Browsing by Author "Huertas García, Ruben"
Now showing items 1-7 of 7
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Co-branding strategy in cause-related advertising: the fit between brand and cause
(2017)
Article
Open AccessPurpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims ... -
Discovering SOCIABLE: using a conceptual model to evaluate the legibility and effectiveness of backchannel cues in an entertainment scenario
(Institute of Electrical and Electronics Engineers (IEEE), 2020)
Conference report
Open AccessRobots are expected to become part of everyday life. However, while there have been important breakthroughs during the recent decades in terms of technological advances, the ability of robots to interact with humans ... -
Efecto del diseño conjunto en la capacidad cognitiva y el rendimiento. Una propuesta de diseño basado en bloques incompletos balanceados
(2016-01-08)
Article
Open AccessLa utilización del análisis conjunto para estudiar procesos de decisión estratégica se considera un avance respecto a los métodos habituales post-hoc. Pero, dado que los experimentos conjuntos evalúan percepciones sobre ... -
Firm behavior, an engineering business tool for a better brand value in all sectors
(2020-12-22)
Article
Open AccessIn the last decade after the financial crisis, firms have been changing their behavior. Companies nowadays seek a better brand with the new perception of businesses. A major source of the companies´ value is composed of ... -
Firm risk: a responsible business guide control to a better brand value and company value
(2020-01-01)
Article
Restricted access - publisher's policyBrand equity constitutes an ample intangible asset for most entities, and previous research has developed various brand equity models that aim to optimize this asset. Most approaches rely on only a single factor, focusing ... -
How a sustainable message affects brand attributes
(2016-04-11)
Article
Open Access© Emerald Group Publishing Limited. Purpose - The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design ... -
Understanding the complexity of intangible assets
(2020-02-28)
Article
Open AccessThe growing importance of strategic innovation in connection to the development of leading companies heavily investing in intangible assets makes intangible asset valuation a delicate issue for academics, practitioners, ...
