Open Access
Guest editorial: introduction to special issue on "History of marketing in Spain", part II
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
This special issue on the “History of Marketing in Spain, Part II” presents a diverse range of research that sheds light on many aspects of Spain’s marketing practices using historical perspectives. The collection covers different topics, including the evolution of the world’s oldest advertising agency, the impact of home ownership on immigrant acculturation, the adaptation of marketing strategies in cultural institutions in countries which have inherited the Spanish tradition, the changing food preferences of Spanish consumers and the transformation of travel agency promotion. These studies offer insightful analyses of Spain’s marketing history and contextualise these developments within broader social, economic and technological changes. This special issue advances our understanding of the distinctive traits and implementation of marketing techniques in Spain by examining recent innovations and long-standing traditions
Open Access
Guest editorial: introduction to special issue on "History of marketing in Spain", part I
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
Special issue of the Journal of Historical Research in Marketing (JHRM) on “History of Marketing in Spain” – part I. A thorough exploration into the intricate history of marketing in Spain in several fields is presented, especially in the context of tourism. The exploration goes beyond a chronological account, aiming to spotlight the lasting impact of Generation X – a generation that has witnessed and influenced the evolution of marketing practices in Spain. Besides, an analysis of the history of marketing in Spain would not be complete without contemplating the future. As we stand on the cusp of new economic, technological, and societal changes, understanding our past becomes a compass for navigating the complexities of the marketing landscape in the years to come.
Open Access
Exploring Spain's economic history: navigating the nexus of sustainable tourism and crisis transformation
(IGI Global, 2024) Benito-Lacuey, Andrea; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa
This study examines Spain's economic history within the context of the 2008 financial crisis and the COVID-19 pandemic, focusing on sustainable tourism and economic transformation. It aims to comprehensively analyse the quantifiable impacts of both crises, delineate their characteristics, and evaluate governmental interventions in the tourism sector. The methodology comprises three sections: an in-depth analysis of tourism's influence on Spain's primary economic indicators, followed by an examination of three critical periods (the 2008 crisis, the "Inter-crisis Period" from 2014 to 2019, and the economic and public health crises of COVID-19). Findings highlight the crucial relationship between the tourism sector, gross domestic product (GDP), and employment, emphasising the importance of sustainable tourism in economic resilience. In conclusion, this study stresses the necessity of revitalising tourism to drive Spain's economic recovery, underscoring its pivotal role in the nation's economic history.
Open Access
The influence of ethnocentricity in purchase behavior and ethnocentric attitudes
(North American Business Press, 2016) Aramendia Muneta, María Elena; Reardon, James; Gestión de Empresas; Enpresen Kudeaketa
This research examines the effect of Consumer Ethnocentricity (CE) under conditions of persistent financial crisis. The conceptual underpinnings of CE imply that consumers, at least some, respond to foreign goods negatively based on the idea of preserving the domestic economy. Thus, it would logically follow that when the economy is in recession or crisis, this phenomenon might be exaggerated. Spain is one of the areas most affected by the global economic crisis, and within this country, young students have been among the hardest hit. There are four hypotheses: H1a: Ethnocentric attitudes of consumers have a positive effect on Domestic Purchase Behavior; H1b: Ethnocentric attitudes of consumers have a negative effect on Foreign Purchase Behavior; H2: National Identification has a positive effect on Ethnocentricity; H3: Cosmopolitanism has a negative effect on Ethnocentricity. Hypotheses H1a, H1b, and H2 are supported while H3 is not supported.
Open Access
Spaniards and Spanish product image amont the Chinese: implications for marketing strategies
(Cambridge Scholars Publishing, 2016) Aramendia Muneta, María Elena; Grande Esteban, Ildefonso; Gestión de Empresas; Enpresen Kudeaketa
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 of the people and the products. Country and product image are important variables that help explain, and can also affect, the consumers’ readiness to buy. Having lived in or having visited the target country has a negative influence on the country-of-origin image. Women and young Chinese people share more leniency than men when judging the people and the products.