Mar Gómez
Dados Biográficos
| ID | 3712192 |
|---|---|
| NOME | Mar Gómez |
| PRENOMES | Mar |
| SOBRENOME | Gómez |
| ASSINATURA | GOMEZ M |
| AFILIAÇÕES | University of Castilla-La Mancha |
| ORCID | 0000-0002-7681-4794 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 11 |
| TOTAL DE CITAÇÕES | 43 |
| TOTAL COMO AUTOR | 11 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2012 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2025 |
| ÍNDICE H | 4 |
Generation Z and pro-sustainable tourism behaviors
Using Norm Activation Theory (NAT) and Social Norm Theory (SNT), this study evaluates the internal (awareness of consequences, ascription of responsibility and personal norms) and external drivers (subjective norms, social media engagement, and membership of online community) of pro-sustainable behaviors among Generation Z (Gen Z) travelers in the UK. We theorize pro-sustainable tourism behaviors as consisting of four dimensions (economic, enviro…
The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries
This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in bra…
How to achieve excellence in the new service development process
Despite the importance of the new service development process for new service success, little is known about the drivers of new service development process excellence or how to execute this process while including all important stages and guaranteeing excellence in the execution of each stage. This study analyses the role of innovative culture, market orientation, and top management support as antecedents of new service development process excell…
Motivations, self-congruity and restaurant innovativeness as antecedents of a creative-food tourism experience
Purpose This study aims to analyze the drivers of a creative food tourism experience (CFTE) and its effect on the tourists' perceived authenticity and satisfaction. Specifically, this study captures the importance to explain a CFTE of two sets of stimuli: internal stimuli, including push motivations for food travel (i.e. emotional, cultural and social) and the tourist self-congruity (i.e. actual and ideal) with the chosen food establishment; and …
An integrated model of social media brand engagement
How do offline and online environments matter in the relational marketing approach
The goal of this study is to analyse the relational benefits that the clients of banks, insurance companies, and travel agencies receive according to whether they maintain an offline or online relationship with the company. The development of an index, called the Relational Benefits Index, allows for a comparison of differences that arise between the measures of confidence benefits, social benefits, and special treatment benefits. The results dem…
Differences in the city branding of European capitals based on online vs. offline sources of information
A competency model for higher education
The European Higher Education Area, which is based on competency acquisition, has led to changes in teaching methods and student evaluations. In this new context, placements represent the best university–business connection for the development of competencies and integration of students into the employment market. Therefore, the primary objective of this study is to construct and empirically apply a model to identify and assess the generic compet…
Consumer Sensitivity Analysis in Mobile Commerce Advertising
We analyzed how consumer sensitivity to information requests influences acceptance and recommendation of a banking firm's advertising that is sent via a cellular phone. To this end, the data—based on the respondents from 395 young adults—fit the model well and provided empirical support for all the hypothesized relationships. The results obtained provide useful information for companies to improve the efficiency of their mobile publicity, togethe…
A model of tourism destination brand equity
A destination-branding model
Generation Z and pro-sustainable tourism behaviors
Using Norm Activation Theory (NAT) and Social Norm Theory (SNT), this study evaluates the internal (awareness of consequences, ascription of responsibility and personal norms) and external drivers (subjective norms, social media engagement, and membership of online community) of pro-sustainable behaviors among Generation Z (Gen Z) travelers in the UK. We theorize pro-sustainable tourism behaviors as consisting of four dimensions (economic, enviro…
A destination-branding model
An integrated model of social media brand engagement
A model of tourism destination brand equity
Differences in the city branding of European capitals based on online vs. offline sources of information
A competency model for higher education
The European Higher Education Area, which is based on competency acquisition, has led to changes in teaching methods and student evaluations. In this new context, placements represent the best university–business connection for the development of competencies and integration of students into the employment market. Therefore, the primary objective of this study is to construct and empirically apply a model to identify and assess the generic compet…
A destination-branding model
Consumer Sensitivity Analysis in Mobile Commerce Advertising
We analyzed how consumer sensitivity to information requests influences acceptance and recommendation of a banking firm's advertising that is sent via a cellular phone. To this end, the data—based on the respondents from 395 young adults—fit the model well and provided empirical support for all the hypothesized relationships. The results obtained provide useful information for companies to improve the efficiency of their mobile publicity, togethe…
A model of tourism destination brand equity
How do offline and online environments matter in the relational marketing approach
The goal of this study is to analyse the relational benefits that the clients of banks, insurance companies, and travel agencies receive according to whether they maintain an offline or online relationship with the company. The development of an index, called the Relational Benefits Index, allows for a comparison of differences that arise between the measures of confidence benefits, social benefits, and special treatment benefits. The results dem…
Differences in the city branding of European capitals based on online vs. offline sources of information
A competency model for higher education
The European Higher Education Area, which is based on competency acquisition, has led to changes in teaching methods and student evaluations. In this new context, placements represent the best university–business connection for the development of competencies and integration of students into the employment market. Therefore, the primary objective of this study is to construct and empirically apply a model to identify and assess the generic compet…
An integrated model of social media brand engagement
Motivations, self-congruity and restaurant innovativeness as antecedents of a creative-food tourism experience
Purpose This study aims to analyze the drivers of a creative food tourism experience (CFTE) and its effect on the tourists' perceived authenticity and satisfaction. Specifically, this study captures the importance to explain a CFTE of two sets of stimuli: internal stimuli, including push motivations for food travel (i.e. emotional, cultural and social) and the tourist self-congruity (i.e. actual and ideal) with the chosen food establishment; and …
The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries
This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers’ intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in bra…
How to achieve excellence in the new service development process
Despite the importance of the new service development process for new service success, little is known about the drivers of new service development process excellence or how to execute this process while including all important stages and guaranteeing excellence in the execution of each stage. This study analyses the role of innovative culture, market orientation, and top management support as antecedents of new service development process excell…
Generation Z and pro-sustainable tourism behaviors
Using Norm Activation Theory (NAT) and Social Norm Theory (SNT), this study evaluates the internal (awareness of consequences, ascription of responsibility and personal norms) and external drivers (subjective norms, social media engagement, and membership of online community) of pro-sustainable behaviors among Generation Z (Gen Z) travelers in the UK. We theorize pro-sustainable tourism behaviors as consisting of four dimensions (economic, enviro…
Business (9 obras) · Marketing (9 obras) · Political science (7 obras) · Computer Science (6 obras) · Consumer Behavior in Brand Consumption and Identification (6 obras) · Tourism (6 obras) · Advertising (5 obras) · Digital Marketing and Social Media (5 obras) · Psychology (5 obras) · Diverse Aspects of Tourism Research (4 obras)