Salvador Del Barrio-García

• Professor
• Professor (Full) at University of Granada

Brand equity is a pivotal concept in achieving competitive advantage, fostering customer loyalty, and enhancing organizational value. This chapter provides a comprehensive review of brand equity, tracing its evolution from foundational works by Aaker (1991) and Keller (1993) to contemporary advancements. It explores the conceptual boundaries of bra...

Teacher professional development is a key factor in improving the quality of education systems. E-learning and especially massive online courses are gaining importance as a support for this training, as they overcome many of the barriers to access to training and encourage cooperative learning. Although the aspects that influence the success of MOO...

Destination Marketing Organizations (DMOs) need to plan and execute their online communications effectively and must also endeavor to manage the information posted online by users about the destination—electronic word-of-mouth (eWOM). The present study approaches this challenge by examining the effect of the degree of congruence (high vs. low) betw...

We rely on Permanent Income to define a socioeconomic stratification system based on a latent trait measurement model using objective and widely available socioeconomic variables as reflective indicators, with an official panel of households spanning 2006-2020 in Spain. We obtain an objective and transparent stratification of Spanish society for th...

In today's digital world, it is crucial that Destination Management Organizations (DMOs) understand how tourists process and assimilate the information they receive through social media, whether this is posted online by the destination itself or by other users. When it comes to understanding the effectiveness of DMOs’ integrated marketing communica...

This chapter addresses a topic that has attracted the attention of brand management researchers over the past few decades: brand equity. However, there are still important unanswered questions. After framing the importance of the topic within the general literature on brand management, two major prisms through which brand equity has been studied in...

Purpose – The primary purpose of this study is to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in that process. The study also seeks to determine the extent to which the typology of the ecotourist moderates VCC. Design/methodology/approa...

In an increasingly innovative competitive environment, it is necessary to know the customer in depth and to understand the intrinsic determinants of customer loyalty to the restaurant and brand equity. Culture is a fundamental factor in understanding behaviour, which has often attracted interest because of its moderating rather than determining rol...

Knowledge of the value generated within Higher Education institutions is of great interest for various agents, in particular managers, as well as governments and society. University missions and their scope complicate any comparable measurement of the effects they may have. Perhaps the most adequate term for it and one that includes simple economic...

Social networks are a source of competitive advantage for destination management organizations (DMOs) in promoting user-generated content. In the online environment, the generational cohort to which the user belongs significantly determines their motivations, preferences, and behaviors. Against this backdrop, and in context of culinary tourism, th...

In recent years, MOOCs have become firmly established as valid e-learning environments and, as such, have been developed by many universities using different types of platform. Given the voluntary nature of MOOC enrolment, motivation is crucial to our understanding of why students register for and complete these courses. The present study explores...

The aim of this study is to analyse the moderating roles of restaurant type and client long- term orientation on the loyalty building process. In addition, this analysis delves into the role of customer satisfaction and delight in the dining experience on the development of loyalty to a restaurant. This study advances a moderator mediation model s...

Purpose. The purpose of this study is to examine the internal consistency of wine guides by comparing the judgements of experts who taste and review wines. It further classifies the wines into categories to establish whether expert reviews of similar wines are coherent. Design/methodology/approach. Sentiment analysis based on natural language proc...

Loyalty, described as the users’ commitment to an institution or resource, involving its repeated use and recommending its use to others is of the highest importance in the context of MOOCs, where participation is open and many actors with differing interests coexist. Therefore, how loyalty towards MOOCs is formed and the factors that can explain t...

Destination Marketing Organizations (DMOs) need to effectively plan and execute the online communication they generate, while at the same time being able to manage all the information, comments or opinions of the users (eWOM) about the destinations. This research addresses this question by examining to what extent the degree of message congruence (...

This editorial addresses the role of omni-channel communication and highlights the relevance of delivering unified communications across all branded touch-points in the marketing communications area, introducing the papers included in the special issue

Social networks represent an advantage for Destination Management Organizations (DMOs) promoting communication business-to-consumer (B2C) and consumer-to-consumer (C2C). This scenario brings up the question of how the user processes and integrates the information from different information sources (DMO vs. e- WOM) sometimes with a different degree...

This research study analysed how different degrees of congruence in DMO- and tourist-generated messages affect information processing in terms of attention (Time to First Fixation - TTFF, Fixation Count - FC and Dwell Time – DT), affective preference towards messages (in terms of Facebook reactions emojis), examining how two different generations p...

This paper analyzes the scientific research on brand equity published over the last three decades, based on data from the Web of Science (WoS) and Scopus databases. The research objective is to identify both the predominant and the emerging themes related to this topic. This study takes a bibliometric approach, analyzing the co-occurrence of keywor...

Hoy en día es fundamental que los gestores de destinos turísticos (DMO) planifiquen y ejecuten de manera efectiva no solo los esfuerzos de comunicación que ellos controlan en sus canales digitales, por ejemplo las redes sociales, sino también que sean capaces de gestionar las opiniones que generan los usuarios en redes sociales acerca de los destin...

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension’s brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist’s level of experience of the parent heritage brand. An experimental d...

Las organizaciones de destinos turísticos (DMO) utilizan cada vez con más frecuencia dentro de su estrategia de comunicación integrada de marketing (CIM) las redes sociales virtuales (RSV) como canal de comunicación para hacer llegar a los usuarios mensajes acerca del destino. Sin embargo, hoy en día en las RSV dicha información se mezcla con la qu...

The undeniable development of the television series sector in recent years has resulted in viewers having access to a large amount of television content, thanks largely to the development of technologies such as the internet and the emergence of video on demand. Given the scarcity of academic works that categorise these television contents, this ch...

Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-de...

This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation and (ii) examine the mediating role of IMC on the relationship between CC and brand performance (BP). Data were gathered via a self-administered online su...

Firms with high brand equity often employ the strategy of brand extension to place new products on the market. Very few studies have analyzed brand extensions in the cultural heritage context, and fewer still have dealt with brands carrying the World Heritage hallmark. This work contributes to the existing knowledge in this field by examining how c...

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for...

Achieving destination appeal and a competitive edge is a priority aim of tourist destination managers. The objective of this study is to help explain the formation of brand equity as a competitive strategy for a tourist destination. A model is proposed, in which complementary variables – internal to the consumer – are taken as antecedents of brand...

The present paper presents the results of a bibliometric analysis of published academic research dealing with restaurants in the fields of hospitality, leisure, sport and tourism. In particular, it aims to identify the structure of relationships between previous and current themes, predict emerging trends and provide a longitudinal perspective on t...

Conference Proceedings of the 25th International Conference on Corporate and Marketing Communications

This research try to examine the value co-creation (VCC) applied to online plataforms on ecotourism. Our study focuses on ecotourism because in recent years presented great development and has become an important driver of economic growth in various countries. Consumer behavior has changed to become active, participatory and collaborative actors i...

Purpose: The present paper examines the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity—both directly and also indirectly via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of customer-based brand equity- forma...

Over the last decade, scholars have recently emphasized the need for tourism marketers to orchestrate the wide range communication activities and forms via the adoption of Integrated Marketing Communication (IMC). However, prior research has almost neglected the role of IMC in hospitality management. This paper adopts a broad organizational approac...

One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examined, then a management model is proposed, with the...

Brand extension is a strategy widely-used among firms with high brand equity to launch new products into the market. This strategy has been the subject of considerable scholarly interest over the last few years. However, there are very few published works that have focused on analyzing brand extensions in the heritage context or, more specifically,...

This paper seeks contribute to the literature on the formation of consumer-based destination brand equity (CBDBE), on the premise that positioning is a major source of competitive advantage for organizations, coupled with an effective strategy to communicate that positioning. The aim of the study is (1) to examine which type of positioning (special...

The advertising and communications literature offer many (sometimes conflicting) media recommendations for the different the types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain...

The present research proposes and validates a model in which tourist motivations and self-congruity with the destination are considered antecedents of the perceived value of that destination, and in which the tourist’s previous experience of the destination exerts an important moderating effect. This model is estimated using PLS path modelling, bas...

Tourists nowadays rely predominantly on the Internet for their travel decision-making and for purchasing travel products. Given this, websites have become the most important medium to induce positive affect towards a destination, through safe and satisfactory online experiences. However, some travelers are still reluctant to purchase travel product...

The study explores the moderating effect of individuals’ cultural values on the users’ online experiences with the travel destination presented online. The moderating effect of uncertainty avoidance (UA), individualism (IND) and long-term orientation (LTO) on the interrelationships within the proposed model are explored. A bespoke experimental trav...

This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ec...

The advertising and communications literature offer many (sometimes conflicting) media recommendations for the different the types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain...

The globalized nature of markets has provoked interest in whether cultural difference may affect how consumers process the information via websites. Language, as a vehicle for cultural values, is an important factor in their design and the messages they convey. The present study analyzes how language moderates the relationships between online perce...

This paper examines how consumers develop their attitude toward a destination website and are influenced by its usability, perceived risk and perceived usefulness – all of which can enhance their purchase intention. To create an authentic browsing scenario for the study, a website was specially designed for a fictitious tourist destination. Partici...

As a widely-used strategy among firms wishing to launch new products, brand extension has been the focus of numerous studies in recent years. However, very few works have focused on analysing brand extensions in the cultural context – that is, the use of a brand linked to cultural heritage as the parent brand from which to grow the extension. The p...

The continued evolution of the Internet and the global nature of markets call for those businesses wanting to operate in international markets via the Internet to take into account the cultural values of users and the language in which they process the information they receive. Differences in national culture are fundamental to commercial strategy...

The aim of the present work is to validate a model of antecedents and consequences of university perceived value among graduates, and to analyse the moderating role of their level of involvement with Higher Education. Perceived value is proposed as the principal antecedent of perceived value, comprising four dimensions: teaching staff, infrastructu...

The study explores the moderating effect of individuals’ cultural values on the users’ online experiences with the travel destination presented online. The moderating effect of uncertainty avoidance (UA), individualism (IND) and long-term orientation (LTO) on the interrelationships within the proposed model are explored. A bespoke experimental trav...

Our study analyzes an educational experience based on the integrated use of social media within a higher education course under a personal learning environment approach and investigates the factors that determine students’ loyalty to social media learning. We examined the moderating role of need for cognition (NFC) in students’ formation of attitud...

Tourism is undoubtedly among the industries that better reflect the effects of globalization, technological advances (i.e. the Internet) being one of the most relevant drivers. Given the current market saturation of this sector, a better understanding of how tourists from different cultures process online information and forge their attitudes and b...

Globalisation and the broader use of the Internet have led both academia and professionals to dedicate a great deal of attention to the analysis of the cultural differences that exist within a market and between different markets. Language emerges as a relevant issue in current marketing and communication management environments, especially in onli...

Over the last two decades, Integrated Marketing Communication (IMC) has attracted a great deal of attention from both academia and practitioners and has recently gained momentum due to the increasingly more dynamic environment. Despite a significant research corpus, several authors still call for more conceptualization and measurement efforts, unde...

Growing market globalization is making that companies dealing with international markets pay special heed to intercultural differences among countries and their effects over consumers’ response. This situation is particularly important for those companies whose commercial operations are carried out through internet, as in the case of e-commerce bus...

Purpose– The purpose of this research is twofold: firsly, to conceptualise Integrated Marketing Communication (IMC) by adopting a more inclusive and broader organisational perspective, and secondly, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach– This paper is based on a multistage r...

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers- Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three mode...

Despite over twenty years of intense academic research on Integrated Marketing Communication (IMC), this concept “continues to stir debate, discussion and, in some cases, confusion” (Kliatchko and Schultz, 2014, p. 373). Several authors (Kliatchko, 2008; Porcu, Del Barrio-García and Kitchen, 2012) have highlighted the lack of consensus among academ...

Growing market globalization is making that companies dealing with international markets pay special heed to intercultural differences among countries and their effects over consumers’ response. This situation is particularly important for those companies whose commercial operations are carried out through internet, as in the case of e-commerce bus...

La elaboracion de rankings es una aproximacion cada vez mas popular para la evaluacion de resultados de las universidades. Las propuestas existentes de rankings de universidades espanolas en redes sociales presentan limitaciones como su falta de cobertura, su especificidad y especialmente su falta de transparencia en la metodologia de definicion. E...

The present paper outlines a study based on an experimental design that investigated the effect of online price discounts and free gifts on consumers’ evaluation of the brand, in the context of an airline. The study also analyzed whether promotion-proneness exercises a moderating effect on this relationship. It was found that discounts generate a m...

There are increasing demands on universities to operate transparently with regard how resources are being used and targets met, putting them under growing pressure to clarify their position relative to other universities at national and international level. But there are several challenges associated with establishing their relative positioning. Th...

The conceptualisation of Integrated Marketing Communication (IMC) has evolved from the marketing communications-centred approach (in the early 1990s) to a broader, firm-wide organisational perspective. The latter is adopted in this research to define IMC as a multidimensional concept. This study was conducted to develop a measurement instrument to...

Since the appearance of its first definition as Integrated Marketing Communication (IMC) in the early 1990s, the concept of integration has been increasingly attracting the attention of both academics and professionals (Hackley 2010; Laurie and Mortimer 2011; Kliatchko and Schultz 2014). However, the theoretical background still appears to be fairl...

The Internet can be considered one of the greatest contributors to the globalization of markets (Constatinides et al. 2010). Within this context, it is vital to take into account the cultural differences that exist between different markets (Rey et al. 2013), as well as the particular language that is most advisable for each context. There are curr...

La globalización actual de los mercados como consecuencia del desarrollo de las tecnologías de la información y comunicación, en general, y de Internet, en particular, ha aumentado la importancia de la cultura del usuario en el comportamiento del consumidor online. Las páginas web son en la actualidad un potente vehículo de comunicación para aquell...

This work analyzes whether the cultural values of a language influence when processing information from a website and its effect on the perceived risk online, on the development of positive attitudes toward a Web site and loyalties on the service offered therein. We propose an information-processing model based on TAM in which perceived risk online...

Purpose – The purpose of this paper is to analyze the moderating role of the cultural dimensions of long-term orientation (LTO) and individualism (IND) on the relationships between satisfaction online, message involvement (MI) and perceived usefulness (PU) of the web site on attitude toward the web site. Design/methodology/approach – The authors c...

As long as students use Web 2.0 tools extensively for social purposes, there is an opportunity to improve students' engagement in Higher Education by using these tools for academic purposes under a Personal Learning Environment approach (PLE 2.0). The success of these attempts depends upon the reactions and acceptance of users towards e-learning us...

Purpose – The purpose of this paper is to analyze the moderating role of the cultural dimensions of long-term orientation (LTO) and individualism (IND) on the relationships between satisfaction online, message involvement (MI) and perceived usefulness (PU) of the web site on attitude toward the web site. Design/methodology/approach – The authors c...

The present study explores the influence of website usability (utilitarian motivation) and user flow state (hedonic motivation) on online purchasing behaviour in the context of a site promoting a tourist destination. A 2x2 (high vs. low website usability and high vs. low flow state) experimental design was chosen. The sample comprised 227 Spanish i...

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting produ...

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (MyersScotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models...

The present study analyzes whether the cultural values associated with a given language affect perceived risk online and information-processing by website users. We propose an information-processing model for the online context in which perceived risk online is an antecedent and consumer loyalty towards the service is the ultimate outcome. We ch...

The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the user’s level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using...

The purpose of this paper is to empirically analyze the influence of culture on the relationships among perceived risk, perceived usability and satisfaction online, in two cultures: Spain (high uncertainty avoidance and low individualism) and the United Kingdom (low uncertainty avoidance and high individualism). The sample comprised 314 Internet us...

This paper analyses integrated marketing communications (IMC) research from its inception in 1991, up to 2012 (included). A bibliometric approach has been applied for the first time to detect and visualize conceptual sub-domains and identify the most salient themes within IMC research via combining co-word analysis and science mapping. The quantita...

This study analyzes whether experienced and new Internet users react differently to online discounts and gifts. The results obtained in a multi-group SEM analysis show that experienced users are more influenced by online sales promotions and have a greater purchase intention than new users. However, although both groups of Internet users show a pre...

Digital humanities (DH) have adopted various institutional forms in academia (centres, networks, projects, etc.). This study addresses the current state of the discipline through an analysis of DH centres, as reported by CenterNet. We analysed websites, missions, and the social media presence of the centres in order to provide an overall picture. R...

The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness. The work also analyzes whether the quality of recall depends on whether or not the Internet-user clicks on the promotional banner. Based on a sample of 676 individuals, the authors found that nonmonet...

This chapter examines the effect of Website design, the language used on the Website, and the user's flow state while browsing on processing online information in terms of perceived security and loyalty towards the tourism service being promoted. The results underline the importance of Website design and language on perceived risk online, and of us...

This chapter examines the effect of Website design, the language used on the Website, and the user's flow state while browsing on processing online information in terms of perceived security and loyalty towards the tourism service being promoted. The results underline the importance of Website design and language on perceived risk online, and of us...

An analysis of travelers’ satisfaction with a holiday trip to Spain’s Andalusia region found a distinct difference in the information sources used by first-time visitors and repeat visitors. In addition to determining the travelers’ satisfaction with the trip itself, this study also assessed the travelers’ satisfaction with the travel-related infor...

The present work examines the effect of the user’s language, as a vehicle for cultural values, on their processing of the information contained within a website. A sample of 491 internet users from two different cultures (British and Spanish) was created. Half the users were asked to browse the experimental website in their mother tongue, while the...

In the online medium, firms consider brand image to be a key asset that must be carefully managed, given that consumers cannot physically inspect products in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perceptio...

This paper investigates whether perceived risk online is affected by the language in which a user browses a given website. In order to achieve this objective and test the proposed hypotheses, a 2 × 2 between-subjects experimental design was chosen, using two independent variables with two levels each, namely: culture (Spanish vs. British) and proce...

As each year sees an increase in the number of Internet users, so too the percentage of purchases made online increases. It is for this reason that firms are showing a growing interest in designing effective communication strategies that help to achieve their online business objectives. Online sales promotion is one of the most widely used communic...

El turismo rural es un sector de gran importancia dentro del turismo español y requiere de la puesta en práctica de instrumentos promocionales que permitan conseguir una mayor atracción de clientes. En este trabajo se pretende investigar el atractivo de distintos tipos de incentivos promocionales (promociones congruentes y no congruentes tanto mone...

Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and (2) to develop a whole theoretical model of its an...

Este libro aborda el estudio de la función de ventas en la empresa desde una visión integrada y relacional, entendiendo la venta personal como un instrumento de comunicación personal que en coordinación conotras herramientas de comunicación de marketing persigue desarrollar relaciones furctíferas con los clientes que permitan aportarle valor y gene...

En la ciudad de Ceuta existen cuatro comunidades principales cuyo valor diferenciador a primera vista es la religión; hindú, hebrea, musulmana y Cristina. Siglos de convivencia en armonía hacen que sea un caso excepcional en el mundo. Vestuarios, colores, perfumes, gastronomía y festejos se mezclan en un mismo entorno cosmopolita. Igual relevancia...

The highly competitive nature of the current economic climate is giving rise to the need to create links with the consumer that guarantee mutual lasting satisfaction and directly influence the consumer´s purchasing behaviour. In these circumstances, tools are required that are also capable of creating, increasing and maintaining brand equity on the...

This chapter is focused on the concept of marketing orientation in universities through a literature review of the most relevant theoretical contributions, highlighting its definition, approaches and requisites. Marketing oriented universities are explored from both the demand side, presenting the debates on who the customers are, which are their r...

Given the normative changes in higher education at European, national and regional levels, together with social, economic, demographic and technological developments, universities need to adopt a client-oriented approach and to make this client orientation an integral component of their strategic planning process. The university's 'clients' should...

En la planificación estratégica de una ciudad un elemento de partida está constituido por la imagen que diversos públicos tienen de la misma. El concepto de imagen de ciudad es multidimensional y no se limita únicamente a aspectos urbanísticos sino que incluye otras dimensiones. El objetivo de este trabajo es conocer qué dimensiones son las que uti...

In strategic city planning a starting point is an evaluation of the image of the city from diverse viewpoints. The concept of city image is multidimensional and it is not limited solely to urbanistic features since it includes other dimensions. The objective of this article is to identify the dimensions that opinion leaders use in the formulation o...

In strategic city planning a starting point is an evaluation of the image of the city from diverse viewpoints. The concept of city image is multidimensional and it is not limited solely to urbanistic features since it includes other dimensions. The objective of this article is to identify the dimensions that opinion leaders use in the formulation o...

This study proposes a methodology for identification of the main dimensions determining university image and understanding the relativeweight of each of these dimensions. This is important for university governance in order to improve the service provided and to develop and maintain a distinctive position giving a competitive advantage. The conclus...

Internet ha abierto un nuevo abanico de posibilidades de comunicación entre la empresa y sus clientes que muchas de ellas tratan de aprovechar para realizar su esfuerzo de comunicación. Sin embargo, en la Red el cliente es el que tiene el poder para decidir si desea recibir un mensaje o no. Las empresas son las que deben ofrecerle un valor adiciona...

In both strategic city planning and city marketing, a fundamental starting point is to evaluate the image of the city itself. Knowing a city's image is a key element in the diagnosis, which should serve as the basis of city planning. The concept of city image is multidimensional; it is not limited solely to one urbanistic aspect but, rather, includ...

En la práctica de los negocios, la comunicación de marketing desarrolla un papel fundamental e incide de manera decisiva en el éxito que se acaba obteniendo. Sin embargo, todo lo que tiene que ver con la comunicación de marketing está sujeto a grandes cambios. Éstos provienen tanto de las empresas, que buscan obtener los mejores resultados con sus...