![Foto de PABLO](/img/nophoto.png)
PABLO
GUTIÉRREZ RODRÍGUEZ
Profesor Titular de Universidad
Publicaciones (120) Publicaciones de PABLO GUTIÉRREZ RODRÍGUEZ
2024
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Estrategias de marketing para potenciar la felicidad de la mujer federada
Tiempos de happiness management, tecnología y marketing social (Tirant lo Blanch), pp. 145-164
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Guest editorial: Happiness and corporate social responsibility: the role of organizational culture and consumers in a sustainable economy
Management Decision
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La identidad visual y el naming
Imagen corporativa: cómo influye en la gestión empresarial (Escuela Superior de Gestión Comercial y Marketing, ESIC), pp. 166-195
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Proyecto colaborativo ‘AFIDEP_León’: divulgación en redes sociales sobre aspectos jurídicos y profesionales del deporte
Innovación docente en la Universidad de León (Servicio de Publicaciones), pp. 349-356
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Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness
Management Decision, Vol. 62, Núm. 2, pp. 381-402
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Sustainable success: Unraveling the relationship between CSR initiatives, happiness, and purchase intention in fashion retailers across channels
Smart Ethics in the Digital World: Proceedings of the ETHICOMP 2024. 21st International Conference on the Ethical and Social Impacts of ICT
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The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers
Psychology and Marketing, Vol. 41, Núm. 3, pp. 649-664
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The impact of corporate social responsibility on customer loyalty in hospitality business
Quality and Quantity, Vol. 58, Núm. 3, pp. 2163-2181
2023
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CONSUMER HAPPINESS: ORIGIN AND DEVELOPMENT OF THE CONCEPT
ANDULI, pp. 83-98
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Consumer Happiness: Origin and Develoment of the Concept
Anduli: revista andaluza de ciencias sociales, Núm. 23, pp. 83-98
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Happiness and its relationship to expectations of change and sustainable behavior in a post-COVID-19 world
Journal of Management Development, Vol. 42, Núm. 6, pp. 458-482
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Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context
Journal of Business Research, Vol. 156
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The Side Effect of Political Standing: Corporate Activism and Its Impact on Stock Returns
Politics and Governance, Vol. 11, Núm. 2, pp. 138-146
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The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions
Humanities and Social Sciences Communications, Vol. 10, Núm. 1
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Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election
Humanities and Social Sciences Communications, Vol. 10, Núm. 1
2022
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El comercio local y singular como generador de emociones en los consumidores
El Happiness Management. Un cisne amarillo que vuela hacia el marketing social, la felicidad y el bienestar (Tirant Humanidades), pp. 229-258
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Evolution of mood states during the Covid-19 pandemic in Spain and its impact on happiness
A thousand ways to understand happiness in the economy of the European Union's "Next generation" funds: a comprehensive vision under the lens of social marketing, history and happiness management (Comares), pp. 115-137
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Sponsorship image and value creation in E-sports
Journal of Business Research, Vol. 145, pp. 198-209
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The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion
Corporate Governance (Bingley), Vol. 22, Núm. 3, pp. 458-473
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Why Do People Return to Video Platforms? Millennials and Centennials on TikTok
Media and Communication, Vol. 10, Núm. 1, pp. 198-207