Person: Sánchez Herrera, Joaquín
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First Name
Joaquín
Last Name
Sánchez Herrera
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Ciencias de la Informacion
Department
Marketing
Area
Comercialización e Investigación de Mercados
Identifiers
18 results
Search Results
Now showing 1 - 10 of 18
- Project number: 298
Item 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 Item Empresas con valores: un modelo conceptual del activismo corporativo(Palabra Clave, 2023) Pintado Blanco, Teresa; Sánchez Herrera, Joaquín; López Aza, CarlotaEl activismo corporativo es un concepto de gestión empresarial muy relevante en los últimos años desarrollado sin teorías específicas que permitan comprender sus implicaciones. Por ello, el propósito de este artículo es el planteamiento de un modelo conceptual que sirva de aplicación para las organizaciones y sus partes interesadas (stakeholders), partiendo de antecedentes como la disonancia cognitiva o la ciudadanía corporativa. El método utilizado se basa en el análisis de los antecedentes del activismo corporativo y las teorías relacionadas, proponiendo como resultado un modelo de aceptación o rechazo del activismo corporativo (modelo MACO) por parte de los stakeholders, basado en la congruencia con el sistema de valores, las diferentes tipologías del activismo y el grado de controversia de las distintas industrias. Como principal contribución de este artículo se encuentra proporcionar las bases teóricas del activismo corporativo y sus relaciones a través del modelo MACO. Su principal limitación es la novedad del tema, que hace necesario acudir a otras disciplinas y hace más compleja la relación entre constructos. Este modelo abre nuevos enfoques sobre el fenómeno y ofrece una base para investigaciones empíricas posteriores.Item El valor intangible de la innovación de las marcas del distribuidor(Cuadernos de Estudios Empresariales, 2012) Abril Barrie, Carmen; Sánchez Herrera, Joaquín; Gavilán Bouzas, Diana; Manzano Antón, Roberto; Avello Iturriagagoitia, MaríaLas marcas del distribuidor han experimentado un extraordinario crecimiento en todo el mundo, alcanzando en España una cuota de mercado cercana al 40%. Estas marcas han evolucionado en el tiempo aumentando el surtido, desarrollando un portafolio más sofisticado, y en muchos casos adoptando estrategias de innovación y mejora de la calidad. Los objetivos de este estudio son: en primer lugar investigar la percepción que tienen los consumidores españoles sobre la innovación de las marcas del distribuidor y en segundo lugar, analizar cómo estas percepciones influyen en la creación de valores intangibles atribuidos a las marcas del distribuidor, a las enseñas que las respaldan y la prescripción de los consumidores.Item Deconstructing corporate activism: a consumer approach(Journal of Management & Organization, 2022) Villagra García, Nuria; Sánchez Herrera, Joaquín; Clemente Mediavilla, Jorge; Pintado Blanco, TeresaDefending 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.Item The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube(Cuadernos.info, 2017) Pintado Blanco, Teresa; López Aza, Carlota; Sánchez Herrera, Joaquín; Gutiérrez‐Rodríguez, PabloSocial networks have been widely stu- died regarding advertising behavior. However, there is no relevant research to analyze the digital social structure of ads and their implications. We analyzed this topic using 387 advertising cam- paigns and 14.612 YouTube users ratings. The results show that commercials with a high number of views not always get positive evaluations. Moreover, the social structure formed by the advertisements follows an organized pattern around spe- cific subjects. The analysis of this kind of social structures could be a starting point for other contributions focused on ads or users’ typologies, and poten- tially very useful to better understand the online advertising planning process.Item Deconstructing corporate activism: a consumer approach(Journal of Management & Organization, 2022) Villagra García, Nuria; Sánchez Herrera, Joaquín; Clemente Mediavilla, Jorge; Pintado Blanco, TeresaDefending 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.- Project number: 347
Item ¿Hay alguien ahí?: La docencia bimodal y el uso de las aplicaciones móviles interactivas en clase(2022) Pintado Blanco, Teresa; Sánchez Herrera, Joaquín; López Aza, Carlota; Maestro Espínola, Lidia; Garrido Pintado, Pablo Item The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor(Journal of Internet Commerce, 2017) Pintado Blanco, Teresa; Sánchez Herrera, Joaquín; Carcelén García, Sonia Laura; David AlamedaThe goal of this study is: (i) to expand upon prior research into general online content, (ii) to analyse the acceptance and rejection factors of Internet advertising messages and (iii) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, whilst when this trust does not exist, irritation exercises a significant negative effect on advertising value.Item Does Wall Street love sports sponsorship? Stock market reactions to the announcement of global official sponsorships(Journal of Advertising Research, 2018) Abril Barrie, Carmen; Sánchez Herrera, Joaquín; Recio Naranjo, TeresaThis study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices. This study also seeks to illuminate previous research controversies by examining several international sports tournaments in various countries over a 10-year period. The results show that, first, investors' appreciation of sponsorships was positive, although it decreased over the year of the announcement; second, the combination of functional and national congruence produced the highest value; and, third, the stock market did not equally value all sponsorships.Item Companies taking a stand: the effect of corporate activism on Wall Street(Global Business Review, 2022) Sánchez Herrera, Joaquín; Pintado Blanco, Teresa; López Aza, CarlotaSome companies have begun to take a stand on controversial social and political issues. These initiatives, which are defined as “corporate activism”, are part of a complex context that is characterised by distrust in public institutions and governments. This paper analyses the impact of corporate activism on the companies that have implemented it, as well as the variables that have an influence on whether that impact is positive or negative. To this end, a wide sample of corporate activism cases were analysed using an event analysis approach to identify the effect of two key variables: (i) the controversial nature of the sector, and (ii) the type of activism. The results show that corporate activism actions have positive effects when the sector is not perceived as controversial, and negative when the type of activism is based on social rights.