Javier A. Sánchez-Torres

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• PhD Business - University of Barcelona
• Professor at University of Barcelona

This study aims to identify the evolution, trends and research agenda in city brand research. The methodology used was a science mapping bibliometric and network analysis using both, WoS and Scopus databases, to do a systematic literature review. The results of this analysis resulted in four possible perspectives in the research on city brand: Mark...

This new issue of Innovar is the extension of the results of the call for papers for the special issue “Marketing and consumer behavior during and amidst the overcoming of a pandemic,” whose purpose was to offer the academic community in the marketing field a space to disseminate their research results on studies related to consumer behavior during...

Purpose This study examines the factors that influence the ecotourist behavior of university students. The understanding of what motivates these students can inform future suggestions for strategies and actions in ecotourism. Design/methodology/approach The study was applied to university students of the University of Medellín, Colombia. It was an...

Modern city brand trends aim to position cities according to the interests of their stakeholders; in the case of university students, it is necessary to identify the factors that determine their choice of a university city. Consequently, this study applied an exploratory model that allowed researchers to validate the factors and characteristics tha...

Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public...

Influencers are tools implemented in digital marketing as a communication mechanism between the brand and its target; however, there are few studies that observe the relationship between the personality of the follower and their attitude towards the influencer. The objective of this study is to explore whether personality traits influence positive...

The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers...

Objetivo:identificar los elementos o factores que influyen en la relación entre el greenwashingy el green brand equity.Diseño/metodología: para llevar a cabo este estudio se optó por una metodología de tipo exploratorio con un enfoque cualitativo, destacando la búsqueda conceptual que delineó a los autores clave y los factores asociados a través de...

In the digital era, the reservation and purchase of tourist services online have increased, with factors such as images playing a crucial role in consumers’ decision-making when choosing a hotel on comparison sites like Booking.com. The aim of this study was to analyse the importance of appropriately using photographs, specifically of hotels, accor...

The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analys...

The objective of this study was to explore through the Model of Theory of Planned Behaviour the most important variables that influence the practice of physical and sports activity at home supported by virtual training in the context of the COVID-19 pandemic. A cross-study was proposed between countries from three continents, distributing the quest...

Para probar la efectividad de los mensajes subliminales insertados en los medios de comunicación como un mecanismo de incentivo de consumo o compra, específicamente los efectos con respecto al cambio y / o creación de creencias y actitudes en los jóvenes, y para determinar la magnitud de este impacto, un experimento que involucró elementos visuales...

Environmental education has an important role in higher education institutions as it leads to understanding the importance of sustainability, thus creating a positive impact on students. This impact extends beyond the classroom, inspiring them to actively engage in environmentally responsible behaviors and become conscientious stewards of our plane...

Twitter as a marketing tool has led to a growing interest in measuring the effectiveness of content marketing on this platform. However, there has yet to be a comprehensive analytical model to measure the effectiveness of public content marketing (PCM) accurately and reliably. A literature review determined the gaps between preliminary studies and...

El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impacto sobre l...

Jewels are items of personal adornment that has been a part of human expression throughout history as goods with multiple tangible and intangible meanings. The evolution of commercial transactions linked to the use of the Internet has promoted the use of this digital channel for the purchase and sale of jewellery. However, it is not yet clear if, d...

En esta obra, se han recopilado una serie de abstracts de las presentaciones expuestas por los expertos en distintas áreas de la gestión empresarial en el transcurso del Workshop in Online Marketing 2021, con el objetivo de proporcionar una visión completa y actualizada sobre los temas más relevantes en el mundo de los negocios y la toma de decisio...

This article focuses on presenting a proposal for ecotourism services on a green university campus based on the process of design thinking by students. Participatory action research, co-creation and psychosocial intervention methodologies were considered to develop this process. This study established the following two important results: on the one...

Generation Y is increasingly influencing society through its purchasing power and as an entity influencing other generations, so understanding its behaviour is relevant for designing strategies in different socio-economic fields. This article seeks to identify the inventory of values that regulate the behaviour of generation Y. The study used a mix...

This is a cross-sectional, empirical study set in Spain and Colombia to examine the main motivations and attitudes towards physical and sports activity in different population groups. An empirical model is proposed which integrates two existing models that explain the behaviour of physical exercise and sports practice: the physical activity and lei...

Dadas las anteriores consideraciones, en agosto de 2021 la Revista Innovar realizó un llamado a un número especial cuyo propósito fue brindar a la comunidad académica del área del marketing un espacio para analizar de manera plural este fenómeno. Como resultado se recibieron 48 documentos y la presente edición, volumen 32, número 86, presenta los d...

The objective of this study was to analyse the adoption of the Internet of Things (IoT) in the home. An exploratory study integrating technology adoption models and domestication theory was designed. The data was collected in Spain and Colombia and 405 online surveys were obtained. For the creation of the measurement and analysis tool, the statisti...

The objective of this study was to analyse how consumers adopt webrooming and showrooming purchasing processes for different products (textile-fashion, home appliances and groceries). A crossover study was carried out in two countries, Spain and Colombia, applying an exploratory model through the analysis of PLS structural equations. The results sh...

The aim of the paper sought to identify the factors that influence the dropout risk of university students. We worked with data from a sample of 476 students, including academic, institutional and socio-economic information. Logistic regression was applied to identify the variables with the greatest impact on the dropout risk and thus propose actio...

El objetivo de este estudio fue realizar una exploración bibliométrica en Scopus® sobre las investigaciones que se han realizado respecto a las consecuencias de la pandemia COVID-19 sobre la actividad física y deportiva, encontrando las vulnerabilidades que las personas han tenido como consecuencia de la propagación del virus. Mediante la revisión...

Resumen: El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impact...

El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impacto sobre l...

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation metho...

The few studies in South American developing countries that refer to the adoption of e-commerce in SMEs require knowledge of how this context is presented. The objective of this study addresses this need and seeks to determine the variables that influence the adoption of e-commerce in SMEs in Colombia. The measurement tool (IMAES) was applied using...

Purpose The purpose of this study is to verify some relationships between entrepreneurial attitude, university environment, entrepreneurial culture and entrepreneurial training, which can be used to promote entrepreneurship among university students. Design/methodology/approach A sample of 3,005 questionnaires answered by students from ten univers...

This special issue calls for the submission of academic papers resulting from research projects. Various methodological and epistemological approaches are welcome. Among others, this call deems as important topics such as the recognition of Marketing and the eventual changes in consumer behavior during the pandemic, along with predictive analytics...

El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impacto sobre l...

The objective of this article is to examine factors that affect the attitude to and use of tourist mobile applications. In line with previous studies, an empirical model that integrates variables of a technological nature and others related to the design and architecture of tourist apps was proposed. An online survey of 156 millennials in Spain was...

Sport practice is conditioned by different factors; previous studies have shown that the attitude towards physical activity and sports practice is largely conditioned by the individual. This study proposes to examine whether the classic model of the theory of planned behaviour reinforces the main motivations for people to adhere to a sport practice...

This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated , which integrates three variables that evaluate trust and, in turn, other variables that influence C2C intention and purchases, taking a sample of...

This article aims to describe the key e-government adoption factors for the citizens of Colombia to determine whether government policies aimed at the use of the internet as a tool for the use of e-government are effective. A comprehensive model based on the technology acceptance model theory is proposed, while also introducing the variable of gove...

This paper aims to explore the variables that precede the intention and use of Mobile taxi booking (MTB) Apps as tools for taxi drivers to make contact with customers in the city of Medellin, Colombia. A literature review was carried out to select the variables that most effectively represent the analysed behaviour. The methodology was a quantitati...

Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based o...

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carrie...

Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based o...

http://www.ub.edu/grmark/mdm19/submissions.html

El presente documento explora las posibilidades del análisis de la valoración de una love mark® o marca amor, definido como el vínculo emocional del consumidor con su marca, en especial, en el caso de una institución muy reconocida en el ámbito de los colombianos como es la Universidad Nacional (Colombia), con más de 150 años de tradición. El métod...

Se presentan los principales aportes académicos del concepto marketing simbiótico, se expone la definición del concepto de diferentes autores desde sus primeros aportes. Esta presentación se realiza mediante una metodología de búsqueda conceptual en la que se establecen los principales autores y las tendencias de estudio del concepto. Como principa...

The main academic contributions of the symbiotic marketing concept are presented, showing the definition different authors have given it from their first contributions. This is done through a conceptual search methodology in which main authors and trends of the concept study are established. The main conclusion is that although it has already been...

Purpose The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce. Design/methodology/approach This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology...

Estamos recibiendo los resúmenes de ponencias para participar en el congreso internacional en marketing y turismo, 4th ON/OFF International Conference in Marketing Decision Making, invitamos a todos los investigadores a acompañarnos 4-5 de diciembre en la Universitat de Barcelona, más info en: https://lnkd.in/eN8fvKk

To test the effectiveness of subliminal messages inserted in media as a consumption or purchase incentive mechanism, specifically the effects with regard to changing and/or creating beliefs and attitudes in young people, and to determine the magnitude of this impact, an experiment that involved visual transmission, subliminal messages, and a group...

Abstract Purpose – There are several studies about the adoption of e-commerce for small-to-medium enterprises (SMEs) that separately, and in a dispersed manner, examine different theoretical approaches. The purpose of this paper is to unify a set of variables to form an integrated model of measurement of the adoption of e-commerce for SMEs. Design/...

There are few studies describing the adoption of electronic business-to-consumer (B2C) commerce in poor and developing countries, in that vein the purpose of this article is to examine which factors lead to electronic purchasing in Colombia. This study was conducted on a national level using an online survey, with a total of 941 responses from elec...

There are few studies describing the adoption of electronic business-to-consumer (B2C) commerce in poor and developing countries, in that vein the purpose of this article is to examine which factors lead to electronic purchasing in Colombia. This study was conducted on a national level using an online survey, with a total of 941 responses from elec...

p>The aim of this paper is to explore the differences between males and females in the acceptance of eWOM information. For this purpose, the Information Acceptance Model (IACM), which addresses the characteristics that are evaluated in the use and attitude towards the use of information and play a role in the purchase decision-making process, as de...

La actividad física y el deporte son actividades relacionadas con estilos de vida saludables que en la actualidad cobran mayor importancia en los hábitos de las personas del siglo XXI no solo por sus beneficios para la salud, sino también, porque ofrecen beneficios estéticos que están ligados a rasgos de personalidad que se asocian a la generación...

Este artículo se presenta como una reflexión,a partir de una revisión de la literatura sobre la inserción laboral del graduado universitario en España y Latinoamérica; el panorama de globalización, volatilidad económica, aumento de graduados universitarios y otros fenómenos generan dificultad en el acceso al mercado laboral de quienes terminan su p...

Previous researchers have identified that customer services at call centers involve high pressure loads for employees, work stress, physical and psychological exhaustion, among others; and that some of these are related to employee turnover. This research study aims to identify the possible causes of employee turnover in one of the call centers ope...

A panorama of globalization, economic volatility, increasing numbers of university graduates, and other phenomena restrict the access of university graduates (with bachelor’s or graduate degrees) to the labor market. This article presents a reflection on graduate placement research in Spain and Latin America. The results of this literature review s...

Using game theory, this study analyzed clients’ decisions after receiving digital relational marketing campaigns via email for two types of products: apparel and electronics-music-video. The objectives were to analyze the promotional and relational e-mails to discern which of the two is most effective in achieving marketing objectives and short-ter...

The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of “likes” based on engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis...

The objective of this study was to identify the characteristics of messages in photographs posted on Instagram, analysing four famous sports brands with the purpose of determining which photographs generate a greater number of "likes" related to engagement with and admiration for a brand. Data collection and analysis were carried out through an net...

Purpose This study aims to examine the adoption of e-banking in Colombia, including a comprehensive analysis of consumer trust in this type of transaction and of the impact of the current government policy to promote e-commerce. Design/methodology/approach An empirical investigation based on the UTAUT2 model collected data from throughout the co...

https://revistas.unal.edu.co/index.php/novum/article/view/69427/63705

This article studies the importance of the Mediterranean diet in the menus of restaurants in the city of Barcelona. It is based on a review of previous studies about the great influence of the Mediterranean culture on daily aspects such as food. A qualitative study was conducted and a sample of experts—head chefs at restaurants in Barcelona—was sel...

Using game theory, this study analyzed clients' decisions after receiving digital relational marketing campaigns via email for two types of products: apparel and electronics-music-video. The objectives were to analyze the promotional and relational e-mails to discern which of the two is most effective in achieving marketing objectives and short-ter...

This study explores the differences between buyers and non-buyers in the adoption of electronic purchase intention in Colombia. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), a theoretical model that includes a set of five variables is established: performance expectations, effort expectations, social influence, facilitati...

The main objective of this study was to determine whether the adoption of e-commerce in Colombia presents problems of social massification; specifically, we wanted to verify whether the socioeconomic variables and level of education have a moderating effect on the adoption of electronic commerce. An empirical study was conducted, 936 surveys were c...

El objetivo de esta ponencia ha sido realizar una revisión de la literatura existente en la línea de investigación de la adopción del e-commerce en las PYMEs a nivel global. La metodología y el análisis consistió en una revisión bibliométrica simple, utilizando las bases de datos Scopus y Core Web of Science. los resultados encontraron que los estu...

Purpose The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers. Design/methodology/approach The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and t...

Many purchasing decisions have an associated level of risk deriving from the uncertain environment facing the buyer and the possible negative consequences of an online purchase. Through an empirical study, using a regression analysis of latent variables and the ordinary Partial Least Squares (PLS) optimization technique, a model that represents the...

The digital divide is the inequality between individuals of a country in relation to Internet access and the use of information and communications technology. This article aims to analyse the digital divide in a number of Latin American countries to diagnose the weaknesses of the region and to identify the elements requiring improvement. Through th...

RESUMEN Muchas de las decisiones de compra llevan asociado un nivel de riesgo originado de la incertidumbre a la que se enfrenta el comprador, así como de las posibles consecuencias negativas que puedan producirse. A través de un estudio empírico, y mediante análisis estadístico, se explora las relaciones entre la orientación del cliente, la influe...

The aim of this paper is to examine the moderating effects in the adoption of e-commerce as the diffusion state in a country, emphasising the characteristics presented by each country according to the development of this commercial channel. Secondary exploratory data analysis showed primary relationships of development of e-commerce adoption and va...

El principal objetivo fue conocer el nivel de satisfacción que tienen los usuarios Facebook, Twitter y Instagram comparando un concepto optimo de “Red social virtual” frente a la percepción de uso por los usuarios a partir de la evaluación subjetiva de cinco características. Se realizó un estudio empírico a usuarios de redes sociales en Iberoaméric...

Un estudio descriptivo del parque La Gaitana: Impactos sociales y económicos de los parques deportivos urbanos RESUMEN E n este artículo se hace una introducción sobre los par-ques deportivos urbanos y su relación con las políticas de-portivas que se establecen para en deporte y la recreación en las ciu-dades. Posteriormente se expone la in-vestiga...

Este artículo describe una parte importante del marketing deportivo, la prestación de los servicios deportivos, el uso del tiempo libre por el ser humano en la recreación o el deporte es inherente a su cultura y ha generado la especialización en la oferta por parte de organizaciones deportivas, a su vez esto ha conducido a que la demanda de este ti...