Listar Artículos de revista - Aldizkari artikuluak por autor UPNA "Grande Esteban, Ildefonso"
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Capturing global youth: mobile gaming in the U.S., Spain, and the Czech Republic
Okazaki, Shintaro; Skapa, Radoslav; Grande Esteban, Ildefonso
(Oxford University Press, 2008)
Artículo / Artikulua 
We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as ... -
Spaniards and Spanish product image amont the Chinese: implications for marketing strategies
Aramendia Muneta, María Elena 
; Grande Esteban, Ildefonso (Cambridge Scholars Publishing, 2016)
Artículo / Artikulua
This article reports the results of an exploratory study among the Chinese about General Country Attributes (GCA) and General Product Attributes (GPA) in Spain. The objective of the research is to measure the images ...
