Sonia Laura Carcelén García

Complutense University of Madrid | UCM · Department of Marketing and Market Research

Brand co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims to delve into the relationship between perceived brand and the act of co-creation through eWOM,...

El concepto de cocreación de marca ha sido ampliamente tratado en trabajos académicos durante los últimos 15 años y, aunque todavía no se ha alcanzado un consenso en su definición y alcance, los expertos reconocen la eficacia de esta actividad que relaciona de forma directa las marcas con los distintos stakeholders, en particular con los clientes....

The growth and development of the Information and Communication Technologies (ICT) has brought with it numerous communication techniques related to the online environment. It has also changed the way in which consumers consider business communication , demanding increased interaction and per-sonalization of the messages. In the face of this concept...

The organic food market has become one of the most rapidly growing sectors in developed economies around the world in the last decade, but it has not grown at the same pace in all the countries. The review of literature clearly indicates that the main motivations of the Spanish consumer to buy organic food are Health, Taste and Quality; also reveal...

The organic food market has become one of the most rapidly growing sectors in developed economiesaround the world in the last decade, but it has not grown at the same pace in all the countries. The reviewof literature clearly indicates that the main motivations of the Spanish consumer to buy organic food areHealth, Taste and Quality; also reveals t...

This paper aims to investigate how economic crisis changes consumer behaviour and mass retailers’ strategies, the interrelationship of these changes, and how Private Labels (PLs) can influence and be used in this process. The authors analysed data collected from 535 consumers and carried out statistical processing (ANOVA, cluster, etc.) to detect c...

The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their...

Due to the importance of the fragrances segment within the luxury market and the limited academic and professional literature available regarding the same, this chapter offers a detailed description of the basic characteristics of this segment. Therefore, based on the analysis of primary and secondary information (quantitative and qualitative) rega...

ara analizar la credibilidad y fiabilidad que otorgan los consumi- dores de cosmética masculina de lujo a los sites consultados, sus motiva- ciones de compra y los contenidos demandados en las Webs de las mar- cas fabricantes, se realizó en 2014 un estudio empírico cualitativo-cuan- titativo. Se constató que los consumidores consideran: a) poco cre...

The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their...

This paper reviews the literature about the perceptions of luxury brands and brand identity, image and positioning concepts and proposes a model to study the image and positioning of luxury-fragrance brands. The research follows three stages: (1) a desk study of general luxury market, and one particular luxury fragrance, and literature on perceptio...

To analyze, in online context, the credibility and reliability that give consumers of luxury male grooming products to sites consulted, their buying motivations, and the contents they demand in the webs of manufactu-rer brands, an empirical study qualitative-quantitative was conducted in 2014. It was found that consumers consider: a) little credibl...

Social cognition has been recognized as one of the key cognitive factors that is impaired in schizophrenia. The aim of this study was to investigate the possibility of improvements in social perception, which is a key component of social cognition, in chronically ill patients. Eighteen schizophrenic outpatients were randomly assigned to therapy and...

Se observa un creciente interés dentro del ámbito de la gestión empresarial por los activos intangibles y su integración en la estructura organizativa de las empresas; Carcelén y Villagra abordan su definición y delimitación para su aplicación posterior en un modelo concreto de gestión.