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Creativity as an indicator of business competitiveness in the Mexican advertising landscape
ArticleAbstract: Advertisement rankings have a high repercussion in the advertising industry. Creativity is one of thPalabras claves:Advertising agencies, COMPETITIVENESS, positioning, Ranking creativity, TendencyAutores:Estela Núñez-Barriopedro, García-Martín J., Rafael Ravina-RipollFuentes:scopusCreativity: An intangible capital generating competitive quality in the Spanish advertising industry
ArticleAbstract: Advertising rankings have a high impact on the advertising industry, where creativity is one of thePalabras claves:Advertising agencies, COMPETITIVENESS, creativity, positioning, RANKINGAutores:Estela Núñez-Barriopedro, Rafael Ravina-Ripoll, Tobar Pesantez Luis BayardoFuentes:scopusDigitalization in B2B marketing: omnichannel management from a PLS-SEM approach
ArticleAbstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understanPalabras claves:Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel managementAutores:Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusNew Trends in Marketing Aimed at the Fourth Sector in the Fashion Industry
Book PartAbstract: In the current environment, markets are becoming increasingly globalized and more competitive. So, oPalabras claves:ECOALF, Fashion industry, Fourth Sector, MARKETING, SustainabilityAutores:Estela Núñez-Barriopedro, Llombart Tárrega M.D.Fuentes:scopusIberoamerican advertising ranking: Which top agencies?
ArticleAbstract: The aim of this paper is to analyze the relative position of advertising agencies in Latin America,Palabras claves:Advertising agencies, Advertising award festivals, RANKING, Ranking design, Spot rankingAutores:Estela Núñez-Barriopedro, González del Valle Brena A.Fuentes:scopusPerception of advertisements for healthy food on social media: Effect of attitude on consumers’ response
ArticleAbstract: The growing concern for health is currently a global trend, so promoting healthy products is an oppoPalabras claves:attitude, Consumer response, healthy food, Hedonic value, intention, Social media advertising, SOCIAL NETWORKS, Utilitarian valueAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Rodríguez P.G.Fuentes:scopusTowards a happy, creative and social higher education institution: The case of non-profit marketing and business creation subjects at the university of cadiz
ArticleAbstract: One of the social responsibilities university professors of a Marketing class should have is to provPalabras claves:Collaborative learning, happiness, Historical Debate, Teaching Innovation StrategyAutores:Estela Núñez-Barriopedro, Galiano-Coronil A., Rafael Ravina-Ripoll, Tobar Pesantez Luis BayardoFuentes:scopusRanking of Venezuela advertisement and advertising agencies
ArticleAbstract: The aim of this paper is making an analysis of the actual position of Venezuelan advertising agenciePalabras claves:Advertising agencies, Advertising award shows, Design ranking, RANKING, Ranking of advertisementsAutores:Estela Núñez-Barriopedro, González del Valle Brena A.Fuentes:scopusPromoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram
ArticleAbstract: Social networks have become crucial communication channels for brands through awareness, engagement,Palabras claves:Branded Content, DIGITAL COMMUNICATION, engagement, Instagram, Luxury, Social mediaAutores:Castillo-Abdul B., Estela Núñez-Barriopedro, Pérez-Escoda A.Fuentes:scopusThe effectiveness of humor in advertising: Analysis from an international scope
ArticleAbstract: In advertising, as in marketing, different advertising techniques are used to achieve the objectivesPalabras claves:Advertising, Agencies, Culture, EFFECTIVENESS, Humor, international, managementAutores:Estela Núñez-Barriopedro, Klusek K., Tobar Pesantez Luis BayardoFuentes:googlescopus