Andrea Pérez

Andrea Pérez
Universidad de Cantabria | UNICAN · Department of Business Administration

Doctor of Business Administration

About

96
Publications
71,656
Reads
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2,671
Citations
Introduction
Associate Professor teaching in the areas of strategic marketing and distribution channels. Her research interests focus on CSR, consumer behavior and corporate marketing in the banking and tourism industries. She has published more than seventy articles in international journals of recognized prestige. She has held research stays at the Center for Business Ethics (Bentley University, USA), the Center for Business, Organizations and Society (University of Bath, UK), etc
Additional affiliations
September 2006 - present
University of Cantabria
Position
  • Lecturer
Education
September 2012 - June 2013
UNED and Universitat Jaume I
Field of study
  • Sustainability and Corporate Social Responsibility.
January 2007 - September 2011
University of Cantabria
Field of study
  • Marketing
September 2002 - September 2006
University of Cantabria
Field of study
  • Marketing

Publications

Publications (96)
Book
The COVID-19 global pandemic has had a profound impact on the global business community. Amidst the ongoing crisis, countries around the world are opening up again to a business world in which both consumer behaviors and company practices have started to change. Numerous companies are using corporate social responsibility to demonstrate their commi...
Chapter
Despite the increasing research in the field of social entrepreneurship (SE), unfortunately there is not yet consensus on its conceptualization. The main points of disagreement are related to the business mission and to the source of income. Based on these two dimensions and a bottom-up approach, this chapter contributes to previous literature by p...
Chapter
This chapter explores the role that the private sector assumes in promoting sustainable development and fighting economic, social, and environmental international challenges by working on the United Nations Sustainable Development Goals. From a theoretical approach, the chapter provides a literature review on business strategies (i.e., corporate so...
Article
Purpose Although interest in sustainability within the fashion apparel industry has increased over the last decade, ethical fashion remains a minority trend due to low consumer awareness and consumption behaviour. The aim of the paper is to explore empirically the relationships between general consumer support for ethical fashion, buying intention...
Article
Purpose The paper aims to provide empirical evidence on whether the identification of the teacher as a role model is truly a key factor in improving students' entrepreneurial competencies and intention. Design/methodology/approach Data were obtained from a survey of 387 university students enrolled in an entrepreneurship course, who were asked to...
Research Proposal
Full-text available
Social business and social entrepreneurship are increasingly important for economic development policies because they create social and economic values. Their contribution to the development of countries is based on their ability to create employment, especially for the disadvantaged segments of society, or their contribution to innovation and the...
Research Proposal
Full-text available
Dear colleagues, The COVID-19 global pandemic has had a profound impact on the global business community. Amidst the ongoing crisis, countries around the world are opening up again to a business world in which both consumer behaviors and company practices have started to change. Consumer behavior is being driven by new personal circumstances, such...
Article
Purpose The clothing industry is one of the most polluting industries in the world, although manufacturers and retailers are trying to revert this tendency by applying ethical fashion principles. Drawing on the knowledge–attitude–behavior (KAB) model or practice, this study aims to predict Chinese consumers' purchase intention of ethical fashion by...
Article
Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online su...
Article
In the context of corporate social responsibility (CSR) communication, we explore whether consumer perceptions and responses differ when the message content is based on storytelling or exposition. The conceptual model that we propose in the article includes five attributes of CSR message content (i.e., issue importance, CSR impact, CSR motives, CSR...
Article
Full-text available
In a context of corporate social responsibility (CSR) communication, we explore whether the use of expositive versus narrative discourses interacts with the type of service commercialized by the company (utilitarian vs. hedonic) to determine consumer perceptions and responses to corporate communication. Our main proposal is that, as representative...
Article
The study examines the role of customer perceptions of CSR in improving customer loyalty by exploring its direct and mediated effects through service quality, customer satisfaction, corporate image and corporate reputation in a cross-country setting. Data from Pakistan, China, and Italy was collected through surveys to explore customers’ hotel expe...
Article
Purpose In this paper, literature regarding the definition and classification of entrepreneurship competencies is revised and areas of improvement are identified. Based on this literature review, the paper proposes the theoretical Model of Teachable Entrepreneurship Competencies (M-TEC) that is also tested empirically. Design/methodology/approach...
Article
Purpose Based on the premises of the institutional theory, in this paper, we explore the effects that the media coverage of positive and negative Corporate Social Responsibility (CSR) news have on the stock market value of companies in diverse industries. Design/methodology/approach Using a sample of 195 online articles published in the most impor...
Article
Purpose This paper explores how companies can improve consumer attitudes towards corporate social responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the mediating role of message authenticity betwee...
Article
Full-text available
Purpose The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM...
Article
Full-text available
Research on social entrepreneurship (SE) has increased exponentially during the past decade. Even though this social phenomenon has aroused the interest of researchers, many aspects have not yet been fully studied. In this study, the goal is to analyze how the factors that define the behavior of social entrepreneurs are affected by the perception t...
Article
El análisis de la literatura especializada en la educación empresarial permite ver las dudas existentes en torno a su validez y la dificultad de comparación y generalización de los resultados obtenidos por las investigaciones previas sobre esta educación, al no existir un consenso en su definición y terminología. Por tanto, el objetivo de este trab...
Article
This research explores the effects that media coverage of corporate social responsibility (CSR) news related to investor, customer, employee and community issues has on the market value of Spanish banks, measured as the impact generated in abnormal returns for these companies. We use an event study with a sample of 190 positive CSR articles publish...
Article
Promoting entrepreneurship to stimulate economic development and employment generation is increasingly important. In this sense, entrepreneurship education is considered a key instrument to increase entrepreneurial intentions. Several studies have focused on the ‘what’ and ‘why’ questions, but ‘who’ should teach is still an under-researched topic....
Article
Purpose The purpose of this study explores the effects that media coverage of corporate social responsibility (CSR) news related to primary stakeholders (e.g. customers, employees and investors) and secondary stakeholders (e.g. community) have on the market value of companies, measured as the impact generated in the positive and negative abnormal r...
Technical Report
Full-text available
La población española involucrada en negocios que se encuentran en fases iniciales del proceso emprendedor vuelve a aumentar ligeramente en el último año, manteniendo así los niveles de participación por encima del umbral de seis personas emprendedoras en fase inicial por cada cien personas de la población adulta. De acuerdo con el indicador de ac...
Article
Full-text available
Purpose International restaurant and fast food chains such as KFC, McDonald’s and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose of this paper is to identify the factors that most influence the product judgements of halal food amongst non-Muslim consumers in non-Muslim countries and to assess the ext...
Article
Full-text available
Purpose The purpose of this paper is to provide an integrative theoretical framework that advances the underdeveloped stream of research that analyses how message authenticity influences the persuasiveness of corporate social responsibility (CSR) communication. Design/methodology/approach Theoretical and empirical literature on authenticity is rev...
Article
Full-text available
This paper explores a causal model, using Structural Equation Modelling (SEM), in order to understand how the perceived effectiveness of ‘flipped classroom’ and students’ satisfaction with this technique can be affected by students’ engagement in ‘flipped classroom’ activities as well as the complexity and task orientation of such activities. The f...
Chapter
The present case study focuses on the application of social marketing principles to the promotion of blood donation. In this regard, many lives depend on the availability of safe blood supplies for transfusions and medical procedures, and the voluntary contribution of people is key to the success of the blood donation system. Specifically, we intro...
Article
Full-text available
Purpose Based on a review of previous literature that revealed a gap in the measurement of corporate social responsibility (CSR) from a customer perspective. The purpose of this study is to propose a multi-dimensional scale to measure customer perceptions of CSR. Design/methodology/approach Using a systematic development process, the scale items...
Article
Full-text available
CSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions – in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour – to CSR advertisements of financial entities with different social reputations....
Article
Considering host communities as brands in the eyes of local people, our study examines how resident attitudes towards tourism and tourists are influenced by two brand factors: (a) equity perceptions related to their communities (i.e., brand equity) and (b) identification with their communities (i.e., brand identification). Our empirical results ind...
Article
Full-text available
In this article, we propose and empirically test a causal model to understand how consumer social orientation, the credibility of nonprofit organizations, the perceptions of fair trade products, and the attitudes toward the fair trade brand interact and affect the buying intentions of fair trade products in a sample of 292 Spanish consumers. The fi...
Article
Full-text available
This article presents the findings of a theoretically driven content analysis of the coverage of corporate social responsibility by Expansión, the leading Spanish business journal, in a 1-year time frame. The goal of the article is to help companies understand how they can take advantage of media coverage of CSR by identifying the major stakeholder...
Article
The authors focus on the ethical consumption and propose a model of buying intention of fair trade products, including the utilities of the fair trade generic brand as direct determinants. The authors measure the functional and symbolic utilities provided by this brand, together with the attitude towards the commercialising organisations, consumer...
Article
In order to satisfy the Muslim market segment, many restaurant and fast food companies in Western countries have standardised their products by switching to halal. The purpose of this research is to discover the extent to which non-Muslim consumers in non-Muslim countries experience cognitive dissonance when they think about restaurants and fast fo...
Article
Full-text available
Despite companies' wishes to publicise their corporate social responsibility (CSR) activities, communication remains a challenge. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitude towards a CSR advertisement in the financial sector. Specifically, we designed a causal model, which inclu...
Article
The authors propose and empirically test a causal model to understand how the availability of fair-trade information and consumer knowledge about this issue affect consumers’ attitudes and intentions toward fair-trade products. The model is built upon the attitude-behavior paradigm and the premises of agency theory. It is tested through structural...
Article
Full-text available
Purpose Based on the principles of stakeholder theory, the purpose of this paper is to explore the relationship between the information reported to stakeholders in corporate social responsibility (CSR) reports and companies’ CSR reputation (CSRR). Design/methodology/approach The paper implements two regression models to test how reporting to stake...
Article
Full-text available
Purpose Supported by the principles of the legitimacy theory, the purpose of this paper is to explore the relationship that exists between the information quality of the corporate social responsibility (CSR) reporting provided by the most liquid companies operating in the Spanish Stock Market and their corporate reputation. Design/methodology/appr...
Article
Full-text available
Purpose The purpose of this paper is to explore the moderating role of six personal traits in a causal model to study how customers’ perceptions of corporate social responsibility (CSR) influence their affective and behavioural responses to companies. Design/methodology/approach A structural equation model is tested in a sample of 1,124 banking...
Chapter
Full-text available
El enfoque basado en competencias es cada vez un medio más común para estudiar las características esenciales de los buenos emprendedores. Concretamente, si lo que se busca es la creación de empresas, entonces las competencias que han de desarrollarse son las de emprendimiento, cuya enseñanza y fomento conducen a la mejora de aspectos tales como la...
Article
Full-text available
Purpose – Based on the principles of the stakeholder management theory, the purpose of this paper is to explore customers’ multidimensional perceptions of both banking companies and the corporate social responsibility (CSR) orientations of these companies. The paper also explores how these multidimensional perceptions affect customer identification...
Article
Purpose This study aims to investigate the main and interactive effects of three employee attributes, namely, employee friendliness, helpfulness and respectfulness, on customer satisfaction in Mainland China. Design/methodology/approach A 2 × 2 × 2 between-subjects experimental design enabled an eight-scenario study depicting a service experience...
Article
Full-text available
El comercio justo ha experimentado un crecimiento de ventas progresivo en los últimos años, si bien aún sigue representando una cuota de mercado pequeña en comparación con el comercio tradicional. A fin de ayudar a las organizaciones promotoras y comercializadoras de este tipo de productos a incrementar su presencia en el mercado, en este trabajo s...
Article
Full-text available
Purpose – The purpose of this paper is to apply a thoroughly tested model to the study of how corporate social responsibility (CSR) perceptions impact customers’ affective and behavioural responses in the banking industry. As a contribution to the previous literature, the moderating role of the type of company (savings banks vs. commercial banks) i...
Article
Full-text available
The authors describe the intensity and orientation of the corporate social responsibility (CSR) reporting in four Spanish industries and explore the relationship that exists between both concepts and an independent measurement of reputation for CSR (CSRR). The results demonstrate that the CSR reporting is especially relevant and useful in the finan...
Article
Full-text available
The aim of the authors in this paper is to analyse the online corporate social responsibility (CSR) communication of hospitality companies in Spain by applying a theoretical framework that integrates two major perspectives used in the study of CSR in the tourism industry: sustainable development and stakeholder theories. The findings show that the...
Article
Full-text available
Purpose – The purpose of this paper is to first, propose a causal model to understand the process of corporate social responsibility (CSR) perception formation among customers; and second, identify differences among innovative and conservative customers in that process. Design/methodology/approach – A structural equation model is tested in a sampl...
Article
Full-text available
Purpose – The purpose of this paper is twofold: to empirically analyse how customer corporate social responsibility (CSR) perceptions impact on the perceived service quality (PSQ)-loyalty relationship in the banking industry of Pakistan; and to evaluate the mediating role of customer trust in that model. Design/methodology/approach – Based on a...
Article
Full-text available
The authors analyse the role that collectivism and novelty seeking play in the formation process of corporate social responsibility (CSR) image in the Spanish banking industry. Two multisampling analyses of a structural equation model are performed on a sample of 1124 customers. The findings of the article allow the authors to anticipate CSR image...
Article
Full-text available
Purpose – The aim of the authors of this paper is to propose a cognitive – affective – conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and behavioural (recommendation and repurchase) responses in the...
Article
Full-text available
Purpose – The purpose of this paper is to provide a literature review of the underdeveloped stream of research that analyses corporate reputation as an outcome of corporate social responsibility (CSR) reporting. Design/methodology/approach – The author systematically reviews the theoretical and empirical literature on the CSR reporting-reputation...
Article
Full-text available
The purpose of the authors in this paper is twofold. First, we aim to broaden the scope of analysis in the CSR-customer domain by testing the multidimensionality of CSR perceptions. We also define the role of CSR coherence, corporate altruism, expertise and trustworthiness in the formation of customer CSR perceptions. Results demonstrate that both...
Article
Full-text available
Recently, organizational identity is being given more attention than ever before in the business world. This notion has grown substantially in importance in the hospitality industry. Facing increased competition, hospitality companies are driven to project a positive image to their stakeholders. Therefore, these organizations have begun to develop...
Article
Full-text available
This paper explores the sustainability reporting of 170 hospitality companies from a SD-SRM approach. The purpose of the study is to ascertain the information that companies disclose in accordance with the sustainable development (SD) and the stakeholder relations management (SRM) theories and to identify the areas for improvement in the management...
Article
Full-text available
Purpose This paper investigates the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry. Design/methodology/approach A reflective structural equations model was developed to test the research hypothesis. The study was tested using data collected from a sample of Spanish consumers who assessed the top...
Article
Full-text available
The authors present a theoretical framework, the sustainable development–stakeholder relations management (SD–SRM) approach, which can help scholars and practitioners to easily evaluate the implementation of corporate sustainability in the hospitality sector. The SD–SRM approach is based on the ideas of the sustainable development and stakeholder r...
Article
Full-text available
This paper discusses the formation process of CSR images from a customer perspective. It analyses the influence of company-CSR coherence, motivational attribution and corporate credibility in the way customers evaluate CSR images in the banking industry. It also describes the impact of customer gender, age and educational level on the formation of...
Article
Full-text available
The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies. Accordingly, the correct understanding of these three concepts is a basic pre-requisite for the companies interested in managing their businesses in acco...
Article
Full-text available
Purpose – The purpose of this paper is to examine customer corporate social responsibility (CSR) expectations in the crisis context of the Spanish banking industry. The paper also takes into consideration the role that corporate governance structure plays in customer CSR expectations. Design/methodology/approach – Analysing 648 customers of saving...
Article
Full-text available
Because previous scholars have offered few comprehensive models to understand the benefits of corporate social responsibility image in terms of customer behaviour, the authors of this paper propose a hierarchy of effects model to study how customer perceptions of the social responsibility of companies influence customer affective and conative respo...
Article
Full-text available
Purpose – This paper provides a comprehensive and integrative review of academic literature analyzing identity in business. The literature review proposed by the authors helps clearing up theoretical and practical understanding of this concept. Design/methodology/approach – A review of existing literature in organizational behavior and marketing fi...
Article
Full-text available
This study examines the influence of individuals' values and lifestyles on the use of information and communication technologies. In particular, an adaptation of the VALS scale to the Spanish case is carried out and the influence of the identified values in the acceptance of information and communication technologies that are in different stages of...
Chapter
Full-text available
In order to understand the role that CSR currently plays in the banking industry, two studies are carried out among banking institutions and banking service users in a Southern European country. Study 1 is a multiple case study where the role of CSR on corporate identity is analysed. Study 2 includes the results of an empirical research among 1,124...
Article
Full-text available
Las prácticas de responsabilidad social empresarial han ido adquiriendo en los últimos años una gran notoriedad, tanto en el ámbito empresarial como académico y social. Sin embargo, desde un punto de vista económico, académicos y empresarios aún no se han puesto de acuerdo sobre los beneficios que reporta para las propias empresas la aplicación de...
Article
Full-text available
Although research on the corporate social responsibility (CSR) dimension of corporate image has notably increased in recent years, the definition and measurement of the concept for academic purposes still concern researchers. In this article, literature regarding the measurement of CSR image from a customer viewpoint is revised and areas of improve...
Article
Full-text available
The authors of this paper introduce three customer demographic features (age, gender, and educational level) and three psychological traits (support, collectivism, and novelty seeking) as moderators in a classic model to better explain the formation process of corporate social responsibility (CSR) perceptions. The results of the paper can assist CS...
Conference Paper
El presente estudio examina el efecto mediador de la identificación del consumidor con la empresa (identificación C-E) en los efectos de la Responsabilidad Social Corporativa (RSC) sobre la lealtad del consumidor. Para ello se llevó a cabo un estudio basado en encuestas personales realizadas a un grupo de consumidores y se diseño un modelo de ecuac...
Conference Paper
Este trabajo presenta un estudio exploratorio que analiza aspectos relativos a la responsabilidad social corporativa (RSC) en la industria hotelera para difundir así buenas prácticas. A través de una investigación cualitativa basada en un estudio ilustrativo se revela que Meliá Hotels International (MHI) ―empresa líder en el sector con presencia en...
Article
Full-text available
In this article, the authors aim to clarify the process that leads customers to form a certain corporate social responsibility (CSR) image of their banking service providers. The authors analyze whether the proposals of associative learning theory, attribution theory, and persuasive communication are adequate to anticipate CSR image in a banking se...
Article
Full-text available
The authors of this paper carry out two studies to determine whether customer support for corporate social responsibility (CSR support) influences the way customers form their perceptions of CSR practices in the banking industry. Study 1 consists of a cluster analysis which provides information about four customer groups classified according to the...