Now showing items 1-5 of 5

    • Circular fashion: cluster analysis to define advertising strategies 

      Aramendia Muneta, María Elena Upna Orcid; Ollo López, Andrea Upna Orcid; Simón-Elorz, Katrin Upna Orcid (MDPI, 2022)   Artículo / Artikulua  OpenAccess
      The 2030 Agenda for Sustainable Development adopted by all United Nations Member States in 2015 provides a catalogue of 17 Sustainable Development Goals (SDG). In this context, Circular fashion stands out as one of the ...
    • ICT Impact on tourism industry 

      Aramendia Muneta, María Elena Upna Orcid; Ollo López, Andrea Upna Orcid (Access Press UK, 2013)   Artículo / Artikulua  OpenAccess
      The goal of this paper is to analyze the effects of ICT on firms’ competitiveness, as well as on their level of innovation, productivity and on the market share depending on the tourism area: Accommodation, Gastronomy ...
    • The influence of ethnocentricity in purchase behavior and ethnocentric attitudes 

      Aramendia Muneta, María Elena Upna Orcid; Reardon, James (North American Business Press, 2016)   Artículo / Artikulua  OpenAccess
      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 ...
    • Seizing opportunities in Europe: a roadmap for efficient Big Data implementation in Spanish SMEs 

      Sánchez Huguet, Carla; Aramendia Muneta, María Elena Upna Orcid; Erro Garcés, Amaya Upna Orcid (Emerald, 2022)   Artículo / Artikulua  OpenAccess
      Purpose: This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead ...
    • Spaniards and Spanish product image amont the Chinese: implications for marketing strategies 

      Aramendia Muneta, María Elena Upna Orcid; Grande Esteban, Ildefonso Upna (Cambridge Scholars Publishing, 2016)   Artículo / Artikulua  OpenAccess
      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 ...