Jaime Romero

• PhD
• Professor (Full) at Autonomous University of Madrid

Artificial intelligence (AI) is reshaping consumer interaction with brands, but little is known about how brands can implement AI tools effectively. Drawing on consumer uniqueness and self‐construal theories, the authors examine the implementation of branded AI tools and their influence on consumers' experience, sense of uniqueness, and spending be...

The use of artificial intelligence‐based devices, such as smart speakers, is rising infrontline services, as such devices can perform several tasks for customers.However, little is known about customer responses to interactions with smartspeakers that occur during service encounters. This research encompasses threestudies intended to enhance our cu...

Purpose – Previous research into online reviews in the hospitality industry has focused mainly on big companies, thus it is not yet known whether its findings apply also to SMEs, the most abundant in the sector. Focusing on online reviews in the hospitality sector, the present study analyses whether firm size moderates the relationship between onli...

Purpose – The usage of robot waiters in the hospitality industry is growing, thus increasing the number of human–robot interactions in frontline services. Focusing on robot waiters in restaurants, this study proposes the SC-PO-CR model, while examining the association between social cognition, psychological ownership, robot anthropomorphism, and cu...

As service brands need to find new methods to overcome consumers' distrust of physical spaces in the post-COVID-19 era, we explore how niche and mass service brands can recover their experiential value through perceptions of coolness. In three studies, we evaluate service brand coolness and its consequences for communal brand connection and loyalty...

Las centraLes de compra en españa y su impacto en La competencia en Los mercados regionaLes Las centrales de compra en España y su impacto en la competencia en los mercados regionales Resumen: En este trabajo se señala el papel que desempeñan los supermercados regionales de menor tamaño, que llegan a posiciones de liderazgo en sus territorios y com...

Purpose COVID-19 is expected to enhance hospitality robotization because frontline robots facilitate social distancing, lowering contagion risk. Investing in frontline robots emerges as a solution to recover customer trust and encourage demand. However, we ignore how customers perceive these initiatives and, therefore, their efficacy. Focusing on r...

The relevance of smart speakers is steadily increasing, allowing users perform several daily tasks. From a commercial perspective, smart speakers also provide recommendations of products and services that may influence the consumer decision-making process. However, previous studies have mainly focused on the adoption of smart speakers, but there is...

Abstract Purpose Online reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online r...

Consumers of luxury brands have been described as seekers of products that can offer a signaling value to present to others but also a value for their self-concepts in an existentialist spirit potentially linked to being “cool or not.” Prior studies have conceptualized brand coolness and evaluated its impact on consumer responses to brands. However...

Firm value is a powerful metric for assessing advertising managers’ performance: investors evaluate advertising decisions and incorporate their evaluations in the stock price, thus influencing the company’s value in the stock markets. Previous studies have analysed the impact of some advertising decisions on investors, namely, the advertising expen...

Purpose Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth. Design/methodology/approach This paper proposes a research model that is tested...

Conventional globalization theory holds that regional economic integration will precede price standardization across participating countries due to the increased buying power of large retail groups and parallel imports. The resulting price corridor should merely reflect differences in logistic costs and short-term local competitive actions. Yet, th...

Conventional globalization theory states that regional economic integration will precede price standardization across participating countries due to the increased buying power of large retail groups and parallel imports. The resulting price corridor should merely reflect differences in logistic costs and short-term, local competitive actions. Yet,...

Companies need to enhance corporate performance by stimulating the links between stakeholder engagement, innovation, and co-creation. Previous literature lacks a systematic and integrative conceptualisation of these factors, limiting our understanding of how to leverage stakeholders in innovation and co-creation strategies. Based on a systematic li...

Positive online reviews elicit more positive consumer behaviors than negative reviews in the hospitality industry. However, several variables that influence information processing may affect this well-established link. The present study focuses on the moderating roles of brand familiarity and cultural values, as their influence remains unexplained...

Purpose Efficiency in retailing companies is mandatory for survival. Literature acknowledges external factors impact on efficiency. However, this impact remains understudied, as previous research typically focuses on managerial decisions. The purpose of this paper is to partially fill this gap by exploring the influence of external factors on reta...

Purpose Encouraging travelers to create value that benefits firms is of great relevance for companies that operate in online contexts. The purpose of this study is to investigate, focusing on online travel agencies, how monetary promotions (i.e. economic incentives) and non-monetary promotions (i.e. draws and contests) conducted through social med...

Customer engagement (CE) creates economic value for tourism firms. However, tourism companies still lack enough knowledge to properly measure CE and manage its drivers. We address this gap by proposing a behavioural CE measurement and by exploring some of the antecedents on this construct (relationship quality, rewards, company identification, self...

Customer engagement behaviors have received little attention in hospitality research. Previous research about their antecedents studies these behaviors isolatedly, out of the lens of customer engagement. This limits our understanding of the phenomenon and the managerial insights required to manage several customer engagement behaviors simultaneousl...

The benefits of solving problems have been widely acknowledged by literature. Its implementation in e–learning platforms can make easier its management and the learning process itself. However, its implementation can also become a very time–consuming task, particularly when the number of problems to generate is high. In this tutorial we describe a...

Selección de un modelo de relación entre brand equity y customer equity.

Modelo de relación entre Capital cliente y Capital de Marca

E-learning platforms are a powerful tool that provides substantial improvements in the academic performance of students in distance learning courses and constitute an important support for the acquisition of skills. This paper explores whether these advantages also apply in blended learning courses (Moodle platform), where face-to-face interactions...

Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies. These are metrics of marketing performance in the long term, as well as key factors in firm valuation processes. However, their relation has not been empirically analysed to date. This study explores the connection between br...

Customer engagement behavior (CEB) receives increasing attention from both academics and practitioners, as it represents one of the key customer profitability determinants. This study attempts to provide a holistic view of CEB by (1) proposing an instrument to measure CEB, and (2) its antecedents. Based on the existent literature, we conceptualize...

A study of 476 Spanish travelers found mixed interest and use for the many travel-related mobile internet services that are involved in planning and executing a trip. The findings indicate that these Spanish respondents can be classified into four segments based on the timing of using mobile apps for over a dozen activities involved in travel plann...

Customer lifetime value (CLV) measurement is challenging as it requires forecasting customers' future purchases. Existing stochastic CLV models for this purpose generally make the following assumptions: 1) purchase behavior of customers can be described by purchase frequency and the average monetary value of transactions, 2) customers keep the same...

The objective of this chapter is to identify a market maven segment among advergamers on a mobile-based social networking site (SNS). A real online campaign with a multiplayer game is designed for Procter & Gamble's Pringles, after which online surveys are conducted via mobile device. Finite mixture models are employed to identify clusters. The est...

Purpose This study aims to identify distinct online media user segments on the basis of three media theories, namely media displacement theory, media complementarity theory and media richness theory. Design/methodology/approach A large‐scale, mobile‐based web survey was conducted in Japan to assess behavioural variables (media time allocation, med...

Trade credit periods from providers constitute a key indicator of the market power of large retail groups in distribution channels. The current study uses a database of financial statements of retail and production firms to demonstrate that the legal measures established at the European level in general, and specifically in Spain, to fight delinque...

There is strong theoretical and empirical evidence supporting the idea that consumers seek functional features in products. These features are determined by the situations in which the consumer foresees the use of the products. Despite their influence, these situations have received little attention among marketing academics. Thus, we propose a cho...

This paper proposes a new methodological approach to identify market competitive structure, applying usage situation concept in positioning analysis. Dimensions used by consumer to classify products are identified using Correspondence Analysis and competitive groups are formed. Results are validated with Discriminant Analysi El trabajo propone un n...

This paper addresses the importance of environmental analysis that identifies factors influencing firms' internationalization process in emerging markets. The key determinant of sucessful marketing depends on whether firms can obtain relevant economic, demographic, and cultural information of the market, and how they can incorporate such informatio...

This paper analyses consumer perceptions with regard to the suitability of products to anticipated usage contexts, as well as their influence on purchase behaviour. Both elements are linked to managerial decisions through product design. To achieve this task two studies are conducted. The first applies correspondence analysis to judgmental data. Th...

Este trabajo estudia empíricamente la formación de los márgenes comerciales en los canales de distribución de productos frescos de alimentación. Concretamente, se contrasta un modelo dinámico para identificar y medir el efecto que ejercen sobre la evolución de los márgenes comerciales dos variables clave para los canales de distribución analizados,...

Tesis doctoral inédita. Universidad Autónoma de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Financiación e Investigación Comercial. Fecha de lectura: 23-07-03 Bibliogr.: p. 289-300