Pedro Cuesta-Valiño

Pedro Cuesta-Valiño
University of Alcalá | UAH · Department of Economics and Business

Doctor of Economics and Business Administration

About

67
Publications
24,922
Reads
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358
Citations
Additional affiliations
September 1996 - present
University of Alcalá
Position
  • Professor (Full)
Education
September 1994 - February 2002
Universidad Autónoma de Madrid
Field of study
  • Economics and Business Administration
September 1987 - July 1992
Universidad Autónoma de Madrid
Field of study
  • Economics and Business Administration

Publications

Publications (67)
Article
Purpose The study of the background to programmatic advertising is of great interest in the context of digital marketing. Therefore, the main aim of this research is to define a structural equation modelling (SEM) model, which allows studying the relationship between the usefulness and privacy of online ads to increase the effectiveness and efficie...
Article
Full-text available
E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans' sponsorship response (represented by the variables interest, purchase intention...
Article
Purpose-The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context. Design/methodology/approach-In building the model, a partial least squares structural equation modeling approach was followed. More tha...
Article
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Traditional commerce does not have a great variety of products: it has a more leisurely sale and does not develop impulse buying. The most important factor is the direct relationship established between the seller and the customer, facilitating advice and creating a relationship of trust between the two. Traditional retailers nowadays need digitiza...
Article
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While some social networks like Facebook are losing interest among digital influencers, TikTok continues to grow, capturing and impacting centennials and millennials alike. This situation highlights the new generations’ increasing interest in short video formats, which are also becoming a new window of communication between companies and consumers....
Article
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Dada la tendencia hacia la globalización a todos los niveles, existen otras apuestas que exigen la transformación de los espacios geográficos manteniendo sus características originales (predominio de las pequeñas empresas, comercio local o importancia de las relaciones locales) y con consecuencias económicas positivas en las empresas locales. En es...
Article
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Este artículo analiza los cambios como la pandemia está afectando al comercio minorista, acelerando la incorporación de tecnología y la adaptación a los nuevos clientes con demandas diferentes (más especializadas, con más valor a lo local, con mayor presencia de la venta online y los medios digitales como instrumento de comunicación entre el comerc...
Article
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Sports management is booming, thanks to society’s growing interest in sports in general. This work provides an exhaustive review of the scientific literature of one of the variables most coveted by managers: loyalty. Antecedents positively related to loyalty are also conceptualized in this paper. The scientific literature search was limited to the...
Article
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The high degree of depopulation in certain areas of Spain is a serious threat to the country, and is aggravated by the ongoing loss of population from those areas. Rural tourism is one of the activities that can help prevent this depopulation. However, to successfully promote such tourism, we must consider the elements that have the greatest influe...
Article
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China is not only becoming a major international tourist destination, and it also has huge potential as an issuing market. Spain, meanwhile, has long ranked among the world’s top tourist destinations, and as an issuing market, it is gradually growing in importance. There is high potential for an increase in tourist flows between Spain and China in...
Article
Purpose The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty. D...
Article
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Tourism is an activity that contributes directly and indirectly to the development of rural areas. But this development needs to be sustainable. To do this, appropriate policies that positively influence these areas from an economic, social and cultural point of view must be implemented. All this in accordance with the Sustainable Development Goals...
Article
Full-text available
Tourism is an activity that contributes directly and indirectly to the development of rural areas. But this development needs to be sustainable. To do this, appropriate policies that positively influence these areas from an economic, social and cultural point of view must be implemented. All this in accordance with the Sustainable Development Goals...
Conference Paper
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Starting from the usefulness of business games as teaching-learning instruments, the objective of this work is to analyze how a Business Simulation Game, MSM02, already used successfully in face-to-face teaching (for which it was conceived), still works as a transition to virtual teaching. Its implementation and adaptation to the online environment...
Article
Purpose This study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneur...
Article
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In recent years, rural tourism has experienced a major boom; it was once a secondary type of tourism but has now become a significant alternative option within the Spanish economy. This type of tourism facilitates the sustainable development of the host communities and their surrounding areas, becoming an extra source of income in some cases, and t...
Article
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Federations are concerned about attracting new sportsmen and sportswomen and increasing the number of members. The purpose of this research was to describe karate federations' strategies for attracting and retaining members through happiness. The analysis was carried out by designing a structural equation modeling (SEM), which allowed to analyze th...
Article
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El turismo rural en España se ha convertido, en los últimos años, en una variante turística con un número de practicantes que va en aumento. Muchos de estos turistas buscan en sus visitas al mundo rural, un bienestar que su día a día no les proporciona. En este estudio, se analiza la satisfacción obtenida por el turista en cualquier estancia turíst...
Chapter
There are several studies that analyze the relationship between happiness and the dimensions of commitment in the labor and religious scope. So, one of the novelties of this work is the analysis of commitment from the scope of sports. Likewise, in the present work the commitment of the federated in Spanish karate and its relation with happiness is...
Chapter
The eradication of hunger in the world is one of the most important causes for humanity. According to the Food and Agriculture Organization (FAO) report “The State of Food Security and Nutrition in the World 2019,” one in nine people on the planet goes hungry. Climate change and warfare are two key factors in this increase and causes of serious foo...
Article
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Sports federations are non-profit organizations that compete for members and resources. These organizations are obliged to cooperate on the environment, nature conservation, and sustainability together with other public bodies. Given this situation and the necessity to differentiate themselves from commercial sports providers, it is essential for s...
Article
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This article proposes a novel management model for cultural, creative, and historic tourism cities. The creation of the model is based on previous literature and in the study of Barrio de las Letras, in Madrid, to identify the key components to successfully develop creative tourism ecosystems. The model integrates the literature on city center mana...
Chapter
Existen numerosos estudios que han vinculado el concepto de deporte y el de felicidad, ya que el deporte está asociado a una mejor salud, a la diversión, a la relajación, así como a otros términos indicadores de felicidad. Concretamente, en el ámbito del deporte, el karate es una disciplina deportiva que practican y en la que se federan fundamental...
Article
Brand related goals in the online environment are consistent with those of the retail environment: providing products and services that ultimately convert customers into brand loyal customers. Investigating the components of e-loyalty may be a way to improve it. Using a Spanish sample, this study investigates a nine-dimension, latent variable model...
Chapter
A lo largo de las últimas décadas, se ha demostrado la efectividad del empleo de los juegos de simulación empresarial, como un poderoso instrumento para la enseñanza y aprendizaje de la gestión de empresas. Existen numerosos trabajos que muestran empíricamente esta evidencia (Misfeldt, 2015; Fajardo y Vaca, 2017). En todos ellos, se comprueba cómo...
Article
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The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and in...
Article
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Information and Communication Technology (ICT) tools are perfect for developing tourism. Several countries are making an effort to become smart and sustainable tourist destinations, making it easier for tourists to interact with their environment while at the same time improving the quality of life for local people. There are many studies of this p...
Article
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El principal objetivo del presente trabajo es primeramente analizar las causas de la escasa variación en el número de licencias deportivas en de los 10 últimos años y en consecuencia aportar estrategias de captación y fidelización del federado. Una de las novedades de este trabajo es que se analizan las principales variables que afectan a la felici...
Chapter
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The new trends in the tourism industry have led to the emergence of an offer of urban tourism of experiences to which creative destinations respond, such as that of Barrio de Las Letras. The cultural, commercial and leisure offer of Barrio de las Letras implies an adaptation and remodeling of a historic center that offers new experiences to tourist...
Article
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La relación entre el deporte y la felicidad es un hecho probado en multitud de ocasiones, el ejercicio físico aporta al deportista diversas sensaciones positivas todas ellas muy relacionadas con el término felicidad. Por tanto, partiendo del hecho de que la práctica deportiva produce felicidad, el objetivo de este estudio es de averiguar qué variab...
Chapter
According to recent studies, the sports’ field is one of the fields making society happier. As a matter of fact, such is the importance given to sport, that it becomes one of the most famous New Year’s resolutions. In this research, it is studied how creativity, through advertising, can be the cause of a remarkable improvement in the image of brand...
Chapter
Entender la aceptación y uso de una tecnología constituye una de las corrientes de investigación más maduras y fructíferas dentro de los sistemas de información y comunicación. En el marco de la interacción que se produce entre la tecnología y los seres humanos, aparecen dos conceptos ampliamente utilizados en la psicología: la experiencia de flow...
Article
The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance (hypermarkets). An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for hypermarkets' performance and illustrates which CSR dimensions are the most impo...
Chapter
El mercado vitivinícola se presenta en un panorama complejo, cambiante y altamente competitivo. Por lo que el presente trabajo tiene como principal objetivo analizar las variables que permiten el desarrollo de estrategias de marketing que creen valor añadido desde la diferenciación en las denominaciones de origen, la creatividad y la felicidad para...
Article
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El principal objetivo de esta investigación, es analizar el panorama que se deriva del masivo uso de las nuevas tecnologías, en especial las redes sociales, entre los segmentos más jóvenes de la población musulmana. Se analizan, por una parte, en qué medida las empresas diseñan campañas de comunicación específicas para el segmento musulmán, actuand...
Article
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Corporate Social Responsibility (CSR) is a discipline of high interest to academics and practitioners. Nevertheless, there is no consensus yet on a definition and fundamental approaches. Over the last decades, new components of CSR have appeared, together with other derivative concepts that incorporate a very marked environmental dimension that con...
Article
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Hypermarkets have experienced substantial restructuring in the recent past because their situation has generated the necessity to develop new models that include different new aspects. The question under consideration here is whether the adoption of measures of corporate social responsibility (C.S.R.) by hypermarkets in Spanish markets can solve th...
Article
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This works focuses on the advantages of being a Muslim-friendly tourist destination. We discuss the halal economy in general and in particular we define the concept of halal tourism, its economic importance and how non-Muslim countries are adapting their tourism offering to the Muslim segment. We will concentrate on Halal tourism in Spain. Our pape...
Article
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En la actualidad la marca es un instrumento clave de valor añadido en las empresas. Una marca fuerte es un instrumento que permite crear y mantener una valiosa ventaja competitiva en entornos competitivos y globalizados. Esta investigación analiza el valor de las marcas desde la perspectiva del detallista con una metodología objetiva que permite po...
Article
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Modelos como la Teoría de la Motivación para la Protección (TMP) tratan de determinar las informaciones y variables consideradas por los individuos al plantearse un cambio de conducta, así como la mayor o menor importancia de unas y otras. Los responsables de marketing social necesitan comprender mejor las razones que llevan a adoptar o no el nuevo...
Article
Models as the Protection Motivation Theory (PMT) aim to understand those data and variables considered by individuals when facing the challenge of a behavioural change, as well as the more or less important they are. It is a key issue for social marketing responsibles, as they need a better understanding of the reasons for compliance or not with a...
Article
The credibility of municipal services is a sort of psychological feeling, in other words, a sense of trust. The credibility has become a decisive factor for the transformation of municipal service and an important driving force of better quality in services and satisfaction in citizen. In this paper, we are trying to contribute for improving the re...
Article
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Despite the growing use of commercial communication in different economic sectors, literature still has certain theoretical and practical gaps. These gaps are produced because there still exists a lack of information about which variables are those that make up commercial communication as well as which of those variables is the most effective. With...
Article
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The search for factors that determine the quality of public services facilitates provision of those services to the citizenry, when and where they need them. This work aims to contribute to improving the relationships between small local public administrations and citizens through analysis of the relation between quality and satisfaction, in additi...
Article
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El presente artículo efectúa una aproximación a la cuestión del papel de las tecnologías de la información y comunicación en los canales de distribución en el área de la gestión logística y de la cadena de suministro en un contexto en el que las empresas de distribución comercial están cada vez más concentradas y tienen cada vez mayor poder frente...
Article
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Uno de los objetivos de primer orden, en todas las Administraciones Públicas, es la medida de la satisfacción. En primer lugar, porque permite escuchar directamente a los ciudadanos sobre lo qué opinan de los servicios que reciben y, en segundo lugar, porque la satisfacción es una medida del resultado de la prestación de dichos servicios. En este s...
Article
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The main goal of this paper is to present a general approach to the activities undertaken by the Spanish banking sector within a Corporate Social Responsibility (CSR) framework as well as to analyse the financial dimensions once its main concept has been previously stated. The idea is to establish a theoretical framework of this increasingly import...
Article
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El turismo rural es un fenómeno que ha presentado un incremento en los últimos años fabuloso, pero con el paso del tiempo, el propio concepto de producto turístico rural ha evolucionado. Uno de los aspectos más abandonados es la gestión medioambiental que, dado el lugar donde se realiza el turismo rural, es intrínseco a la propia práctica de esta a...
Article
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El Marketing es una disciplina que tradicionalmente se ha circunscrito al campo empresarial y a las transacciones de naturaleza económica. A partir de los aóos setenta, el marketing también ha sido aplicado por organizaciones distintas de las empresas, como las entidades públicas y las organizaciones no lucrativas. Pero desde la última dúcada, las...
Article
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El sector de la distribución comercial española ha vivido en los últimos años en un contexto muy dinámico sufriendo un proceso de cambio muy importante. En esta situación tan cambiante las empresas más grandes del sector están desarrollando estrategias de crecimiento agresivas que provocan a su vez importantes cambios dentro del sector. Desde este...
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Tesis doctoral inédita. Universidad Autónoma de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Financiación e Investigación Comercial. Fecha de lectura:27-02-02 Bibliogr.: p. 406-423

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