Marcelo Royo-Vela

University of Valencia | UV · Commercialization and Market Research Department

In the current business landscape, where prioritizing sustainability has become imperative, cooperation in developing green marketing takes center stage. Companies are urged to adopt innovative approaches, transcending individual interests in favor of a collective commitment to the greater good. In this transformative journey, cluster organizations...

This study investigates how customers co-create value in online banking. The aims of this study were twofold. First, it tests the DART model (dialogue, access, risk assessment, and transparency) as a driver of customer value co-creation. Second, this study investigates trust and reputation as the outcomes of value co-creation in online banking. Exp...

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In the current business landscape, where prioritizing sustainability has become imperative, cooperation in developing green marketing takes center stage. Companies are urged to adopt innovative approaches, transcending individual interests in favor of a collective commitment to the greater good. In this transformative journey, cluster organizations...

Los efectos de las empresas sobre la sociedad y las prácticas de Responsabilidad Social Corporativa han sido estudiados en numerosas investigaciones. Cuestionamientos al modelo tradicional llevaron a que Porter y Kramer desarrollaran el concepto de Creación de Valor Compartido, un enfoque en el que las empresas consideren el valor social y ambienta...

Current literature emphasizes the benefits of the biophilic atmosphere on people’s lives. However, there is a shortage of in-depth research pertaining to its effects on variables such as perceived value and customer loyalty. Therefore, the objective of this study is to evaluate the positive effects of the biophilic atmosphere both in the hedonic an...

La literatura ha prestado escasa atención al turismo homosexual. Sin embargo, se trata de un mercado con un elevado poder adquisitivo y necesidades específicas que en numerosas ocasiones no encuentra oferta de servicios turísticos a la altura de sus exigencias. En el presente trabajo estudiamos las características del segmento de mercado homosexual...

Creating shared value (CSV) is a strategic approach that links economic value creation with social and environmental contribution. Despite the popularity of the concept, a clear approach to the construct and its measurement needs further research. This study analyzes and proposes the factors that condition the development of social/environmental st...

The research objective is to test the effects of heritage on the Tourist Destination Image formation. A multi-method quantitative approach applying surveys and neuromarketing were applied. Three different surveys were carried out in three different moments of the touristic visit to measure the heritage impact on the dynamics of destination image. F...

The destructive effects of industries on the environment are the most crucial reason for the need for firms’ proximity to developing innovative activities such as corporate sustainability. However, most prior efforts have focused on the role of different types of proximity in cluster performances and not the relationship among these proximities. Th...

RESUMEN La Creación de Valor Compartido es un enfoque estratégico que relaciona la creación de valor económico con la creación de valor social y la contribución medioambiental. A pesar de la popularidad del concepto en la academia y en las empresas, la medición sigue siendo una laguna por investigar. Este estudio analiza los factores que condiciona...

In the Latin American healthcare industry, there seems to be an association between the implementation of the marketing strategies and the firms' location that suggests the need to study the organizational performance under these aspects. To this end, this paper contrasts the relationships between an organization's market orientation (MO), its loca...

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research....

The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment i...

This investigation identifies, the cognitive impact and the emotional response that the image of destination produced in subjects immersed in virtual reality, by deconstructing the traditional image model in all its forms, the study focuses on tourist destinations characterized by Spanish historical, cultural, and architectural heritage. The cognit...

The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and th...

Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and de...

While countless studies on the role of clusters in regional economic developments and business performance have been done, some disadvantages and limitations also have been identified. Limitations such as small local markets, limited resources, isolation, and over-independence which lead companies to a lock-in state regarding knowledge and innovati...

Day trips and tourism in small, rural villageswith a rich historical heritage, andarchitectural harmony are to be found in thiscountry as in others of similar characteristics. This isa kind of day trip which has its own peculiaritiesand characteristics and differs from purely rural orpurely cultural tourism. This work presents aconceptualisation an...

Purpose This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of...

The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic env...

This is the continuation of a study based on the traditional image model of destination, formed by the constructions of cognition, emotion, and image. The objective is to study the model through a deconstruction in all forms through the application of neuroscience, a system of structural equations, virtual reality, and the Spanish architectural and...

The objective of this research is to analyze the potential use of strategic communication, and specifically, strategic brand management and online communications directed to a foreign target by the Islamic State (IS). For this purpose, a review of official the IS online media releases was carried out to determine if they reflect characteristics, co...

Purpose. The main objective of this research is to obtain a better understanding of the impact of perceived time value on the intention of pursuing an online Master’s degree for its applicants. For this reason, perceived time value is added to the Technology Acceptance Model. Design/methodology/approach. Data are collected from a purposive sample o...

Marketing low fat products has to pay attention to both, personal variables and packaging design variables. On the one hand, personal factors such as socio-demographic characteristics (age, gender, income and education), involvement, time pressure, motivation and lifestyle affect food-buying process. On the other hand, packaging variables such as c...

The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research...

Purpose The purpose of this paper is twofold: first, to provide empirical evidence of the relationship between specific sensory motivations (i.e. flavor) and the development of preference for food, beverages or brands by preteen consumers; and second, to compare the three age groups within the concrete operations stage toward the hypothesis contra...

Purpose This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test how affective states affect and mediate the relationship between the nature-based atmosphere and behavior or intention to visit. Design/methodology/approach Four hy...

This study aims to assess the role of a natural environment and its effects on the following components of attitudes: cognitive image, affective response, and behavioral intentions. Using a survey conducted among 292 mall visitors, this study also examines how the perception of the atmosphere in a mall can indirectly affect behavioral intentions. T...

The present exploratory work based on an experimental design replicate the model proposed by Dahlen et al. (2011). The study, conducted in a cross-cultural context, attempts to determine the potential effect of advertising for future products on the processing and evaluation of the advertisement, on the consumer's attitude toward the brand, and how...

Over the past decade, new techniques have been developed to entice and persuade advertisement viewers. One technique, which has grown in popularity, is the use of drones to capture images within an advertisement. While drones are particularly familiar to military use, new regulations have allowed businesses and amateurs to easily obtain and use dro...

Resumen El presente análisis exploratorio utilizando un diseño experimental toma como referencia el modelo sobre publicidad anticipada propuesto por Dahlen et al. (2011). El estudio trata de medir, en un contexto intercultural, el efecto potencial de la publicidad de productos futuros sobre el procesamiento y la evaluación del anuncio, la actitud d...

Purpose People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers. Design/methodology/approach The sample comprised 449 consumers from 25 different sh...

A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory...

urpose – to explore and measure wearout or the acceptance threshold, beyond which, messages in theform of mobile text advertising generate irritati on. To assess the set of factors that positively ornegatively, according to literature, influences the attitude toward advertising in SMS format and on thisbasis to propose future research along this li...

Resumen Esta investigación mide como perciben las personas con derecho a voto la comunicación realizada por los candidatos políticos en redes sociales, y como esas percepciones afectan a la confianza y al compromiso. Para ello, se analizan y definen las variables valores compartidos, comportamiento oportunista y confianza, y se miden empleando esca...

This research evaluates how voters perceive communication by political candidates in social networks, and how this perception influences the perceived trust and commitment. In order to do that, the research analyses and define both concepts shared values, oppor-tunistic behaviour and trust, and measure them using reliable and valid measurement scal...

The study of brand image in bussiness managment is of great importance. Numerous studies describe the impact of the image on consumer response, recall and level of preference for brands and stores. In this sense, a research was conducted to analyze the implications and scope of the Brand image on the business strategy of 5 brands of casual clothing...

Los niños en la actualidad son un segmento muy importante para el mercadeo y la publicidad gracias a que pueden ser influenciados fácilmente. Estudios recientes sugieren que para cautivar a los niños es necesario crear experiencias únicas con las cuales se construya una relación sólida con las marcas, siendo la mejor alternativa construir diferente...

The concept of image in its different aspects is very important in today’s society as well as in the business management field. Some authors reports that most of the studies that measure “image” do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research...

This study tries to examine the brand concept consistency, the self-concept congruence and the resulting loyalty status of the consumers in order to evaluate whether a downward price-based line extensions in the luxury goods market has any negative or positive effect on them. By conducting focus group and in-depth interviews it was tried to filter...

The study of the time-space behavior of tourists has been based on various data collection methods such as observation, travel diaries, maps behavior, studying photographs of tourists, surveys or panels or analyzing travel blogs also. Today the use of Global Positioning Systems (hereinafter GPS) for studying the time-space visitor activity in touri...

RESUMEN Este artículo es un análisis exploratorio sobre el uso de los GPS para estudiar el com-portamiento de los visitantes en un espacio abierto. El Valle de Boí es un escenario turístico que ofrece diversos recursos de primer orden, por lo que el estudio de los recorridos de los visitantes permite analizar la respuesta a estímulos muy diferentes...

The study of the time-space behavior of tourists has been based on various data collection methods such as observation, travel diaries, maps behavior, studying photographs of tourists, surveys or panels or analyzing travel blogs also. Today the use of Global Positioning Systems (hereinafter GPS) for studying the time-space visitor activity in touri...

The study of the time-space behavior of tourists has been based on various data collection methods such as observation, travel diaries, maps behavior, studying photographs of tourists, surveys or panels or analyzing travel blogs also. Today the use of Global Positioning Systems (hereinafter GPS) for studying the time-space visitor activity in touri...

The study of the time-space behavior of tourists has been based on various data collection methods such as observation, travel diaries, maps behavior, studying photographs of tourists, surveys or panels or analyzing travel blogs also. Today the use of Global Positioning Systems (hereinafter GPS) for studying the time-space visitor activity in touri...

Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005). Recent marketing research indicates that investigations on consumers’ attitudes toward SMS advertising are limited, and empirical examination of antecedents that negative...

Line extensions of existing brands are a strategy used more and more by companies to maximise the ability to reach differentiated consumer segments with minimized cost while leveraging the equity of the Brand. This book tries in the first place to examine the underlying motivations why consumers buy luxury godos, how the luxury concepts of brand...

Purpose This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct. Design/methodology/approach The paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment...

Low-cost carrier services are important for many tourist destinations. However, there is little information about the characteristics of travellers using low-cost airlines, and their flight preferences. The typical segmentation of air travellers is business versus leisure travellers; and business versus tourist fares. We use segmentation analysis f...

Excursions to small, rural villages rich with historical heritage and architectural harmony are popular in Spain and other similar countries. This study presents a conceptualization and definition of this sort of tourism in rural-cultural destinations. In addition, it introduces a combination of variables that define the image of the destination, t...

The scientific community identified the internet as being highly beneficial for nonprofit organizations. Previous contributions have highlighted the importance of content and an emerging topic is the relationship between content and user. To explore this perspective, this investigation aims to identify user-generated content for nonprofit websites....

In the literature on tourism several models have been proposed in order to analyze the direct and/or indirect effects of the perceived impacts of tourism and the assessment of such effects by the resident community in the tourist destination. The objective of thisstudy is to analyze resident attitude in a rural-cultural destination towards visitors...

Purpose The purpose of this paper is to assess Chinese tourists' perceptions of the UK hotel service quality, and to analyze the role of Chinese culture in influencing their expectations and perceptions. Design/methodology/approach An adapted SERVQUAL questionnaire for measuring hotel service quality attributes, and paired t ‐test and the Mann‐Whi...

Purpose The purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years. Design/methodology/approach Content analysis of 1,033 different advertis...

This study was designed to examine the portrayal of men and women in a sample of 370 Spanish television commercials. The general objective was to compare and contrast the plurality and similarities between men and women as regards both gender role portrayals and sexism levels and also product stereotyping as the association of certain kinds of prod...

The efficient management of the information regarding customers, consumers or other users, in massive markets, is a necessary condition for the implementation of Customer Relationship Management (CRM) processes or relational marketing. A new approach of information technologies to consumer data should generate an analysis of customers' behaviour, b...

La demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la of...

La demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la of...

The present pilot research determines commercials' visual and auditory circumplex space of affective states and the influence of both emotional and informative content and of their running time in an audience's evaluation of TV commercials. A key methodological factor takes into account, on the one hand, the measurement of emotional content as expr...

En el presente trabajo se efectúa un análisis de contenido de la publicidad española en el medio revistas durante las últimas tres décadas del siglo XX. El objetivo último es el estudio de la evolución del contenido latente y manifiesto de la misma con relación a los estereotipos femenino y masculino. En este sentido, se procede en primer lugar a u...

El excursionismo y turismo a núcleos de pequeño tamaño con riqueza histórico-patrimonial y ubicados en el entorno rural es evidente en nuestro país. En este trabajo se propone una conceptualización y definición de lo que se entiende por excursionismo y/o turismo en destinos rurales-culturales, una propuesta del conjunto de variables conformadores d...

Aims to demonstrate, from a marketing and market segmentation point of view, the need to adapt the construct of the family life cycle to the particular features of the Spanish social environment, given the obvious differences in the structure of Spanish households in relation to the USA. From this marketing and cross-cultural approach, a review of...

This study examines the portrayal of men and women in a sample of Spanish television commercials, attempting to extend past investigations developed in other countries (i.e. USA, United Kingdom and Canada). Traditionally, television commercials have served to reinforce conventional sex role stereotypes. Together with sex role stereotypes, there hav...

El presente trabajo tiene por objeto la determinaci�n de los efectos de las expresiones emocionales e informativas contenidas en los anuncios sobre su percepci�n. En concreto, se identifican los factores que influyen en que un anuncio sea percibido como excitante, entretenido, irritante e informativo. Como innovaci�n metodol�gica se tiene en cuenta...