Publications dans lesquelles il/elle collabore avec ÁLVARO JOSÉ ROJAS LAMORENA (9)

2024

  1. The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model

    Technological Forecasting and Social Change, Vol. 198

2023

  1. How does brand equity work? A review of theory and a research agenda

    A Research Agenda for Brand Management in a New Era of Consumerism (Edward Elgar Publishing Ltd.), pp. 73-88

2022

  1. A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling

    Journal of Business Research, Vol. 139, pp. 1067-1083

  2. The relationship between brand experience and word-of-mouth in the TV-series sector: The moderating effect of culture and gender

    Journal of Marketing Communications, Vol. 28, Núm. 5, pp. 506-527

2021

  1. El uso de “ClassCraft” como herramienta gamificación en el módulo de Operaciones Auxiliares de Gestión de Tesorería

    Investigación e innovación educativa frente a los retos para el desarrollo sostenible (Dykinson), pp. 838-851

  2. No more drama: Genres and subgenres of TV series

    Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines (IGI Global), pp. 274-299

  3. What television series interest viewers? Identification of general trends

    Omni-Channel communication: Delivering unified communications across all branded touch-points: Conference proceedings

2020

  1. La experiencia gastronómica en el restaurante: delimitación teórica y empírica en dos tipos de establecimiento

    Management Letters / Cuadernos de Gestión, Vol. 20, Núm. 1, pp. 181-204

2019

  1. Sexo, violencia y estereotipos en el brand equity de una serie: El caso de Juego de Tronos

    Management Letters / Cuadernos de Gestión, Vol. 19, Núm. 1, pp. 15-40