Rubén Huertas-García

Rubén Huertas-García
University of Barcelona | UB · Department of Business

PhD Business Administration

About

69
Publications
14,597
Reads
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507
Citations
Additional affiliations
February 2007 - present
University of Barcelona
Position
  • Tenured Assistant Professor
Description
  • Faculty of Economics and Business (Universitat de Barcelona) Main Building, Tower 2, 3r Floor (2312) Diagonal, 690 08034 Barcelona Telf.: +34 934039391
February 2000 - August 2009
Universitat Politècnica de Catalunya
Position
  • Part time associate professor

Publications

Publications (69)
Article
Full-text available
The Covid-19 pandemic has stimulated the use of social robots in front-office services. However, some initial applications yielded disappointing results, as managers were unaware of the level of development of the robots’ artificial intelligence systems. This study proposes to adapt the Almere model to estimate the technological acceptance of servi...
Article
Full-text available
In recent years, the rapid ageing of the population, a longer life expectancy and elderly people’s desire to live independently are social changes that put pressure on healthcare systems. This context is boosting the demand for companion and entertainment social robots on the market and, consequently, producers and distributors are interested in kn...
Article
Full-text available
The present work aims to empirically analyse the halal food purchase intention from the perspective of Spanish consumers. This is considering the fact that even though Spain is a country where Muslims are not the majority, it still has a big potential to become a major halal tourist destination. The collected data were retrieved through a survey of...
Conference Paper
Full-text available
Robots are expected to become part of everyday life. However, while there have been important breakthroughs during the recent decades in terms of technological advances, the ability of robots to interact with humans intuitively and effectively is still an open challenge. In this paper, we aim to evaluate how humans interpret and leverage backchanne...
Article
Full-text available
This quantitative study aims to observe the purchase intention of halal food products in Spain from the perspective of Muslim tourists. 500 Muslim respondents who have visited Spain participated in answering our research questionnaire. The data were analyzed using the PLS-SEM method using SmartPLS 3.0 software. Our result shows that both the halal...
Article
Full-text available
The purpose of this paper is to investigate the factors that influence purchase intention of halal food among Spanish Muslim consumers. Data were obtained from a survey of 228 consumers living in various regions of Spain, then analyzed using the partial least squares technique. Our results showed that product awareness does not have an effect on pu...
Article
Full-text available
The behavior of firms is changing as new kinds of businesses evolve. In particular, companies are now seeking to optimize their value, especially their intangible value—referred to as brand equity value—which has many behavioral drivers. The analysis of brand equity determinants in the financial sector (e.g., ethical investments, sustainability and...
Article
Store flyers are still one of the most important marketing communication tools used by retailers to promote new products, announce new stores, and communicate special offers. Considering the important budget share of store flyers as a promotional tool in retailing, retailers and academics want to understand how their design influences consumers’ be...
Article
Purpose The purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and price difference bet...
Article
Full-text available
p class="Abstract">The current model of competency-based learning requires new tools that allow students to develop these competencies and become active subjects of their learning (rather than passive receivers of a contents). Gamification or ludification is becoming an innovative trend in many areas, also in higher education. Games can provide a u...
Article
Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensio...
Article
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical a...
Article
Purpose – The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understand...
Article
Full-text available
Purpose Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment’s design to each respondent depending on their previously stated preferences, ordered in a self-assessment questionnaire. The purpose of this paper is to d...
Conference Paper
This case is an exploratory study of a particular area to identify emerging issues within the world of wine, including opportunities and challenges. These challenges are framed in the context of a tough financial settlement that has paralyzed public investment to the detriment of private investment. For this purpose, it is estimated that a number o...
Conference Paper
The purpose of this case study is to promote the entrepreneurial skills of business students in the field of strategic tourism marketing. The case refers to the renowned wine region of Priorat in Catalonia (Spain) and shows a cause - effect situation in the framework of the deep and long crisis that Spanish economy is suffering since 2009.
Article
Full-text available
The use of conjoint analysis for studying strategic decision processes is considered an improvement on the usual post-hoc methods. However, since joint experiments evaluate the perceptions of profiles of the environment, described by sentences, instead of evaluating preferences, arises the problem that the reporting burden generated by these scenar...
Article
Full-text available
El análisis conjunto se ha convertido en la técnica más utilizada pare medir las preferencias de los consumidores sobre los nuevos productos que se van a lanzar al mercado. Uno de los elementos clave para su aplicación en investigación de mercados es su diseño experimental. Se trata de una matriz que describe las combinaciones de atributos y nivele...
Article
Full-text available
Exposing individuals to erotic stimuli modifies perceived time horizons, causing subjects to assign greater value to the present than the future. This can be explained by different models, including the theory of visceral factors and evolutionary psychology. Specifically, evolutionary theory analyses the latest reasons as explanatory variables of t...
Article
Full-text available
Purpose – This purpose of this investigation is to compare the perceptions of competitive advantage through cost leadership and differentiation with sustainable practices of wineries from the USA, Italy and Spain. Design/methodology/approach – Data are collected via self-report web-based surveys in California, Tuscany and Catalonia in 2010-2011 du...
Article
Full-text available
Conjoint analysis is a technique used to study consumer preferences in market research. One of the most important issues is to determine the choice set which respondents must assess; usually factorial designs to estimate part-worth factors have been used. But, if the researcher is also interested in estimating two or more factor interactions, facto...
Article
Confusion about what constitutes sustainability and the lack of incentives are two major factors interfering with the expansion of sustainability efforts in Spain’s wine tourism industry, according to a survey of forty-nine wine practitioners at forty-six small- and medium-size Spanish wineries. The study identified the following four overall strat...
Article
Full-text available
The influence of cause-related marketing campaigns on consumer behaviour is a key topic of interest in recent marketing literature. Both brand- and cause-related individual's involvement are frequently incorporated into consumer response models. However, such involvements are based on the premise of a strong level of affinity towards the brand or t...
Article
Full-text available
Internet has become one of the most important channels for the promotion and sale of services related to tourism. As a result, producers and distributors alike are keen to resolve the question as to which factors will determine website choice by internet browsers. In this paper we develop an experiment to determine the factors that need to be taken...
Article
Netnography is a new qualitative research methodology. It adapts the techniques of ethnographic research to the study of emerging cultures and communities that communicate by computer in response to cultural phenomena associated with the rise of the internet and the increasing number of consumers who use it to keep themselves informed and to build...
Article
Full-text available
La netnografía es una nueva metodología de investigación cualitativa que adapta técnicas de investigación etnográficas al estudio de culturas y comunidades emergentes a través de la comunicación mediada por ordenador, y surge como respuesta al fenómeno cultural del crecimiento de Internet y al creciente número de consumidores que utilizan la Red pa...
Article
This paper aims to clarify and characterize the role of flow in student's behavioural processes in virtual learning environments. To this end, an integral model of flow in e-learning environments is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of seven in-dep...
Article
The purposes of this study are to demonstrate how it is possible to determine which attributes are the most important in the final choices of tourists who use a travel agent brochure as a source of information and how these attributes influence perceived value in a pre-purchase stage. We conduct the study in three phases: (i) a qualitative study, (...
Article
Purpose ‐ Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the net. The main advantages of electronic shopping over other channels include the reduced costs of searching for products and for product-related information. Research has...
Article
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research. As a result of technological development, today it is common for researchers to use sequential experimental methods for adjusting design factors in successive phases. In particular, in the field of consumer behaviour these models are used pr...
Article
Full-text available
Preference formation developed during the consumer's evaluation of alternatives is one of the most important stages in models of consumer purchasing behaviour. This is especially true for the purchase of vegetables. The purpose of this paper is to analyze the role of extrinsic versus intrinsic attributes in the behaviour of consumer when purchasing...
Chapter
The identification of relevant attributes is the first objective of conjoint analysis. Today, as a result of technological development, it is common for researchers to use adaptive conjoint analysis (ACA) which combines different types of research (e.g. self-assessment questionnaires with an orthogonal design for experiments). ACA, based on partial...
Article
This paper explores users loyalty to airlines’ websites, by examining differences among users belonging to the Y, X and baby boomer generations. The results indicate that to obtain users loyalty to a company’s site, it is necessary to first, affective e-loyalty, through e-trust, which is also positively influenced by offline perceived value, e-sati...
Chapter
Many studies have used an experimental design to evaluate the characteristics of effective communication and to attempt to identify relationships between specific controllable variables (factors such as the source and the message) and outcome variables (such as attention, comprehension, and attitudes, which affect willingness to purchase). The nove...
Article
Internet has been viewed by many travel organizations as an innovative and competitive marketing tool in offering travel-related information and online transaction opportunities (Doolin et al., 2002). But, Internet also has proportionate opportunities to appear new intermediaries in the new hotel value chain (Connolly et al., 1998). A substantial p...
Article
Customer satisfaction is an important objective in all areas of business and services. A key issue in today's design activities is to achieve customer satisfaction in an economical way by finding the attributes that are most valuable to customers. In this paper we propose a formal and efficient methodology to design a new service, which is an impro...
Article
Customer satisfaction has become one of the main objectives in all areas of business, especially the tourist trade. One of the most difficult problems is to know how to obtain this satisfaction, which involves identifying customers’ needs and desires, and transferring them to our product or service specifications. In order to ascertain the consumer...
Article
Customer satisfaction is an important objective in all areas of business and services. A key issue in today's design activities is to achieve customer satisfaction in an economical way by finding the attributes that are most valuable to customers. In this paper we propose a formal and efficient methodology to design a new service, which is an impro...
Article
La satisfacción del cliente es uno de los objetivos principales de cualquier empresa y, en particular, de la gestión turística. Determinar qué deseos satisfacer y el cómo satisfacerlos es una tarea difícil. Para recoger la voz del cliente se le puede preguntar directamente o deducir sus deseos mediante métodos indirectos como es la experimentación....
Article
Customer satisfaction has become one of the main objectives in all areas of business, especially the tourist trade. One of the most difficult problems is to know how to obtain this satisfaction, which involves identifying customers' needs and desires, and transferring them to our product or service specifications. In order to ascertain the consumer...
Conference Paper
Increasing competitive pressure, the constantly accelerating transformation of the economy, and a stronger focus on value added have initiated the search for sustainable sources of competitive advantage. In this context, innovation has emerged as the new paradigm of superior performance, and economically useful knowledge (i.e. intellectual capital,...
Article
This paper addresses the implementation of financial cross functional links with the enterprise value-added chain including retrofitting activities at plant level when scheduling, planning and budgeting in short term planning in batch process industries. The main idea is achieving financial-supply chain integration into advanced planning and schedu...

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