Información General

• Autores: Lucía Porcu (coord.), Salvador del Barrio García (coord.)
• Editores: Universidad de Granada, Editorial Universidad de Granada
• Año de publicación: 2021
• País: España
• Idioma: inglés
• ISBN: 9788433868312
• Recoge los contenidos presentados a: International Conference on Corporate and Marketing Communications (25. 2021. Granada).
• Enlaces
  • Texto Completo Libro

Resumen

• As co-chair, we are honoured to host the 25th International Conference on Corporate and Marketing Communications (CMC 2020) at the University of Granada and to Celebrate with all of you this iimportant milestone: a quarte of century is certainly a crucial anniversary!

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • The customer never forgets: the role of past service experience on consumer's switching to new services offered by the same service provider

    Noah Bell, Zev Bronstein

    • Texto Completo Libro

    págs. 36-40

    

  • Effects of fan identification and brand collision on perceived value in a celebrity endorsement context

    Manuel Cuadrado, Eduardo Fons D'Ocon, María José Miquel Romero

    • Texto Completo Libro

    págs. 41-44

    

  • Neural insights on the influence of hedonic and utilitarian web layouts on consumer value and choice

    Luis Alberto Casado Aranda, Juan Sánchez Fernández, Ana Belén Bastidas Manzano

    • Texto Completo Libro

    págs. 45-49

    

  • The effect of integrating augmented reality to omni-channel retailing and its impacts on customers shopping experience

    Tandy Christoforou, Yioula Melanthiou, Ioanna Papasolomou

    • Texto Completo Libro

    págs. 50-53

    

  • Generations X and Y and their brand exposure through social media: The impact of bloggers

    Anastasia Boldurchidi, Ioanna Papasolomou, Yioula Melanthiou

    • Texto Completo Libro

    págs. 54-58

    

  • What television series interest viewers? Identification of general trends

    Álvaro José Rojas Lamorena, Salvador del Barrio García, Juan Miguel Alcántara-Pilar

    • Texto Completo Libro

    págs. 59-67

    

  • Formation of customer-based Brand Equity via authenticity: the mediating role of utilitarian attitude and the moderating role of restaurant type

    María Eugenia Rodríguez-López, Salvador del Barrio García, Juan Miguel Alcántara-Pilar

    • Texto Completo Libro

    págs. 68-74

    

  • Examining the informational and affective processing of co-creating consumer experiences with the private label brands:: A study from the perspective of consumer engagement within the context of retailing in United Kingdom

    Gulbin Durmaz, T. C. Melewar, Charles Dennis, Athina Dilmperi

    • Texto Completo Libro

    págs. 75-81

    

  • The bigger the better: Understanding the moderating role of firm size in eWOM processes in the hospitality industry

    Daniel Ruiz Equihua, Luis V. Casaló Ariño, Jaime Romero de la Fuente

    • Texto Completo Libro

    págs. 82-84

    

  • Integrated marketing communicatios: Multi-applicatory models and a judgement call for 21st Century practice

    Philip J. Kitchen

    • Texto Completo Libro

    págs. 85-86

    

  • Examining the integrated marketing communication research corpus: a co-word analysis approach

    Lucía Porcu, Salvador del Barrio García, Francisco Muñoz Leiva

    • Texto Completo Libro

    págs. 87-91

    

  • "Together We Stand!" Why do brand communities support authentic sponsors? An experimental investigation

    Debashree Roy, Debasis Pradhan, Tapas Ranjan Moharana

    • Texto Completo Libro

    págs. 92-97

    

  • The effecct of racial diversity in advertising on luxury and masstige brands

    Caroline S L Tan

    • Texto Completo Libro

    págs. 98-101

    

  • The impact of Chatbot adoption on brand image, customer experience and engagement in Singapore Banking Sector: A qualitative study

    Ahmed S. Shaalan, Marwa Tourky, Lim Sok Hoon

    • Texto Completo Libro

    págs. 102-105

    

  • The impact of Social Media News on Halal Food Purchase Intentions in non-Muslim country: Evidence from the UK

    Khaled Ibrahim, Ahmed S. Shaalan, Marwa Tourky

    • Texto Completo Libro

    págs. 106-111

    

  • Unveiling the drivers and outcomes of IMC capability: Insights from consumer market companies in Pakistan

    Ayaz Ahmad, Salniza Md. Salleh, Selvan a/l Permual, Lucía Porcu, Wisal Ahmad

    • Texto Completo Libro

    págs. 112-115

    

  • Building a country brand through sustainability: the case of Greece, Cyprus, Israel and Egypt

    George G. Panigyrakis, Katerina Papakonstantinou, Pantelitsa Yerimou, Eirini Koronaki

    • Texto Completo Libro

    págs. 116-140

    

  • Follow the leader... or not: Influencer-product-follower congruence on Instagram

    Daniel Belanche Gracia, Luis V. Casaló Ariño, Marta Flavián, Sergio Ibáñez Sánchez

    • Texto Completo Libro

    págs. 141-145

    

  • Review online ratings: An analysis of product attributes and competitive environment

    Manuel Sánchez Pérez, María Illescas Manzano, Sergio Martínez Puertas

    • Texto Completo Libro

    págs. 146-148

    

  • Is streaming killing or saving the cinema?: An exploratory study

    Athanasios Poulis, Davide Melidoro, Anastasios Panopoulos, Andreas I. Andronikidis

    • Texto Completo Libro

    págs. 149-168

    

  • Online media channel choice for CSR communication

    Andrea Pérez, María del Mar García de los Salmones

    • Texto Completo Libro

    págs. 169-172

    

  • Are podcast advertisements effective? An emerging economy perspective

    Subhalakshmi Bezbaruah, Kuldeep Brahmbhatt

    • Texto Completo Libro

    págs. 173-175

    

  • "The largest digital migration in history?": #wearedeletingwhatsapp versus #wearenotdeletingwhatsapp WhatsApp privacy policy crisis in Turkey, brand trust and reaction of users

    Burcu Oksuz, T. Serra Gorpe

    • Texto Completo Libro

    págs. 176-198

    

  • Attitudinal and viral effects of a high emotional cause-related marketing ad. An integrative international approach

    Elisabet Mora, Natalia Vila López, Inés Küster Boluda

    • Texto Completo Libro

    págs. 199-207

    

  • Disruption of Public Relations in the Digital Age

    Dorit Zimand-Sheiner, Tamar Lahav

    • Texto Completo Libro

    págs. 208-214

    

  • Customer dissatisfaction as an antecedent of online complainants' desires: An ambivalent story

    Wolfgang Weitzel, Clemens Hutzinger, Sabine Einwiller

    • Texto Completo Libro

    págs. 215-225

    

  • The evaluation of the consumer journey through omnichannel integration: A proposal of indicators

    María Dolores Palazón Vidal, Manuela López Pérez, Inés López, María Sicilia Piñero

    • Texto Completo Libro

    págs. 226-234

    

  • Luxury brands and integrated marketing communication: Towards a research agenda

    Antigone G Kyrousi, Eirini Koronaki, Athina Y. Zotou

    • Texto Completo Libro

    págs. 235-249

    

  • The role of office atmospherics on enhancing internal marketing effectiveness in fulfilling job satisfaction: An application to the shipping industry

    George G. Panigyrakis, Pantelitsa Yerimou, Evdoxia Kyriacou

    • Texto Completo Libro

    págs. 250-261

    

  • Exploring users' responses towards Face Filters: Implications for social media and brands

    Carlos Flavián Blanco, Sergio Ibáñez Sánchez, Carlos Orús Sanclemente

    • Texto Completo Libro

    págs. 262-266

    

  • Understanding the concept of time for food wellbeing

    Saadet Meltem Hut, Danae Manika, Savvas Papagiannidis, Josephine Go Jefferies

    • Texto Completo Libro

    págs. 267-270

    

  • The LW from the marketing perspective: Analyzing its impact on the consumer response

    Carlos Guerrero, Myriam Martínez Fiestas, Marisa Viedma

    • Texto Completo Libro

    págs. 271-273