Pedro Mir

• PhD - MBA
• Professor at Universidad de Navarra

This study examines influences on quality-of-life of national cultures as complex wholes and entrepreneurship activities in Brazil, Russia, India, China, Germany, and the United States (the six focal nations) plus Denmark (a small-size, economically-developed, nation). The study tests McClelland's (1961) and more recent scholars' proposition that s...

The digital context has caused the transformation of fashion brands into something more than producers and distributors of fashion products. In a context of disintermediation, through their online webpages or social media, brands are broadcasters and direct communication channels for audiences. This transformation implies profound changes for fashi...

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of em...

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a yo...

Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to t...

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a yo...

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged.

This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of...

This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of...

Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápid...

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustaina...

This research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take advantage of the tools presented by the social media....

This paper aims to analyze the activity of the three biggest movie studios in social media, 20h Century Fox, Warner Bros and Universal Studios, and how that is affecting in the numbers and importance of each. Through deep searches, professional advice and the use of some statistic programs, we were able to pull out some interesting assumptions that...

The advertising sector is immersed in a period of change in various ways, from a structural level to the type of insertions to be made in the media. Methodologically, the qualitative Delphi technique is applied herein, being the most recom- mended prospective approach for such emerging research topics. It is concluded that the key factors that defi...

Purpose This précis on recent service breakdown prevention (SBP) theory and research advocates innovation organizational leadership and actions via business-to-organization (B-to-O) training focusing on how to manage face-to-face server-client encounters by designing/engaging in effective processes to achieve highly desirable outcomes. This researc...

The digital environment as a context and set of tools for marketers’ actions is the subject of considerable and growing interest in literature. The phenomenon is significant in many industries, with specificity within particular sectors in which, as in luxury fashion, the development of the online market has been particularly significant over the y...

Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is...

This study describes the use of a true (not quasi or “natural”) field experiment to test the impact of a third-party endorsement message embedded in an email advertisement on customer behavior – the message embed calls attention to reviews of third-persons’ hotel-stays, mostly positive assessments, and a high overall rating (i.e. four stars in Trip...

This study investigates competing for theoretical stances (i.e., choice overload vs. choice cornucopia) and explores how increases in spending occur in high and low choice conditions following receiving promotional gift offers in a service consumption setting. This study includes a nonobtrusive field experiment (n = 200) that includes measured and...

In the present research we make a comparative study in detail of the evolution of several commercial indicators linked to the activity of the car dealers located in territories economically depressed during the crises of 1993 and 2008, as well as an analysis of the evolution in the same periods of its financial results and of various socioeconomic...

l objetivo de esta investigación es analizar de qué manera impacta el uso de los servicios de mensajería instantánea en el entorno universitario español y qué consecuencias positivas y negativas genera en el comportamiento estudiantil. Para ello se trabajó sobre la aplicación más popular en el territorio en cuestión, WhatsApp, y la utilización que...

Cómo citar este artículo / Referencia normalizada JF Fondevila-Gascón, J Marqués-Pascual, P Mir-Bernal, M Polo-López (2019): "Usos del WhatsApp en el estudiante universitario español. Pros y contras". Revista Latina de Comunicación Social, 74, pp. 308 a 324. Extra Jóvenes. Medios y cultura colaborativa (08) Usos del WhatsApp en el estudiante univer...

Uses of WhatsApp in the Spanish university student. Pros and cons Joan Francesc Fondevila-Gascón [CV] [ ORCID] [http://orcid.org/0000-0002-6587-939X] [ Abstract Introduction: The objective of this research was to analyse how the use of instant messaging services impacts the Spanish university context and what positive and negative consequences it g...

ABSTRACT: In the present research we make a comparative study in detail of the evolution of several commercial indicators linked to the activity of the car dealers located in territories economically depressed during the crises of 1993 and 2008, as well as an analysis of the evolution in the same periods of its financial results and of various soc...

People feel emotional attachment to historical events. Heritage is the representation of the sensitive response that many luxury brands developed in their customer. This paper examines how Rolex use heritage like a strategy that enhances the luxury level of a brand. Using heritage and innovation, Rolex has developed a brand that considers historica...

This article aims to study the effects of the social media posts of sports brand (Nike) on the target audience and focusing in Facebook and Instagram, part of the top three most popular social media sites used by teenagers and young adults in the USA. We look at the content of the post (both the photo and caption) and analyze the audience’s respons...

This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within...

The vitality of the Internet highlights the research relevance that online reputation studies are acquiring. Most available research suggests that online reputation might also be managed (Online Reputation Management, ORM). However, technology development has given consumers a digital fingerprint and impact on a brand reputation. Therefore, brand r...

Rosa, a wealthy young woman, planned an elaborate celebration for her twenty-first birthday. She planned a weekend of activities for her friends in Barcelona, rented a beautiful house next to the beach, booked an expensive restaurant dinner, and for the end of the night made a reservation and paid a deposit for a private party at the most upscale b...

This special issue includes 27 customer experience (CX) trade tales as told in the words of real shoppers and customers. Some tales are of dilemmas and cognitive dissonance, whilst others share their elation at receiving the value, satisfaction, and respect they felt they deserved. When reading these accounts, you are likely to agree that there is...

The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the...

Actas del IX Congreso de ciberperiodismo (Bilbao, 2017) - Innovación y emprendimiento al servicio de las audiencias. Ziberkazetaritzari buruzko IX Nazioarteko Kongresuaren aktak (Bilbo, 2017) - Berrikuntza eta ekintzailetza audientzien zerbitzuan Proceedings of the IX International Conference on online journalism (Bilbao, 2017) - Innovation and...

Analysis metrics of social media are multiplying in order to reflect the performance that companies can get from the Internet activity. It is an essential formula for the information professional as embodying the efforts made in communication. After analyzing different metrics to be used depending on the type of target to be attained with them, the...

The purpose of this research is to analyse how airline companies are using social media, namely on Facebook, Instagram and Twitter, to create customer value. The paper analysed in depth some statistics of those media, in general best campaigns that connected directly on an emotional level of the client. Particularly, we focus on a one-month observa...

The following research outlines the online activity and social presence of chosen world leading fast food restaurants: McDonald´s, KFC, Burger King and Pizza Hut. The analysis was done to examine how these companies use social media as a mean of engaging with their customers and how successful they are in doing so. The methodology section includes...

Social Networking Sites (SNS) and Instant Messaging (IM) applications have become very popular in the last decade. This article aims to investigate to what extent university students make use of SNS and IM in relation with learning and university-related work. In order to do so, a survey was conducted among 115 university students. Results show tha...

This study examines influences on quality-of-life of national cultures as complex wholes and entrepreneurship activities in Brazil, Russia, India, China, Germany, and the United States. The study tests McClelland’s (1961) and more recent scholars’ proposition that some cultural recipes nurture entrepreneur startups while other cultures are biased t...

The vitality of the Internet highlights the research relevance that online reputation studies are acquiring. Most available research suggests that online reputation might also be managed (Online Reputation Management, ORM). However, technology development has given consumers a digital fingerprint and impact on a brand reputation. Therefore, brand r...

Synopsis This chapter shows how to construct and test case-based macro models. The chapter makes use of national data to examine influences on quality-of-life of national cultures as complex wholes and entrepreneurship activities in Brazil, Russia, India, China, Germany, and the United States (the six focal nations) plus Denmark (a small-size, econ...

The decision-making from a tourist depends on the social media experience. For tourists, the importance of qualitative sources (for example, comments in forums of websites, blogs and social networks: Internet technologies) is increasing for tourist enterprises. A representative percentage of tourists choose destinations thanks to the opinions of ot...

Social network popularity has been greatly increased over the last years. Due to the high amounts of users, companies have shown interest in utilizing these networks as a means

In this article we study the social media use by business tourists coming to Barcelona (Catalonia). The methodology used is a quantitative method that converts the object of study into numerical data, with emphasis on the measurable objective. We devise a quantitative questionnaire. The multiple choices are an instrument for obtaining data and it i...

This study examines influences on quality-of-life of national cultures as complex wholes and entrepreneurship activities in 28 nations. The study tests McClelland's (1961) and more recent scholars' proposition that some cultural recipes nurture entrepreneur startups while other cultures are biased toward thwarting startups. The study applies comple...

Social media are influencing the decision-­‐making tourist on holiday destination choice. Comments in forums blog and websites, and social networks are a source of information increasingly taken into account by the end customer (active in the Word on Mouth) and by the tour company, aware of the relevance of that content. The growing information off...

Social media are influencing the decision-making tourist on holiday destination choice. Comments in forums blog and websites, and social networks are a source of information increasingly taken into account by the end customer (active in the Word on Mouth) and by the tour company, aware of the relevance of that content. The growing information offer...

EVALUATION OF VOICE THROUGH DIGITAL MEDIA: IMPACT ON EDUCATION AND PERFORMANCES J.F. Fondevila-Gascón ¹, J. Casas ², P. Mir-Bernal ³, E. Santana-López ⁴, J. Rom-Rodríguez ⁴, L. Feliu-Roé ⁵ 1Universitat Pompeu Fabra (SPAIN) 2CECABLE (SPAIN) 3Universidad de Navarra (SPAIN) 4Universitat Ramon Llull (SPAIN) 5Escola Universitària Mediterrani (UdG) (SPA...

ABSTRACT: In the present research we study the evolution of several commercial indicators linked to the activity of a vehicle dealer and the sales figures of the seven major generalist brands in the industry (Renault, Citroen, Peugeot, Seat, Ford, Opel and Volkswagen) in an economically depressed area during the period between 2005 and 2008, the pr...

Resumen En la Sociedad de la Banda Ancha, conseguir financiación para los contenidos de calidad (diarios digitales, blogs científicos o revistas científicas, por ejemplo) es el objetivo angular de la industria editorial. En el ámbito del periodismo digital se han consolidado modelos (no tanto resultados) como el freemium (una parte abierta, otra de...

La fotografía es uno de los indicadores singulares del periodismo digital. Entre sus exponentes (texto, fotografía, vídeo, sonido o infografía), el fotográfico se metamorfosea en en el entorno virtual. Se presenta un análisis empírico compa-rativo entre los diarios de cuatro países de relevancia a escala global: Alemania, Estados Unidos, Japón y Re...

Digital advertising remains the main source to the media on the Internet, despite the evolution of more structural formulas like paywalls, partial or full. As reality that will endure over time, it is essential to analyze its features, which facilitates decision making of the newspaper company and the content production phase. The results of a comp...

This research tries to demonstrate that social networks (mainly used through smartphones) influence the decision to buy tourism products, specifically in the rate for young users (up to 29 years old). In the methodology, after analyzing the use of the media and social networks as a way of promotion and recommendation of tourism products, it is perf...

Smartphones and social media influence the decision to buy tourism goods, especially in the case of business. Specifically, we show that smartphone bookings made by business tourists coming to Barcelona are increasingly popular. Methodologically, we devised a quantitative questionnaire. Data collection was carried out for 4 months in 2015 with n=15...

p>This paper tries to demonstrate that virtual communities or social media influence the decision to buy tourism products. Specifically, we show that smartphone bookings made by business tourists coming to Barcelona are increasingly popular. The methodology used is first a comprehensive literature review on the topic, media and social networks as a...

La introducción de Facebook en el aula universitaria en España: la percepción del estudiante The Introduction of Facebook in the University Classroom in Spain: Student Perception Recibido 4 de Mayo de 2015. Revisado 2 de Julio de 2015. Aceptado 22 de Octubre de 2015. La penetración de Facebook en el tejido estudiantil es una realidad tecnológica ed...

La penetración de Facebook en el tejido estudiantil es una realidad tecnológica educativa con la que la universidad debe convivir. Ante ello, se plantea la disyuntiva de tratar de incorporar la red social como factor de enriquecimiento en la relación entre alumnado y profesorado, o alejarla de las aulas. De hecho, existe un gap entre el uso de los...

La penetración de Facebook en el tejido estudiantil es una realidad tecnológica educativa con la que la universidad debe convivir. Ante ello, se plantea la disyuntiva de tratar de incorporar la red social como factor de enriquecimiento en la relación entre alumnado y profesorado, o alejarla de las aulas. De hecho, existe un gap entre el uso de los...

Hybrid Broadcast and Broadband TV (HbbTV) is a new device that combines common visual and audio media consumption like we know it with the possibilities of the Internet. As a consequence, HbbTV facilitates not only new forms of consumption, but provides us with new possibilities in education. Schools and other educational institutions like universi...

Stereotypes are a common element in advertising and cinema. That characterization, based on a classification of ten stereotypes, facilitates quantitative and qualitative analysis. Thus, we compared the use of taxonomy of stereotypes and sexism in advertising spots and in films, in order to determine which branch profiles are used more social repres...

Resumen La relación entre educación y TIC es especialmente dinámica en el siglo XXI, sobre todo a raíz de la aparición y popularización de las aplicaciones telefónicas móviles, encabezadas por la mensajería instantánea (WhatsApp o BlackBerry Messenger). La difusión de estas aplicaciones entre los estudiantes puede generar conductas adictivas o caus...