Browsing by Author "Cebollada Calvo, Javier"
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Publication Open Access Coordinación, digitalización y desarrollo de competencias en Economía y Dirección de Empresas: memoria final PINNE(2023) Facultad de Ciencias Económicas y Empresariales; Ekonomia eta Enpresa Zientzien Fakultatea; Cavero Brújula, María Sandra; Arnedo Ajona, Laura; Benito Ostolaza, Juan Miguel; Campión Arrastia, María Jesús; Cortiñas Ugalde, Mónica; Domínguez Irastorza, Juan Miguel; García Olaverri, Carmen; Larrea Goñi, María Pilar; Lecumberri Goyeneche, Eva; Marcos Matas, Gustavo; Martija Gambra, Jesús María; Osés Eraso, Nuria; Sánchez Alegría, Santiago; Sánchez Iriso, Eduardo; Simón Elorz, Katrin; Villanueva Orbaiz, María Luisa; Llorente Erviti, Loreto; Puértolas Sagardoy, Javier; Arlegi Pérez, Ricardo; Arce Urriza, Marta; Cebollada Calvo, JavierEl proyecto se estructura en torno a varias acciones clave (AC): AC1) Reestructurar la optatividad de los grados del Centro en torno a la idea nuclear de generar especializaciones, con vocación interdisciplinar y de inserción laboral, en bloques de 4 asignaturas coordinadas entre sí para diseñar un reto (actividad, caso, proyecto) en común. AC2) Poner en marcha un taller virtual de trabajo para la explotación docente de diversas aplicaciones para dispositivos móviles dirigidas al desarrollo de competencias relacionadas con las asignaturas de microeconomía básica. AC3) Implantar nuevas metodologías docentes para asegurar la coordinación vertical en las asignaturas del módulo de marketing.Publication Open Access La docencia de Vicente Salas y su impacto en la carrera profesional de tres alumnos(FUNCAS, 2021) Cebollada Calvo, Javier; Díez Grijalvo, Jesús; Jaúregui Fonellosa, Santiago; Gestión de Empresas; Enpresen KudeaketaEn este capítulo del libro homenaje a Vicente Salas se recuerda su docencia en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Zaragoza en la década de 1980-1990 por tres antiguos alumnos suyos.Publication Open Access Electronic word of mouth (eWOM) and marketing implications(2021) Alzate Barricarte, Miriam; Cebollada Calvo, Javier; Arce Urriza, Marta; Gestión de Empresas; Enpresen KudeaketaEsta tesis doctoral estudia varios aspectos relacionados con un tipo concreto de boca a boca electrónico (en inglés electronic Word-of-Mouth o eWOM), que son las reseñas de consumidores. Por un lado, se estudia cómo ciertas características no textuales y textuales de esas reseñas, junto a su visibilidad, influye en varios tipos de comportamiento de consumidor, en concreto en la adopción de información y en el comportamiento de compra. Por otro lado, se estudia el contenido textual de las reseñas y cómo este se puede utilizar tanto para estudiar el posicionamiento y segmentación de marcas, como para estudiar el posicionamiento y asociaciones con productos. Previamente al análisis empírico, se revisa principalmente la literatura sobre procesamiento de información, toma de decisiones e imagen de marca y minería de textos.Publication Open Access An empirical analysis of shopping behavior across online and offline channels for grocery products: the moderating effects of household and product characteristics(Elsevier, 2010) Chu, Junhong; Arce Urriza, Marta; Cebollada Calvo, Javier; Chintagunta, Pradeep; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako GobernuaWe study the moderating effects of household (e.g., shopping frequency) and product (e.g., sensory nature) characteristics on household brand loyalty, size loyalty and price sensitivity across online and offline channels for grocery products. We analyze the shopping behavior of the same households that shop interchangeably in the online and offline stores of the same grocery chain in 93 categories of food, nonfood, sensory and nonsensory products. We find that households are more brand loyal, more size loyal but less price sensitive in the online channel than in the offline channel. Brand loyalty, size loyalty and price sensitivity are closely related to household and product characteristics. Light online shoppers exhibit the highest brand and size loyalties, but the lowest price sensitivity in the online channel. Heavy online shoppers display the lowest brand and size loyalties, but the highest price sensitivity in the online channel. Moderate online shoppers exhibit the highest price sensitivity in the offline channel. The online-offline differences in brand loyalty and price sensitivity are largest for light online shoppers and smallest for heavy online shoppers. The online-offline differences in brand loyalty, size loyalty and price sensitivity are larger for food products and for sensory products.Publication Open Access From traditional gaming to mobile gaming: video game players' switching behaviour(Elsevier, 2021) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThis paper intends to uncover whether mobile gaming is complemental or substitutable to traditional gaming. A human migration framework, the Push-Pull-Mooring, is adopted to the context of video game switching. A total of 340 valid samples were collected from Chinese video game forums. We applied K-mean clustering to find different video game player segments. We also applied Ordinary Least Squares (OLS) to estimate linear regression models for the whole sample and the identified segments. Results demonstrate that 7 of the 13 variables included in the conceptual model have a significant impact on the switching intention, which are Perceived expensiveness of traditional gaming(PE), Perceived flexibility of mobile gaming(PF), Perceived cost of lost benefits(PCLB), Perceived high performance of traditional gaming(PGP), Past traditional gaming experience(EXPT), Past mobile gaming experience(EXPM), and Ownership of hybrid consoles(OHC). Moreover, results from the clustering analysis show that there are two segments in our sample, labelled Unshakable stayer and Moderate intentional emigrant. Switching intention from traditional to mobile gaming is low across the whole sample, although there are differences between the segments. We conclude that traditional gaming is not being substituted by mobile gaming. In turn, mobile gaming serves a complementary role for the players of traditional gaming.Publication Open Access A grounded theory approach to understanding in-game goods purchase(Public Library of Science, 2022) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaVideo game companies are increasingly diversifying their profit models. Rather than relying exclusively on the sale of video game titles or the subscription model, video game companies are maximising the revenues and extending the lifecycle of their games by means of a strategy based on the sale of in-game goods. This study contributes to the theory on ingame goods purchases by explaining why and how video game players purchase different types of in-game goods. We used an inductive approach involving qualitative data analysis based on grounded theory. Six types of in-game goods are grouped into three categories: functional-based goods, probability-based goods, and ornamental-based goods. After acknowledging the heterogeneity of the categories, a conceptual framework is developed by conducting 21 in-depth interviews, from which it emerges that players purchase functional- based goods, probability-based goods, and ornamental-based goods for different motives and through the different behavioural processes. First, the purchase of functionalbased goods is a strategy for entering the flow experience. Second, the purchase of probability- based goods is a compromise for purchase restrictions. Third, the purchase of ornamental goods is driven by the synergism of intrinsic motivations and exposure in the virtual world. Therefore, video game researchers should not treat in-game goods as a homogeneous concept. The findings also suggest that it is critically important for video game developers to strike a balance between the challenges of the gameplay and the skills of players because excessively raising (or lowering) the level of difficulty could pose a threat to the company¿s sustainable profit.Publication Open Access Impact of seller- and buyer-created content on product sales in the electronic commerce platform: the role of informativeness, readability, multimedia richness, and extreme valence(Elsevier, 2023) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThis research aims to verify: (1) whether the impacts of the informativeness in seller-created and buyer-created content (product description informativeness/review informativeness) on product sales are complementary or substitutionary. (2) the moderating role of the readability of seller-created and buyercreated content (product description readability/review readability) between the corresponding informativeness (product description informativeness/review informativeness) and product sales. (3) the moderating role of the multimedia richness in seller-created and buyer-created content (product multimedia richness/review multimedia richness) between the corresponding informativeness (product description informativeness/review informativeness) and product sales. (4) the moderating role of valence in buyer-created content (review valence) between the informativeness (review informativeness) in buyer-created content and product sales. To achieve the mentioned goals, we created a conceptual framework combining the dual processing theory (Chaiken and Trope, 1999) and the dual coding theory (Paivio, 1990), through which the hypotheses were proposed. To test the hypotheses in our conceptual framework, we collected data of video game products from Amazon.com using a third-party API service: the Rainforest API. Then, we operationalised the constructs and measured the variables, including creating the lexicons of video game attributes. Finally, we estimated the empirical model using partial least squares structural equation modelling (PLS-SEM). This research makes several contributions to the e-commerce literature as well as to practitioners and researchers in this field. On the theoretical side, our empirical findings suggest that review informativeness fully mediates the influence of product description informativeness on product sales, which complements the previous normative model of the interactions between seller-created and buyer-created content (Chen and Xie, 2008). On the practical side, based on the empirical results, we provide concrete guidance for marketers to enhance their strategies on e-commerce platforms. Moreover, as an additional product of the research process, we developed the lexicons of video game attributes, which can help practitioners and researchers to understand and study the attributes of video game products.Publication Open Access La inteligencia artificial en la educación superior: un estudio empírico en la Universidad Pública de Navarra(2025) Tugay Bliznak, Inés; Cebollada Calvo, Javier; Facultad de Ciencias Económicas y Empresariales; Ekonomia eta Enpresa Zientzien FakultateaEn un contexto mundial caracterizado por la expansión y el uso intensivo de las tecnologías digitales en todos los aspectos de la vida cotidiana, la Inteligencia Artificial se ha consolidado como una de las tecnologías más influyentes en la conocida "Era Digital", transformando de manera significativa numerosos sectores, entre ellos, el sector de la Educación. El presente trabajo tiene como objetivo analizar el impacto de la IA, y en especial de la IA generativa, en el proceso de enseñanza y aprendizaje universitario, con el fin de conocer las principales posibilidades que ofrece, así como, las limitaciones o desafíos que presenta en el ámbito de la educación superior. Con ese propósito, se realizará un estudio empírico en la Universidad Pública de Navarra, a través del cual se desea conocer la opinión de los estudiantes sobre el tema, su uso práctico en la actualidad, sus principales preocupaciones y su visión sobre el futuro de la Inteligencia Artificial en el ámbito educativo. En último lugar, se abordarán algunas cuestiones afines, como el aumento de la dependencia tecnológica, la posible sustitución u eliminación de puestos de trabajo en el sector y el auge de la educación a distancia, todo ello con el propósito de despejar algunas de las incógnitas más relevantes relacionadas con el futuro de la Inteligencia Artificial.Publication Open Access An investigation of multichannel shopping behavior: evolution in a grocery retailer in Spain(Nova Science Publications, 2015) Arce Urriza, Marta; Cebollada Calvo, Javier; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen KudeaketaE-commerce in Spain is growing year by year, boosted mainly by the positive evolution of three variables such as: the percentage of Internet users, the proportion of Internet shoppers, and the average online spending per shopper. However, although grocery retailers were among the first marketers to incorporate the Internet as an additional shopping channel online grocery shopping in Spain is still low. In this work we analyze the evolution of the online shopping behavior for groceries for the same groups of clients of one of the major grocery retailers in Spain in a 4 years elapsed time. This chain was a pioneer selling groceries online, opening its online store in 2001. To do so, we analyze the purchase behavior of the clients per channel (offline and online), and the characteristics of the shopping baskets per client at each purchase occasion or trip. We also classify customers evaluating their use of the two channels.Publication Embargo Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information(Elsevier, 2024-04-01) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBEIn online environments, where consumers usually face information overload, information regarding the number of helpful votes received by online reviews serves as a trust sign to aid consumers in their purchasing journeys. As consumers can only vote for a review as helpful if they have viewed it, the position of the review in the sequence of reviews is likely to influence the number of helpful votes that the review receives. We propose a model in which review helpfulness depends not only on the characteristics of the review and reviewer, but also on its visibility. Review visibility is defined in this study as the probability of a review being viewed by a consumer, and is measured by the inverse rank order of the review in the sequence of reviews at the online retailer when consumers sort reviews according to different criteria (most helpful and most recent). Using a database of 59,526 online reviews from a popular cosmetics online store in the US, we estimate a zero-inflated negative binomial (ZINB) regression and find evidence that review visibility has a strong impact in explaining the likelihood of a review being read by consumers and subsequently voted as helpful by consumers. This effect is even stronger when sorting is most helpful.Publication Open Access Mining the text of online consumer reviews to analyze brand image and brand positioning(Elsevier, 2022) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen KudeaketaThe growth of the Internet has led to massive availability of online consumer reviews. So far, papers studying online reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types of consumer behavior, such as information adoption decisions or product choices. However, little attention has been paid to examining the textual aspects of online reviews in order to study brand image and brand positioning. The text analysis of online reviews inevitably raises the concept of 'text mining'; that is, the process of extracting useful and meaningful information from unstructured text. This research proposes an unified, structured and easy-to-implement procedure for the text analysis of online reviews with the ultimate goal of studying brand image and brand positioning. The text mining analysis is based on a lexicon-based approach, the Linguistic Inquiry and Word Count (Pennebaker et al., 2007), which provides the researcher with insights into emotional and psychological brand associations.Publication Open Access The new on-line marketing medium: viral marketing. Analysis of the field through two case studies(2014) Sasigain Salvador, Miren; Cebollada Calvo, Javier; Facultad de Ciencias Económicas y Empresariales; Ekonomia eta Enpresa Zientzien FakultateaPurpose: This paper synthesizes the emerging literature on viral marketing through the analysis of two case studies and identifies and evaluates important factors that need to be considered when organizing a viral marketing campaign nowadays; the elements used the implemented strategy, the impact and results. The companies to be studied have been successful developing viral marketing strategies even they differ in size, sector and product offered. Literature Review: Definition of traditional word-of-mouth and electronic word-of-mouth is provided, as well as the concept of viral marketing and its advantages and disadvantages. For further knowledge of the topic, the main elements to develop a proper viral marketing campaign are explained as well as the different tactics to follow. Analysis: The analysis is based on two different case studies. On the one hand, ING Direct viral marketing strategies are examined followed by conclusions of its success and impact; and in the other hand the same analysis for Dove is provided. Even the differences in size, sector or target, both companies have something in common: they are successful developing viral marketing strategies. In order to reach more accurate conclusions, a comparative analysis is made between the successful company developing viral marketing strategies (i.e. ING Direct and Dove) with traditional companies not using this methods (i.e. Santander and Nivea). Conclusion: Viral marketing strategies are available to every company. In addition, it is now easier to get a profile on social networks and build more active and peer-to-peer relationships with consumers. Companies like ING Direct or Dove, take advantage of the opportunities that the new technological era provides making use of tools such as the SNSs to support the viral marketing strategies. The effect obtained by the two companies is notorious and their main objectives are satisfactorily achieved. Therefore, today, there is place for viral marketing strategiesPublication Open Access Online category pricing at a multichannel grocery retailer(Elsevier, 2019) Cebollada Calvo, Javier; Chu, Yanlai; Jiang, Zhiying; Gestión de Empresas; Enpresen KudeaketaAs the importance of online grocery shopping increases, both pure-play online grocers and multichannel grocers are likely to be interested in setting optimal prices for their online stores. We use a unique household scanner panel dataset to investigate how a grocery retailer with both online and offline stores can set prices for its online store. We observe the same households shopping interchangeably at the online and offline stores of the same grocery chain and investigate their purchase behavior in specific product categories. We find that across three product categories, these households exhibit lower price sensitivities when shopping online than offline. In addition, a household's price sensitivity is inversely related to distance to the closest physical store. We compute the retailer's category profit-maximizing prices for the online store and explore several alternative pricing schemes that are consistent with the retailer's current price image. We find that the retailer can substantially increase its profits from online operations by fine tuning its current pricing policy. Given the estimated inverse relationship between price sensitivity and store distance, we investigate online zone pricing as a price discrimination tool based on residential location and find that the retailer can further improve store profits. We examine the potential mechanism to assign zones and determine the optimal number of pricing zones.Publication Open Access Online reviews and product sales: the role of review visibility(MDPI, 2021) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen KudeaketaWhen studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories underline that the accessibility of information plays a role in consumer decision-making. We incorporate the notion of review visibility to study the relationship between online reviews and product sales, which is proxied by sales rank information, studying three different cases: (1) when every online review isassumed to have the same probability of being viewed; (2) when we assume that consumers sort online reviews by the most helpful mechanism; and (3) when we assume that consumers sort online reviews by the most recent mechanism. Review non-textual and textual variables are analyzed. The empirical analysis is conducted using a panel of 119 cosmetic products over a period of nine weeks. Using the system generalized method of moments (system GMM) method for dynamic models of panel data, our findings reveal that review variables influence product sales, but the magnitude, and even the direction of the effect, vary amongst visibility cases. Overall, the characteristics of the most helpful reviews have a higher impact on sales.Publication Open Access El posicionamiento de la UPNA en el conjunto de universidades españolas(2025) García Rodríguez, Ángela; Cebollada Calvo, Javier; Facultad de Ciencias Económicas y Empresariales; Ekonomia eta Enpresa Zientzien FakultateaEste trabajo analiza el posicionamiento de las universidades españolas, poniendo el foco en la Universidad Pública de Navarra. Para llevarlo a cabo, se han empleado rankings universitarios como U-Ranking y CyD, así como herramientas estadísticas. El objetivo es evaluar el rendimiento de la UPNA, comparándola con el resto de las universidades, identificando fortalezas, debilidades y proponiendo estrategias de mejora. Así mismo, se ha completado el trabajo con análisis financieros para comprobar la eficiencia de las universidades. En dichos rankings, se ha observado una posición intermedia-alta de la UPNA, con fortalezas en docencia, internacionalización y colaboración con empresas, y debilidades en producción científica y atracción de estudiantes de máster de otras CCAA y programas en idiomas extranjeros. Se propone un aumento del número de programas en inglés u otros idiomas, basados en las ramas más demandadas, además de fomentar la realización de proyectos de investigación colaborando con entidades de la región.Publication Open Access The role of eco-marketing in agricultural product differentation: an analysis of sustainability and market impact in Valle del Cauca, Colombia(2024) Zarranz Bozal, Clara; Cebollada Calvo, Javier; Facultad de Ciencias Económicas y Empresariales; Ekonomia eta Enpresa Zientzien FakultateaEl Valle del Cauca, en Colombia, es un centro clave de desarrollo agrícola en América del Sur. Ante el creciente interés por la sostenibilidad en la producción y comercialización, esta investigación analiza el papel del marketing sostenible en el sector de la agricultura de la región. El objetivo principal es examinar cómo el eco-marketing puede contribuir a la diferenciación de los cultivos agrícolas sostenibles y satisfacer la demanda de los consumidores. Para entender la dinámica del mercado en el Valle del Cauca, se utilizó una metodología mixta de estudio, que incluyó análisis de documentos, entrevistas a expertos, estudios de caso y una encuesta a consumidores. Los principales resultados revelan una creciente demanda de productos agrícolas sostenibles, con el desafío de superar las barreras del precio y la accesibilidad. En conclusión, el estudio resalta la importancia del marketing sostenible para reducir la brecha entre sostenibilidad y crecimiento económico; beneficiando a los productores, consumidores y el medio ambiente.Publication Open Access Self-report measure of dispositional flow experience in the video game context: conceptualisation and scale development(Elsevier, 2022) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThe flow theory has been widely applied to explain video game players¿ gaming and purchasing behaviour. However, due to the conceptual and empirical flaws of the current measurement instruments, researchers can hardly apply them to measure dispositional flow experience of adult video game players. In this research, we conceptualised flow experience and developed its measurement instrument in the video game context. To achieve these objectives, we conducted five phases with different participants in each of them: conceptualisation of the constructs and item generation (n = 13), expert judging (n = 5), pre-test (n = 96), initial development and validation (n = 289), and advanced development and validation (n = 593). We applied both qualitative and quantitative analysis to conceptualise and measure flow experience of video game players, including grounded theory and several statistical tools of latent variable modelling. We obtained a scale of 28-items that performs well in the first-order model. Moreover, we tested three hierarchical structure of flow experience: unidimensional model, independent antecedent model, and hierarchical antecedent model. Results show that hierarchical antecedent model is the best structure to represent flow experience. We named our scale Video Game Dispositional Flow Scale (VGDFS).Publication Open Access Video game marketing: players' platform switching, in-game goods purchase, and flow experience(2022) Cai, Xiaowei; Cebollada Calvo, Javier; Cortiñas Ugalde, Mónica; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaLa industria de los videojuegos está creciendo rápidamente. Aunque la investigación académica sobre videojuegos también ha crecido, los investigadores de marketing aún prestan mucha menos atención a este campo que otras industrias del entretenimiento. En esta tesis, se introduce un marco conceptual para delinear los principales actores en el entorno de los videojuegos: la plataforma de videojuegos, el contenido de videojuegos y el jugador de videojuegos. A través de la revisión de la literatura, se han identificado varias brechas de investigación en las siguientes áreas: el comportamiento de cambio de plataformas tradicionales a las móviles, el comportamiento de compra dentro del juego y la experiencia de flow1 de los jugadores. Esta tesis contiene tres estudios, cada uno de ellos sirve para resolver las brechas de investigación identificadas en sus correspondientes campos de investigación. El primer estudio analiza cuáles son los determinantes que llevaron a los jugadores de videojuegos a cambiar desde los juegos tradicionales hasta los juegos móviles. El segundo estudio explora por qué y cómo los jugadores de videojuegos compraron diferentes tipos de bienes dentro del juego. En el tercer estudio, se conceptualiza la experiencia de flow en el contexto de los videojuegos y se desarrolla una escala de flow disposicional para los jugadores de videojuegos adultos.Publication Open Access What are consumers saying online about your products?: mining the text of online reviews to uncover hidden features(Henry Stewart Publications, 2021) Alzate Barricarte, Miriam; Arce Urriza, Marta; Cebollada Calvo, Javier; Gestión de Empresas; Enpresen KudeaketaThanks to the growth of the internet and the increasing use of social networks, companies can now access huge volumes of online texts in order to understand consumers¿ preferences and needs. This article illustrates some methods to extrapolate information from such texts. The text-mining analysis covers such issues as word frequency, sentiment analysis, paired words, similarities in textual content and the main topics discussed in online reviews. From a practical point of view, brand managers can use the proposed methods to gain consumer insights into products and brands, to be able to improve and adapt their marketing strategies.