Diana Gavilan

Diana Gavilan
Complutense University of Madrid | UCM · Department of Management & Marketing

13.64
 · 
PhD Marketing and Communication

About

47
Publications
26,683
Reads
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171
Citations
Introduction
I'm interested in consumer behavior and communication. Specifically the influence of sensory stimuli in mental imagery and its further effect on communication. Also I'm interested in social influence through the web: ratings, reviews, recommendations. About methodology, I've use SEM, PLS and recently I'm using PROCESS.
Research Experience
November 2011 - present
Complutense University of Madrid
Position
  • Prof. Contratado Doctor

Publications

Publications (47)
Article
Objective: To determine and analyse the organisational approach adopted by Spanish rheumatologists to osteoporosis (OP) to define strategic priorities. Material and method: A group of experts designed a questionnaire on OP in the rheumatologist practice. The survey was sent to the Spanish Society of Rheumatology (SER) members. Through the Delphi...
Article
Full-text available
La finalidad de esta investigación es comprender y profundizar en cómo perciben las mujeres a las mujeres protagonistas de las series de ficción, qué efecto producen en ellas y el modo en que el discurso feminista influye en sus preferencias, actitud y juicios. Se utiliza una metodología exploratoria basada en focus groups y análisis de contenido q...
Article
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Online users' empowerment is an undeniable fact that has brought significant changes to the world of information. Society is becoming increasingly reliant on the online contributions shared by the users of social platforms. This paper focuses on the information provided by peers in movie-based online communities, in the form of numbers (ratings). G...
Article
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Ratings and reviews made by users on tourist accommodation sites now represent a form of social informational influence that has a great impact on decision-making. This research focuses on analyzing what contents are relevant during the first stage of the decision process when searching for accommodation. Specifically, how users integrate informati...
Article
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RESUMEN Las evaluaciones o puntuaciones numéricas y los comentarios hechos por usuarios en los sites de alojamientos turísticos representan actualmente una forma de influencia social informacional de gran impacto en la toma de decisiones. Esta investigación se centra en analizar qué contenidos son relevantes en la primera etapa del proceso d e sele...
Article
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Online film communities are social networks that promote the interaction between users interested in cinema. Through average ratings, verbal reviews and recommendations of films, content is generated capable of influencing the choice of users. Drawing from Filmaffinity case study, the largest Spanish-speaking film community, this paper analyzes the...
Poster
Full-text available
Introducción.-Los estudios de opinión sobre la percepción que el reumatólogo tiene de aspectos organizativos y de práctica asistencial en el campo de la osteoporosis (OP) pueden ser un sistema de detección de problemas asistenciales y un buen método para identificar de manera consensuada áreas de mejora en la Gestión Clínica y de la Calidad Total e...
Article
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Introduction: This research analyzes the phenomenon of price discrimination by gender and its presence in the field of personal care products, linking the construction of gender identity in the media with the supply of products aimed at men and women. Methodology: comparative analysis of the offer, products and prices of a sample of 1,504 products...
Article
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Introduction: One out of two packages of medicines sold in Europe is a non-prescription medicinal product. Research on consumer decisions in terms of health has traditionally been explained based on the Health Belief Model. However, no research we are aware of has investigated the purchasing of drugs with an aim of improving health. Objectives: Tes...
Chapter
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With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimi...
Poster
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A framework proposition of Employer Branding from Employee Perspective
Article
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The social role of television in the transmission of values in childhood and adolescence has been praised and criticized alike. Some studies indicate that child violence is highly motivated by the violent content that youngsters watch and learn from it. This fact is especially worrying when we hear of the increase in bullying in recent years. In th...
Article
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The goal of the present work is to analyze the use of social networks as a tool for social empowerment by Spanish university students, and their perception of the university as an institution that contributes to the formation of a critical and active citizenship, that provides them with the relevant digital competences. The literature review shows...
Article
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h i g h l i g h t s Experimental design to study the interaction of online ratings and reviews in the hospitality sector. Web users trust bad ratings more than good ratings. However, consumers tend to shortlist hotels with better ratings. Results suggest an asymmetric interaction between numerical ratings and number of reviews. Bad ratings are trus...
Conference Paper
Full-text available
The market of green products is increasing all over the world, especially in food category that shows a great demand for biologic and organics. The aim of this study is to better understand the why consumers buy organic products, more specifically environmental concern, health consciousness and age The empirical evidence is based on an online quest...
Article
Full-text available
Internet has shaken up the tourism sector from the point of view of the consumer and of the company. Information is currently abundant and accessible; the traveler is more technological and has become an influencer. Thereby, ratings and reviews made by anonymous users on hospitality websites represent a form of influence with great impact on decisi...
Article
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The aim of this paper is to explore and better understand purchase behaviour of ecological personal care products (shampoos, deodorants, soaps, cleansing gels), taking into account the influence of perceived risks. This study is quantitative and used an online structured questionnaire. In total there were 702 valid respondents, potentially environm...
Chapter
This paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the moderating effects produced by the type of touch...
Conference Paper
Full-text available
Cada día son más los consumidores que consultan las valoraciones numéricas online antes de tomar decisiones sobre hostelería. Estas valoraciones se presentan acompañadas del número de evaluadores. Sin embargo, es poco lo que sabemos sobre el papel moderador que desempeñan el número de evaluadores y la asimetría cuando se trata de valoraciones altas...
Article
Full-text available
This paper analyses the relationship between the consumer’s need for touch (NFT) and the channels used during search and purchase stages. The focus is the apparel and fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. The moderating effects produced by the type of touch (auto...
Conference Paper
Full-text available
Billions of messages are being shared every day thanks to the Internet and data connection. This research is aimed at shedding light in the understanding of message adoption in the online viral marketing context. We analyze the mediating role of arousal emotions in the relationship between message credibility and message adoption as well as the mod...
Article
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Apparel is considered to be a category where haptic cues play a key role in evaluating product properties, and yet the consumer buying process in said retail channel is hindered by restricted product experience and evaluation due to the intrinsic absence of haptic options. The current research seeks to gain deeper insights into the knowledge and un...
Chapter
There is growing evidence that private label brands have become more innovative (DelVecchio, 2001; Mintel, 2009). Private labels have been considered of special importance in recent years for retailer strategy and have clearly evolved through time. Private labels are becoming more sophisticated and are delivering a broader and more complex portfoli...
Article
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In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labour market. In this study, we develop and validate a multidimensional scale to measure the strength of an employee's affective commitment to...
Article
Changes that have occurred over the past few decades in retailing and in the health care sector—namely, a drastic reduction in drug profit-margins, and a more critical use of health services by patients—have created a scenario characterized by rising competitiveness. This new context is necessitating community pharmacies (hereafter, pharmacies) to...
Article
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The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial exper...
Article
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El presente artículo hace una completa revisión bibliográfica de lo que es la ultimísima extensión del fenómeno de las marcas: el employer branding, o lo que es lo mismo, la utilización de las marcas en el ámbito laboral y su aplicación a la gestión del talento en las compañías. Este planteamiento,-traducio al español como marca empleadora o estrat...
Article
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Private labels have experience extraordinary growth worldwide, reaching in Spain a market share close to 40%. Private labels have clearly evolved over time increasing the range, developing a more sophisticated portfolio and in many cases adopting innovation and quality improvement strategies. The objectives of this paper are: firstly to investigate...
Article
Full-text available
In the last two decades, the importance of the employee-company relationship has done nothing but increase. This fact has encouraged the application of marketing principals in human resources management by creating the theoretical body of employer branding, whose main objectives are to attract talent into the company and commit them to it. Diverse...
Conference Paper
Full-text available
Employer branding represents, from a firm´s perspective, its efforts to promote, both within and outside the firm, a clear vision of what makes it different and desirable as an employer. From the employee´s perspective, it also represents the way in which the brand is experienced by its existing workforce. Prior employer branding research from the...
Book
El marketing sensorial participa directamente en la experiencia de compra del consumidor, tanto en su comportamiento en tienda como en la imagen percibida de la enseña. Por medio de los sentidos se refuerzan los beneficios funcionales y emocionales, los valores y la personalidad de la enseña para hacerla más relevante y diferencial en mercados cada...
Article
Full-text available
Shopping malls have become real venues for leisure where consumers amuse themselves while shopping. Their aim is to provide customers a great experience during the shopping trip. In this paper we provide an overview of the existing literature on customer experience at the retailer level and we examine the relationship between the experience lived b...
Article
In today’s highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and for manufacturers. Whereas consumer theory has tr...
Article
This paper studies the influence of hedonic gratifications in timestyle, as a mediator variable in 'shopping'. Within the theoretical frame of the timestyle concept, we distinguish the cognitive structure – the meaning of time – and the operative structure – the use of time –. We include empirical evidence regarding the mediator role of the hedonic...
Article
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This work jointly encompasses a study of time-style and the hedonic motivations for the buying behavior of urban working women. Both these aspects have been previously studied individually in marketing literature. However, analyzing both simultaneously will help to better understand the shopping experience. By using one scale for time-styles and an...
Article
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La asociación de una marca a un deporte aporta ventajas como el conseguir valores emocionales, potenciar el liderazgo o incluso apropiarse de una historia que conlleve un valor añadido. Un juego limpio Una parte de nuestra personalidad queda explicada ante los demás por las actividades con las que se nos asocia
Article
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The investigation about waiting time always assumed its negative nature. In this study we explore chance of getting benefits by means of the relationship between waiting time and value: waiting time may increase value expectations, and value –based on previous experiences or as an expectation- may lead to a prediction of waiting and an increase of...
Article
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La investigación sobre esperas ha asumido el carácter siempre negativo de éstas. En este trabajo se exploran posibles efectos positivos basados en la relación entre espera y valor: la espera puede aumentar la expectativa de valor de una opción y el valor -ya sea percibido en experiencias anteriores, o esperado- puede conducir a que el sujeto presup...
Article
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Projects

Projects (6)
Project
To contribute to increase knowledge regarding green marketing and consumer behaviour towards green products