Javier Casanoves-Boix

Javier Casanoves-Boix
Universidad Internacional Valenciana | VIU · Department of Marketing

PhD in Marketing

About

14
Publications
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Introduction

Publications

Publications (14)
Article
Full-text available
This research was carried out to examine the role of digital marketing in the tourism sector. To this end, the main contributions in the literature related to the study of digital marketing and its application in the tourism sector were analyzed, identifying which variables determine digital marketing management in the airline industry. Once a suit...
Article
Full-text available
This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the var...
Article
Full-text available
This research was carried out to develop and validate a measurement scale to determine internal stakeholders’ perceptions of university brand capital by internal stakeholders. To this end, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which var...
Article
Full-text available
This research was carried out to analyse the role of web management in the tourism sector. For this purpose, the main contributions of the literature to the study of the digital economy and its application to the tourism sector were analysed, identifying which variables determine web management in the airline industry. Once the web management model...
Book
Full-text available
The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below. Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. Fro...
Article
Full-text available
This research was carried out to examine the role of brand capital in higher education through university lecturers. For this purpose, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a...
Book
Full-text available
Brand implies more than just the producer’s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can...
Article
Full-text available
A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido...
Article
Full-text available
La construcción de marca supone una evolución empresarial sin precedentes a la que toda organización debe adherirse si quiere seguir compitiendo en un entorno en el que cada vez se le da más importancia a la intangibilidad, los sentidos y las experiencias de compra y consumo. Así, muchos directivos se refieren a la marca como algo más que la mera o...
Article
Full-text available
This research was carried out to examine the role of brand capital in higher education through the university students. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher educat...
Book
Full-text available
La marca es más que el símbolo identificativo de una organización, es su espíritu, por lo que cada paso que se da en su creación debe seguir una estrategia que desarrolle y mantenga los valores de aquella. El «branding» es el proceso que permite construir una marca y fijarla en la mente del consumidor, influyendo en sus emociones, estableciendo vín...
Article
Full-text available
A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo superior. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo. De esta forma, se identifican aquellas variables que determinan el capital de marca...
Article
Full-text available
This research is done to analyze the role of e-business in the tourism sector. For this purpose, we analyze the main contributions of the literature to the study of the digital economy and its application in the tourism sector, identifying which variables determine e-business in the air service. Once we have established the e-business model, which...

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