Manuel Cuadrado-Garcia

Manuel Cuadrado-Garcia
University of Valencia | UV · Departamento de Comercialización e Investigación de Mercados/Department of Marketing

Doctor in Economics and Business

About

74
Publications
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Introduction
Associate Professor of Marketing at the University of Valencia, Spain. Main research interests: arts marketing, market research and consumer behavior, including gender and diversity issues. Research results have been published in highly prestigious journals and international books. Member of the AIMAC Scientific Committee and the International Journal of Arts Management editorial board. Hosted international academic conferences and engaged in international master's and PhD programs.

Publications

Publications (74)
Article
Full-text available
DESCRIPTORES: RESUMEN: Educación no-formal Integración escolar Educación artística Evaluación Oportunidades educativas La integración y normalización de la situación educativa de algunas minorías, como el caso del pueblo gitano, sigue siendo un debate que requiere de soluciones adaptadas a la diversidad del actual contexto educativo. Estar oficialm...
Article
Music preferences have been shown to be determined by a diversity of factors such as cognitive, emotional, cultural, or experiential. Having studied music is also a factor that has been considered from a musicology standpoint and is linked to the accumulation of cultural capital, as analyzed in cultural economics, arts management, and the sociology...
Chapter
Some music genres have traditionally and mainly been consumed by men. This is the case of rap/hip-hop. However, data on the consumption of this genre in recent years shows a relevant increase in the number of women interested in this type of music. It would therefore seem to be pertinent to analyse this new trend, not only as a question linked to g...
Article
Full-text available
The last two decades have witnessed an increasing scholarly interest on music consumption. This interest can be explained, at least partly, to the relevance of music as a form of cultural consumption and the profound changes the sector has undergone. This paper performs a bibliometric analysis of the literature on music consumption research. In doi...
Article
Full-text available
The extended belief of gay people being more creative and showing higher interest toward arts lacks robust empirical support. The pioneer study on this issue highlighted that LGB´s arts participation was mostly explained by demographic factors such as level of studies, residence and family situation, which suggests that differences due to sexual or...
Article
Full-text available
Music festivals, as cultural events that induce tourism flows, intermediate both the cultural and travel experience. The present study analyzes online search behavior of potential attenders to a music festival. We hypothesize that the search process reveals latent patterns of behavior of cultural tourists planning to attend music festivals. To this...
Chapter
Full-text available
This chapter deals with Balenciaga, a brand that carries the name of the designer known as “The Master of Haute Couture”, one of the most revered and influential fashion designers of the twentieth century. Characterized by sculptural quality, deft manipulation of textiles, and dramatic use of color and texture, Balenciaga creations are inspired by...
Article
La asistencia a conciertos y festivales de música en directo ha evolucionado notablemente en los últimos tiempos consecuencia de los cambios acaecidos en este sector. La literatura muestra estudios centrados en analizar los principales determinantes de esta participación. Si bien algunos de estos trabajos incluyen el género como variable demográfic...
Article
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Cultural products compete for public awareness in markets with high uncertainty, oversupply and a short product life cycle. Altogether, this means that only a small fraction of all releases generate the necessary consumer awareness to achieve a significant commercial success. This paper aims at identifying the informational function music festivals...
Article
La generalización de internet ha supuesto una ampliación, aunque marginal, del público interesado en las expresiones culturales que conforman la denominada cultura de alto nivel (teatro, ópera, ballet y danza, música clásica). Si bien el consumo digital permite eliminar algunas restricciones (principalmente las de carácter económico), también gener...
Article
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This paper empirically investigates and characterizes users of recorded music, both downloaders and purchasers. To this end we analyse the role of the variables defining the different segments of music users. In doing so, we have considered two main traits influencing the use of music. First, objective variables such as demographics, music consumpt...
Article
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Svrha – Iskustvena se paradigma pokazala značajnom u istraživanju i razumijevanju konzumacije usluga u kulturi, a time za nju raste i interes u literaturi iz područja marketinga i ponašanja potrošača. U ovom kontekstu odluke o ponašanju potrošača ne smatraju se samo funkcionalnima, već su snažno pod utjecajem emocionalnih dimenzija i intrinzičnih a...
Presentation
Is there any link between religiousness and participation in the arts? This work identifies two dimensions of religiousness and estimates the impact these have on highbrow and lowbrow cultural participation. Evidence supports religiosity both as a means of building social relations (increasing participation in the arts) and of self-expression and a...
Article
Full-text available
Findings on European countries show non-uniform decreasing trends of film theatres’ audiences, the decline being more severe in Spain. This research presents a multifaceted perspective of Spanish filmgoers focused on motives for and barriers to film theatres attendance. Two comprehensive scales (motives, barriers) are proposed. First, motives and...
Conference Paper
Product placement in video games is a tool relatively new that advertisers are using to promote their brands. Due to its newness, literature on product placement focused on video games is scarce, and even more when adolescents are the target audience. Using an experimental study with 71 adolescents, this paper analyses how congruity and proximity o...
Article
Full-text available
This research analyzes the performance of 467 record labels in eight European countries over a period of 13 years (2003–2015). The main goal is to explain a relative measure of profitability in terms of observed variables, although the nature of the dataset also allows us to include non-observed firm and country effects. To this end alternative mod...
Article
This paper empirically investigates the impact of religiosity on cultural consumption. To this end we extend the standard model of cultural participation by hypothesizing that religious beliefs and religiosity shape preferences. In so doing, we identify two latent traits through which religiosity affects cultural consumption. First, a general relig...
Article
Globalization has brought new challenges to Higher Education Institutions such as international exchange programs. In this context, the purpose of this work is to analyse students’ value trade-off in their terms abroad. Specifically, a multidimensional framework on value as trade-off is applied: two negative dimensions of sacrifice: monetary (price...
Article
Full-text available
This paper measures satisfaction with a cultural event following an innovative approach by differentiating between the art form itself (core product) and the main attributes connected with it (augmented product). 122 individuals (out of 820 visitors) were interviewed on their overall satisfaction and on different aspects of their visiting experienc...
Article
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p>La satisfacción es un constructo clave no exento de complejidad en su medición. En el contexto cultural y desde la disciplina de marketing, esta se plantea a partir de la valoración de una serie de experiencias sin considerar las expectativas de los consumidores. Partiendo de este enfoque, este trabajo aborda una investigación empírica con el obj...
Article
Teatro Olympia in the Spanish city of Valencia is 100 years old. The theatre was established early in the 20th century during a time of war, labour unrest and famine in a city with a strong agricultural tradition. It represented a look to the future. The Olympia's initial focus was the performing arts, but later it served as a cinema for more than...
Article
While the profile of popular music attenders has been widely analyzed, that of non-attenders is usually ignored. The purpose of this article is to describe and segment live popular music audiences with an emphasis on the identification of potential participants that is, those who do not attend but would attend under the right circumstance. The auth...
Article
El sector de las artes escénicas atraviesa una delicada situación en la actualidad. La masiva pérdida de espectadores le está afectando gravemente, entre otros muchos factores. Analizar esta situación resulta pues imprescindible con el objetivo final de señalar las posibles líneas de acción que permitan reactivarlo. Con este propósito se desarrolló...
Article
Purpose – Despite an abundance of literature on the effects of copyright infringement on music consumption, empirical evidence remains ambiguous. The aim of this chapter is to quantify the effect of copyright infringement on recorded music purchases and live music attendance for Spanish frequent music consumers, and to measure its effect on partici...
Conference Paper
Full-text available
This research analyses the behaviour of Spanish consumers of film, in order to disentangle their tastes and habits, with a special focus on the cinemagoing audience and facilitators/constraints of cinema attendance. The methodological approach, based on latent class models, suggests four clusters of filmgoers with the following probabilistic patter...
Chapter
In the framework of a collaboration agreement between the University of Valencia (UV) and the London School of Economics (LSE), students from both universities have had an opportunity to take part in an interdisciplinary project based on a real decision making process in the context of cultural management.In this chapter we describe this interdisci...
Article
Full-text available
Spanish universities have recently adapted their studies to the requirements of the European Higher Education Area (EHEA). This process has involved the consideration of the development of computer and informational skills as an academic objective. In order to develop these skills, among other activities, an informative video has been disseminated....
Article
The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes which determine it. After reviewing the relevant literature, the present paper proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance...
Article
The authors review the papers presented at all conferences of the International Association of Arts and Cultural Management (AIMAC) from 1991 to 2009 in order to observe which topics have been researched and to analyze trends. The results show that most papers have been related to the arts rather than the cultural industries and that marketing, man...
Article
Changing consumption habits have rearranged the popular music market in the last decade, and a pattern in which live music attendance gets an increasing share of the market has emerged. This work analyzes the demand for the popular music sector considering its double dimension as supplier of live concerts and prerecorded music. We use the 2006/2007...
Article
Las descargas gratuitas de música de Internet han experimentado últimamente un crecimiento espectacular. Según estimaciones, en apenas tres años el número de descargas se ha incrementado en España un 240%; paralelamente, la venta de música en formato original sigue disminuyendo paulatinamente, lo que ha llevado a las discográficas a replantear sus...
Chapter
In the framework of a collaboration agreement between the University of Valencia (UV) and the London School of Economics (LSE), students from both universities have had an opportunity to take part in an interdisciplinary project based on a real decision making process in the context of cultural management.In this chapter we describe this interdisci...
Chapter
Exchange agreements between universities and new technologies are influencing the education-learning process during the past few years. E-learning has become an educational tool with several applications and the main aim of facilitating student learning process and adapting it to the social and professional reality. In this study, the authors prese...
Article
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E-learning is characterized both by human-human interaction (between students, fellow students and teachers) and by human-machine interaction (between students and e-learning software) to support the learning process. Since several studies point out that men and women differ in their interaction with technology, we perform one-way and inter-individ...
Article
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Problem-based learning has been suggested as a useful tool to foster student-centered learning and increase student motivation. Students of Business Administration are not familiar with Research on Consumer Behavior, its contents and techniques, since this subject is traditionally linked to Psychology. In order to facilitate the teaching-learning p...
Article
Full-text available
A pinhole photography exhibition, entitled Tinned Cities, was organised thanks to the collaboration between the University of Valencia and the London School of Economics. Students from both universities took part in an interdisciplinary project based on a real decision making process in the context of cultural management. The implementation of a ma...
Article
Las nuevas tecnologías y los proyectos de colaboración entre universidades han incidido en los procesos de enseñanza-aprendizaje. En este contexto se enmarca una actividad multidisciplinar, bilingüe y on line entre dos universidades europeas. Analizar el grado de satisfacción de los alumnos con dicha actividad y su implicación en las calificaciones...
Article
This paper analyses satisfaction with a cultural event, specifically in relation to an art exhibition. Following the literature in this field, satisfaction is measured as a post-consumption phenomenon omitting the role of expectations. A six-item satisfaction scale was then produced considering the main attributes of the exhibition. Data was collec...
Chapter
http://books.google.es/books?id=1OlgMFp8g7cC&pg=PA189&lpg=PA189&dq=imagen+percibida+de+una+entidad+cultural&source=bl&ots=jD7fdrl-Wr&sig=D2lF7wPdEr4Wvg4_WOfipPB16es&hl=es&sa=X&ei=JpBOUuyWNY3xhQfHroDIBw&ved=0CC8Q6AEwAA#v=onepage&q=imagen%20percibida%20de%20una%20entidad%20cultural&f=false
Article
This paper analyses university library users' attitudes towards book vandalism in order to develop a basis for intervention. Using a customer oriented approach data was collected from users who attended an academic library exhibition on vandalized books at a University campus. Respondants were asked both for their reactions to the vandalism as well...
Article
La distribución del éxito comercial en las industrias culturales es marcadamente asimétrica, donde gran parte de las ventas se concentran en unos pocos artistas. Esta asimetría puede surgir por la acumulación de conocimiento necesaria en el consumo de determinadas manifestaciones culturales y artísticas, lo que enfrenta a consumidores a costes de b...
Article
New technologies have consolidated in university campuses for last years not only for researching but for teaching and learning goals. E-learning has become an educational tool with numerous applications and a clear objective: to facilitate student learning process and to adapt it to the social and professional reality. In this paper, we analyze th...
Article
Education has recently begun to take advantage of the benefits of the globalization and the application of new technologies, thus facilitating the collaboration between universities of different contexts. Language teaching is not an exception in this process. As a result of this, the present study aims at analyzing the results of an innovative inte...
Conference Paper
Full-text available
Purpose – The purpose of this paper is to discuss the use of virtual learning environments in multicultural higher education of two different subjects: foreign language and marketing. Design/methodology/approach – The paper describes the aims, development and results of an interdisciplinary collaboration project was held between two European univer...
Article
This article aims at identifying differences in copyright protection in prerecorded music markets, and more specifically the impact of the legal system on the demand for original music CDs. To this end, we use a panel of 28 OECD countries in the period 1999–2005. After testing alternative specifications, our results show that differences in legal o...
Conference Paper
The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes which determine it. After reviewing the relevant literature, the present paper proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance...
Article
Programming is the core activity for theatre managers. Research into this topic still presents a lack of empirical studies nowadays. To fill this gap the authors undertake a survey focused on performing arts organisations in Spain. Hirschmann's (1983) model for the artistic production process is considered to state the research questions. The resea...
Article
Full-text available
El sector de las artes escénicas ha destacado en los últimos años por un gran dinamismo y crecimiento. La mayor oferta y demanda de estas actividades culturales ha puesto de manifiesto la necesidad de gestionar el diseño de la programación desde una perspectiva más profesional, al tiempo que investigar esta materia. Sin embargo, son todavía escasos...
Article
Full-text available
In recent years, ports have experienced a period of significant growth and development along with intense inter-port rivalry as a consequence of intermodality and hinterland development. It is therefore vital that port management bodies define and implement suitable strategies. This paper aims to adapt the benchmarking technique to the sphere of po...
Article
Arts organisations are adopting marketing practices as international literature suggests. However, there is an important lack of studies proving this. So, the overall goal of this article is to examine how performing arts institutions apply marketing principles in their management process. Specifically, we propose to group these organisations accor...
Article
Full-text available
The cinema exhibition sector in Spain, as well as in the rest of Europe, is a dynamic sector characterised by the present growth of multiplexes and consumer demand after a long period of decline. These changes make it relevant to analyse the cinema attendees' profile from a marketing perspective. To this end, we have developed an exploratory study...
Article
Full-text available
Digital goods, streams of information stored in bits with economic value, have transformed the way many economic agents interact in markets and specially those in the cultural sector. The non-rival nature of its consumption has had a significant impact in different industries, specially the music industry: record labels have witnessed in the last d...
Article
RESUMEN (ABSTRACT) En el paradigma del proceso de enseñanza-aprendizaje del actual contexto universitario, el desarrollo de competencias informáticas e informacionales constituye un aspecto fundamental. Con el fin de sensibilizar a la comunidad universitaria, y especialmente a los estudiantes, acerca de la importancia de dichas competencias, la Com...
Article
La extraordinaria difusión de Internet y, sobre todo, su potencial de desarrollo supone un hito para la comunidad empresarial mundial, dado que la nueva forma de producir, distribuir y comunicarse con el mercado que ofrece esta tecnología se configura, simultáneamente, como una amenaza y como una oportunidad, al modificar las estructuras de poder d...
Article
Las entidades escénicas, aquellas oferentes de actividades teatrales y musicales, han permanecido tradicionalmente ajenas a las prácticas de marketing debido a la concepción idealista de la cultura que la mantenía alejada de planteamientos económicos y de gestión. Sin embargo, situaciones financieras adversas han llevado a los responsables de gesti...
Article
Full-text available
Education has recently begun to take advantage of the benefits of the globalization and the application of new technologies, thus facilitating the collaboration between universities of different contexts. Language teaching is not an exception in this process.As a result of this, the present study aims at analyzing the results of an innovative inter...
Article
Traducción de: Le marketing des art et de la cultura Contenido: Organizaciones culturales y marketing; El producto; El mercado; Los comportamientos del consumidor; Segmentación y posicionamiento; La variable precio; La variable distribución; La variable promoción; El sistema de información de marketing; Planificación y control del proceso de market...
Article
La descarga de música de Internet es un fenómeno cada vez más extendido, que está causando importantes daños a la industria musical. Tomando como referencia la Teoría del Comportamiento Planeado, el presente trabajo trata de identificar las variables que condicionan la intención del individuo de descargarse música no autorizada, incorporando nuevas...

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