: An Analysis of the Islamic State Strategic Communications
2020
The objective of this research is to analyze the potential use of strategic communication, and specifically, strategic brand management and online communications directed to a foreign target by the...
Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…
2016
ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …
Are Non-Special Dimensions of Proximity in Local Clusters Related? An Analysis of 99 European Clusters
2022
The destructive effects of industries on the environment are the most crucial reason for the need for firms’ proximity to developing innovative activities such as corporate sustainability. However, most prior efforts have focused on the role of different types of proximity in cluster performances, not the relationship among them. Therefore, this study intends to go one step back, discuss the inter-relationships between different types of proximity, and propose them in a conceptual model as the antecedents of corporate sustainability. These factors are known as the non-specific dimensions of proximity within local clusters: cognitive, organisational, institutional, and social, which received…
The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word‐of‐mouth advertising
2011
PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper intro…
Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement
2009
Abstract Excursions to small, rural villages rich with historical heritage and architectural harmony are popular in Spain and other similar countries. This study presents a conceptualization and definition of this sort of tourism in rural-cultural destinations. In addition, it introduces a combination of variables that define the image of the destination, the characteristics of these types of trips, and characteristics of the rural-cultural tourist. One of the main results of this qualitative and quantitative empirical research is that it identifies a set of variables that span the cognitive and affective components of tourism. These cognitive–affective components mainly address the towns' …
Segmentation of low-cost flights users at secondary airports
2010
Abstract Low-cost carrier services are important for many tourist destinations. However, there is little information about the characteristics of travellers using low-cost airlines, and their flight preferences. The typical segmentation of air travellers is business versus leisure travellers; and business versus tourist fares. We use segmentation analysis focusing on low-cost travellers’ valuations of various flight attributes and trip-related characteristics, most notably those related to destinations, based on a sample of foreign travellers who used Girona Airport, Spain.
A family life cycle model adapted to the Spanish environment
2001
Aims to demonstrate, from a marketing and market segmentation point of view, the need to adapt the construct of the family life cycle to the particular features of the Spanish social environment, given the obvious differences in the structure of Spanish households in relation to the USA. From this marketing and cross‐cultural approach, a review of the literature has been conducted on the evolution of the construct and the most significant models that have been arising as the outcome of that evolution. A new life cycle model has been designed reflecting these particular features. Also, on the basis of data taken from the Family Budgets Survey, the capacity of the adapted model has been analy…
Gender role portrayals and sexism in Spanish magazines
2007
PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.Design/methodology/approachContent analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.FindingsUse of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and wo…
Nature in malls: Effects of a natural environment on the cognitive image, emotional response, and behaviors of visitors
2019
This study aims to assess the role of a natural environment and its effects on the following components of attitudes: cognitive image, affective response, and behavioral intentions. Using a survey conducted among 292 mall visitors, this study also examines how the perception of the atmosphere in a mall can indirectly affect behavioral intentions. The findings confirm that the components of cognitive image, namely, appealingly design features, may positively influence affective responses at malls. Affective response also positively impacts the behavioral intention of a mall visitor. Affective response features were found to be more powerful than the cognitive image and natural atmosphere att…
Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage
2020
This is the continuation of a study based on the traditional image model of destination, formed by the constructions of cognition, emotion, and image. The objective is to study the model through a deconstruction in all forms through the application of neuroscience, a system of structural equations, virtual reality, and the Spanish architectural and cultural heritage as a stimulus. Variables were studied with an electroencephalogram through brain bioelectric wave responses, alpha and beta. The deconstruction of the image model consists of evaluating the hypotheses of the traditional image model of the destination in all its possible forms, giving rise to 3 models. Model 1. When cognition is …
Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions
2022
The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate repres…
Attraction factors of shopping centers: Effects of design and eco-natural environment on intention to visit
2017
Purpose People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers. Design/methodology/approach The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit. Findings Shopping centers are, by definition, spaces with a high level of design o…
Drone images versus terrain images in advertisements: Images’ verticality effects and the mediating role of mental simulation on attitude towards the…
2018
Over the past decade, new techniques have been developed to entice and persuade advertisement viewers. One technique, which has grown in popularity, is the use of drones to capture images within an...
Value co-creation process and measurement in 4.0 SMEs: An exploratory research in a B2B marketing innovation context
2021
The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR)…
Creating Shared Value: Exploration in an Entrepreneurial Ecosystem
2022
The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment in their business models, creating value for all stakeholders. We take the issue of shared value creation in an entrepreneurial ecosystem to determine how clustered companies understand and create shared value, identifying its antecedents and consequences. Using a single case study, we were able to identify that the entrepreneurial ecosystem become…
Unveiling Neuromarketing and Its Research Methodology
2022
Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. Th…