Person:
Sánchez Herrera, Joaquín

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First Name
Joaquín
Last Name
Sánchez Herrera
URI
https://hdl.handle.net/20.500.14352/75522
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Ciencias de la Informacion
Department
Marketing
Area
Comercialización e Investigación de Mercados
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2016 - 201922020 - 20222
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Author: Villagra García, Nuria × Item Type: Publication ×

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Now showing 1 - 4 of 4
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    Project number: 298
    Las aplicaciones móviles interactivas en el aula: sus efectos en el aprendizaje y en el nivel de satisfacción del alumnado
    (2016) Pintado Blanco, Teresa; Sánchez Herrera, Joaquín; Villagra García, Nuria; Monfort de Bedoya, Abel
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    Deconstructing corporate activism: a consumer approach
    (Journal of Management & Organization, 2022) Villagra García, Nuria; Sánchez Herrera, Joaquín; Clemente Mediavilla, Jorge; Pintado Blanco, Teresa
    Defending social and political positions other than those that a company’s clients might support has always been an avoidable risk. However, this practice, called ‘corporate activism,’ has gradually been inte- grated into the strategies of organizations. The object of this work is thus to understand the antecedents of corporate activism from the consumer’s point of view. To understand this, we carry out structural equa- tion modeling (SEM) based on a sample of 1,521 consumers. The results demonstrate that: (i) institutional credibility, corporate credibility, and authenticity act as antecedents of corporate activism; (ii) corporate credibility has a positive influence on corporate activism, while institutional credibility has a negative impact. These findings represent an interesting and novel contribution that helps to understand how these types of high-risk strategies should be adopted. The application of these results could enable com- panies to determine the conditions that favor a positive evaluation of corporative activism by consumers and avoid the use of such strategies in less favorable situations.
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    Deconstructing corporate activism: a consumer approach
    (Journal of Management & Organization, 2022) Villagra García, Nuria; Sánchez Herrera, Joaquín; Clemente Mediavilla, Jorge; Pintado Blanco, Teresa
    Defending social and political positions other than those that a company’s clients might support has always been an avoidable risk. However, this practice, called ‘corporate activism,’ has gradually been integrated into the strategies of organizations. The object of this work is thus to understand the antecedents of corporate activism from the consumer’s point of view. To understand this, we carry out structural equation modeling (SEM) based on a sample of 1,521 consumers. The results demonstrate that: (i) institutional credibility, corporate credibility, and authenticity act as antecedents of corporate activism; (ii) corporate credibility has a positive influence on corporate activism, while institutional credibility has a negative impact. These findings represent an interesting and novel contribution that helps to understand how these types of high-risk strategies should be adopted. The application of these results could enable companies to determine the conditions that favor a positive evaluation of corporative activism by consumers and avoid the use of such strategies in less favorable situations.
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    Project number: 37
    La inserción laboral de los titulados de la Facultad de Ciencias de la Información como indicador de empleabilidad en la sociedad digital: evaluación, problemática y perspectivas
    (2019) Clemente Mediavilla, Jorge; Rubio Moraga, Ángel Luis; Villagra García, Nuria; Sánchez Herrera, Joaquín; Salgado Santamaría, Mª Carmen; Fernández Muñoz, Cristóbal; Cousido González, María Pilar; García Carrizo, Jennifer; Montero Carretero, Laura; García González, Jorge; Martínez Álvarez, Ananda
    Se trata de un proyecto continuación del llevado a cabo el pasado curso académico, titulado "Seguimiento de estudiantes egresados en las titulaciones de Periodismo, Comunicación Audiovisual, y Publicidad y Relaciones Públicas".