Objective: The identification of museum attributes is essential when analyzing the different factors that attract visitors and studying it in order to improve efficiency in museums, as this could affect the use of funds for developing a marketing campaign to attract visitors. This paper offers a...

The main purpose of this presentation is to create a space for round table on communication processes in the company with emphasis on its relationship with the environment. In general, we discuss the issues of identity, image and corporate reputation or corporate, in other words, the way they...

Technology has changed company activity. It has equipped companies with elements which give them better and greater knowledge of their target audiences and clients. Within the commercial scope of organizations, it is important to understand which factors explain the use of technology. In this...

This paper studies the origins of trademark registration in Spain and offers, for the first time, data across sectors and regions with a long-term perspective. In apparent contradiction to the slow path of industrialization and the economic backwardness of Spain between 1850 and the 1940s,...

To a great extent, the future success of corporate social responsibility (CSR) will depend on the attitude of future generations, as these generations will influence relations between business and society, whether as citizens, customers or managers. Therefore, business and marketing educators...

This work is centered on the validating of Yi and Gong's 2013 scale for measuring value co-creation behavior from the customer's perspective. The recommendations of Camisón and Bou (2000) are followed. To do so, the measurement instrument's flexibility and validity are valued, using a sample of...

Although numerous studies explore innovation, most of them focus on technological innovations. It is currently difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of an organization's value chain. Indeed, marketing...

This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and...

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...