Publicaciones más relevantes

Carbonell, P., & Rodriguez Escudero, A. I. (2023). Boosting the confidence of new product development teams: The role of team boundary spanning, team size and functional diversity. Creativity and Innovation Management32(1), 100-116.

Carbonell, P., & Rodriguez Escudero, A. I. (2023). Understanding the effect of boundary spanning activities on team identification in new product development teams. BRQ Business Research Quarterly,

Carbonell, P., and Rodríguez-Escudero, A. I. (2020). The Effect of Transactive Memory Systems on Job Stress of New Product Development Teams: Moderating Effects of Project Complexity and Technological Turbulence. IEEE Transactions on Engineering Management, en prensa.

Pemartín, M., and Rodríguez-Escudero, A. I. (2020). Is the formalization of NPD collaboration productive or counterproductive? Contingent effects of trust between partners. BRQ Business Research Quarterly, 24(1), 2–18

Carbonell, P. and Rodríguez-Escudero, A.I. (2019). The dark side of team social cohesion in NPD team boundary spanning. Journal of Product Innovation Management, 36 (2), 149-171.

Pemartín, M., Rodríguez-Escudero, A.I. and Munuera J.L. (2018). Effects of collaborative communication on NPD collaboration results: two routes of influence. Journal of Product Innovation Management, 35(2), 184-208.

Carbonell, P. and Rodríguez-Escudero, A.I. (2016). The effects of decentralization in strategy-making and national culture on NPD portfolio planning. Journal of Product Innovation Management, vol. 33, 1, pp. 101-116.

Rodríguez-Pinto, J., Carbonell, P. and Rodríguez-Escudero, A.I. (2011). Speed or quality?  How the order of market entry influences the relationship between market orientation and new product performance. International Journal of Research in Marketing, vol. 28, nº 2, 145-154.

Carbonell, P., Rodríguez, A.I. and Pujari, A. (2009). Customer involvement in new service development: An examination of antecedents and outcomes. Journal of Product Innovation Management, vol. 26, 537-551.

Rodríguez-Pinto, J., Rodríguez-Escudero, A.I. y Gutiérrez-Cillán, J. (2008). Order, positioning, scope and outcomes of market entry. Industrial Marketing Management, abril, vol. nº 37 (2) 154-166.

Rodríguez-Pinto, J., Gutiérrez-Cillán, J. y Rodríguez-Escudero, A.I. (2007). Order and scale of market entry, firm resources and performance. European Journal of Marketing, vol. 41, nº 5/6, 590-607

Carbonell, P. and Rodríguez-Escudero, A.I. (2006). The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance. International Journal of Research in Marketing, vol. 23, nº 1, 1-12.

Eficacia de la comunicación en redes sociales y las comunidades virtuales

Oltra, I., Camarero, C., & San José Cabezudo, R. (2022). Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications. International Journal of Advertising, 1-26.

Oltra González, I., Camarero, C., & San José Cabezudo, R. (2021). SOS to my followers! The role of marketing communications in reinforcing online travel community value during times of crisis. Tourism Management Perspectives39, 100843.

Camarero, C.; Garrido, M.J. y San José Cabezudo (2018): What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums, International Journal of Human–Computer Interaction, 34 (12), 1119-1134.

Camarero Izquierdo, C.; Rodríguez Pinto, J. y San José-Cabezudo, R. (2018): Latent communities of digital publications: The role of editors, followers, and advertisers, Telematics and Informatics 35 (5), 1176-1189, 2018

Gutiérrez-Cillán, J.; Camarero-Izquierdo, C. y San José-Cabezudo, R. (2017): How brand post content contributes to user’s Facebook brand-page engagement. The experiential route of active participation, BRQ Business Research Quarterly 20 (4), 258-274

Marketing móvil y compra omnicanal

Rodríguez-Torrico, P., San José Cabezudo, R., San-Martín, S., & Trabold Apadula, L. (2023). Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing. Journal of Research in Interactive Marketing17(1), 1-18.

Rodríguez–Torrico, P., San-Martín, S., & Cabezudo, R. S. J. (2022). «¿Conectamos? El marketing relacional en la era del mix de canales,» DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial.

Rodríguez-Torrico, P., Trabold Apadula, L., San-Martín, S., & San José Cabezudo, R. (2020). Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction. Journal of Marketing Management, 1-31.

Rodríguez-Torrico, P.; San-Martín, S. y San José-Cabezudo, R. (2019): What Drives M-Shoppers to Continue Using Mobile Devices to Buy? Journal of Marketing Theory and Practice 27 (1), 83-102,

Rodriguez Torrico, P.; San José Cabezudo, R., San Martín Gutiérrez, S. (2017): Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior, Computers in Human Behavior 68, 465-471.

Rodríguez-Torrico, P.; San-Martín, S. y San José-Cabezudo, R. (2015): Determinants of clothing repurchase through mobile devices, Esic Market, 57-100.

Marketing viral y el boca-oído electrónico (eWOM)

Camarero, C., San José, R., Jiménez, N., y San-Martín, S. (2021). The effect of use, overuse, and appeal of mobile game app on add-ons purchases and players recruitment. Journal of Organizational and End User Computing (JOEUC)33(2), 59-84.

San José Cabezudo, R., Camarero Izquierdo, C. y  Rodríguez Pinto, J. (2013): The persuasion context and results in online opinion seeking: effects of message and source. The moderating role of network managers,  Cyberpsychology, Behavior, and Social Networking,  16(11), 828-35.

San José Cabezudo, R. y Camarero Izquierdo, C. (2012): Determinants of Opening-Forwarding Email Messages, Journal of Advertising, 41(2), 97-112.

Camarero Izquierdo, C. y San José Cabezudo, R. (2012): Social and attitudinal determinants of viral marketing dynamics,  Computer in Human Behaviour, 27(6), 2292-2300.

Camarero Izquierdo, C. y San José Cabezudo, R. (2012): E-mail marketing: focos de viralidad y factores determinantes,  Revista Española de Investigación de Marketing 16 (2)

San José Cabezudo, R., Camarero Izquierdo, C. y  Rodríguez Pinto, J. (2012): En busca de los evangelizadores digitales: Por qué las empresas deben identificar y cuidar a los usuarios más activos de los espacios de opiniones online, Universia Business Review

Eficacia de la comunicación online

San Jose Cabezudo, R.; Gutiérrez Arranz, A.M. y Gutiérrez Cillán, J.(2009): The Combined Influence of Central and Peripheral Routes in the Online Persuasion Process, CyberPsychology & Behavior, 12(3), 299-308.

San Jose Cabezudo, R.; Gutiérrez Arranz, A.M. y Gutiérrez Cillán, J. (2008): The moderating role of the users motivations in terms of internet access and the individual’s responses to a web site. Internet Research, 18 (4), 393-404.

San Jose Cabezudo, R.; Gutiérrez Arranz, A.M. y Gutiérrez Cillán, J (2007): Designing effective websites. the moderating role of user internet experience. Journal of Internet Commerce, 6(1), 35-60.

San José Cabezudo, R.; Gutiérrez Arranz, A.M. y Gutiérrez Cillán, J (2004): Determinantes de la eficacia publicitaria del sitio web, Una aplicación del ELM, Rev Esp Investig Mark ESIC 8 (2), 93-121.

Rodríguez-Escudero, A. I., Camarero-Izquierdo, C., & Redondo-Carretero, M. (2023). Towards profitable customized solutions in small firms: a matter of relationships, modularity and expertise. Journal of Business & Industrial Marketing38(1), 137-154.

Redondo, M., Camarero, C., & van der Sijde, P. (2022). Exchange of knowledge in protected environments. The case of university business incubators. European Journal of Innovation Management25(3), 838-859.

Redondo, M., & Camarero, C. (2022). Building the first business relationships: incubatees in university business incubators (UBIs). Entrepreneurship Research Journal12(4), 597-627.

Hernández-Carrión, C., Camarero-Izquierdo, C., & Gutiérrez-Cillán, J. (2020). The internal mechanisms of entrepreneurs’ social capital: A multi-network analysis. BRQ Business Research Quarterly23(1), 2340944420901047.

Redondo, M., & Camarero, C. (2019). Social Capital in University Business Incubators: dimensions, antecedents and outcomes. International Entrepreneurship and Management Journal15, 599-624.

Redondo, M., & Camarero, C. (2017). Dominant logics and the manager’s role in university business incubators. Journal of Business & Industrial Marketing, 32(2), 282-294.

Hernández‐Carrión, C., Camarero‐Izquierdo, C., & Gutiérrez‐Cillán, J. (2017). Entrepreneurs’ social capital and the economic performance of small businesses: The moderating role of competitive intensity and entrepreneurs’ experience. Strategic Entrepreneurship Journal, 11(1), 61-89.

Redondo, M., & Camarero, C. (2017). Relationships between Entrepreneurs in Business Incubators. An Exploratory Case Study. Journal of Business-to-Business Marketing, 24(1), 57-74.

Camarero, C. & Gutiérrez Cillán, J.  (2009). La eficiencia económica y social de las relaciones comerciales fabricante-suministrador en la industria del automóvil. Economía industrial, (371), 209-220.

Camarero Izquierdo, C., Carrión, C. H., & Gutiérrez, S. S. M. (2008). Developing relationships within the framework of local economic development in Spain. Entrepreneurship and Regional Development, 20(1), 41-65.

Camarero Izquierdo, C., & Gutiérrez Cillán, J. (2004). The interaction of dependence and trust in long-term industrial relationships. European Journal of Marketing, 38(8), 974-994.


Vega, E., Camarero, C., & Gutiérrez-Arranz, A. (2022). Customer Experience in Gamified Commercial Websites: The Impact of Game Difficulty and Gameplays. International Journal of Human–Computer Interaction, 1-15.

La experiencia del cliente

Lashkova, M., Antón, C., & Camarero, C. (2020). Dual effect of sensory experience: engagement vs diversive exploration. International Journal of Retail & Distribution Management. Vol. 48 No. 2, pp. 128-151

Fidelización y relaciones con el consumidor

S.Phabmixay, Ch., Rodríguez-Escudero, A.I. y Rodríguez Pinto, J. (2021). “Benefits from the standardization of the complaint management system”. Total Quality Management & Business Excellence, 32(7-8), 737–757.

Phabmixay, C. S., Rodríguez-Escudero, A. I., & Rodríguez-Pinto, J. (2021). Organizational antecedents to designing a comprehensive complaint management system. Journal of Management & Organization, 27(3), 481–506.

García, G., Gutiérrez, A., & Gutiérrez, C. (2012). Drivers of customer likelihood to join grocery retail loyalty programs. An analysis of reward programs and loyalty cards. Journal of Retailing and Consumer Services, 19(5), 492-500.

García-Gómez, B., Gutiérrez-Arranz, A. M., & Gutiérrez-Cillán, J. (2012). Exploring the influence of three types of grocery retailer loyalty programs on customer affective loyalty. The International Review of Retail, Distribution and Consumer Research, 22(5), 547-561.

Camarero, C. (2007). Relationship orientation or service quality? What is the trigger of performance in financial and insurance services?. International Journal of Bank Marketing, 25(6), 406-426.

Antón, C., Camarero, C., & Carrero, M. (2007). The mediating effect of satisfaction on consumers’ switching intention. Psychology & Marketing, 24(6), 511-538.

Camarero Izquierdo, C., Gutiérrez Cillán, J., & San Martin Gutierrez, S. (2005). The impact of customer relationship marketing on the firm performance: a Spanish case. Journal of Services Marketing, 19(4), 234-244.

Fidelización y relaciones en el contexto online

Domínguez Casas, A., Gutiérrez Arranz, A. M. & San José Cabezudo, R. (2013). Programas de fidelización online y sensación de comunidad: antecedentes y consecuencias. In Estrategias de distribución y comportamiento de compra multicanal: Tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing (pp. 239-250). Fundación Ramón Areces.

San Martín Gutiérrez, S.; Camarero Izquierdo, C. y San José Cabezudo, R. (2010): Product and channel-related risk and involvement in online contexts,  Electronic Commerce Research and Applications 9 (3), 263-273

San Martín Gutiérrez, S.; Camarero Izquierdo, C. y San José Cabezudo, R. (2011): Does Involvement Matter in On-line Shopping Satisfaction and Trust?, Psychology & Marketing, 28(2), 145-67

San Martín Gutiérrez, S.; Camarero Izquierdo, C. y San José Cabezudo, R. (2011): Dual effect of perceived risk on cross-national e-commerce,  Internet Research 21 (1), 46-66

San Martin, S. & Camarero, C. (2008). Consumer trust to a web site: Moderating effect of attitudes toward online shopping. Cyberpsychology & Behavior, 11(5), 549-554.

Temprano-García, V., Pérez-Fernández, H., Rodríguez-Pinto, J., Rodríguez-Escudero, A. I., & Barros-Contreras, I. (2023). How to build a brand-oriented family firm: The impact of socioemotional wealth (SEW) dimensions. Journal of Business Research163, 113929. 

Temprano-García, V., Rodríguez-Escudero, A.I. and Rodríguez-Pinto, J. (2023), «Minimizing the negative impact of brand deletion», Marketing Intelligence & Planning, Vol. 41 No. 6, pp. 690-706.

Temprano-García, V., Rodríguez-Escudero, A. I., & Rodríguez-Pinto, J. (2020). Brand deletion implementation: The effect on performance of context and process factors. European Management Journal, 39(1), 147–161

Temprano-García, V., Rodríguez-Escudero, A. I., & Rodríguez-Pinto, J. (2020). Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation. Journal of Brand Management27(2), 211-226.

Temprano, V. (2018). Drivers of brand deletion outcomes: causes, decision-making and implementation. Tesis doctoral no publicada, Universidad de Valladolid

Temprano, V., Rodríguez, A.I. y Rodríguez-Pinto, J. (2018). Brand deletion: How the decision-making approach affects deletion success. BRQ Business Research Quarterly, vol. 21 (2), pp. 69-83.

Rodríguez, A.I., Rodríguez, J. y Temprano, V. (2016). Cuando eliminar una marca es una decisión acertada. Harvard Deusto Marketing y Ventas, 139, 44-52.

Gestión y marketing

Camarero, C., Garrido, M. J., & Vicente, E. (2023). Social and Financial Signalling to Increase Fundraising Revenue in Museums. Journal of Nonprofit & Public Sector Marketing, 35 (2), 144-164.

Camarero, C., Garrido, M. J., & Hernández, C. (2020). The mixed effects of organization’s and manager’s social capital: Evidence from the case of museums. Journal of Management & Organization26(4), 601-624.

Camarero, C., Garrido, M. J., Vicente, E., & Redondo, M. (2019). Relationship marketing in museums: influence of managers and mode of governance. Public Management Review21(10), 1369-1396.

Camarero, C., Garrido, M. J., & Vicente, E. (2019). Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences. Journal of Travel & Tourism Marketing, 36(2), 144-158.

Camarero, C., Garrido, M. J., & Vicente, E. (2015). Achieving effective visitor orientation in European museums. Innovation versus custodial. Journal of Cultural Heritage, 16(2), 228-235.

Vicente, E., Camarero, C., & Garrido, M. J. (2012). Insights into innovation in European museums: The impact of cultural policy and museum characteristics. Public Management Review, 14(5), 649-679.

Camarero, C., & Garrido, M. J. (2012). Fostering innovation in cultural contexts: Market orientation, service orientation, and innovations in museums. Journal of Service Research, 15(1), 39-58.

Camarero, C., Garrido, M. J., & Vicente, E. (2011). How cultural organizations’ size and funding influence innovation and performance: the case of museums. Journal of cultural economics, 35(4), 247.

Camarero, C., Garrido, M. J., & Vicente, E. (2010). Components of art exhibition brand equity for internal and external visitors. Tourism Management, 31(4), 495-504.

Camarero, C., & Garrido, M. J. (2009). Improving museums’ performance through custodial, sales, and customer orientations. Nonprofit and Voluntary Sector Quarterly, 38(5), 846-868.

Experiencia del visitante y del turista

Antón-Martin, C., Camarero, C., & Laguna-Garcia, M. (2021). Culinary tourism experiences: The effect of iconic food on tourist intentions. Tourism Management Perspectives40, 100911.

Antón, C., Camarero, C., Laguna, M., & Buhalis, D. (2019). Impacts of authenticity, degree of adaptation and cultural contrast on travellers’ memorable gastronomy experiences. Journal of Hospitality Marketing & Management28(7), 743-764.

Antón, C., Camarero-Izquierdo, C., y Garrido, M.J. (2019). What to do after visiting a museum? From post-consumption evaluation to intensification and online content generation. Journal of Travel Research, 58(6), 1052-1063.

Antón, C., Camarero, C., & Garrido, M. J. (2018). A journey through the museum: Visit factors that prevent or further visitor satiation. Annals of Tourism Research, 73, 48-61.

Antón, C., Camarero, C., & Garrido, M. J. (2018). What to do after visiting a museum? From post-consumption evaluation to intensification and online content generation. Journal of Travel Research.

Antón, C., Camarero, C., & Laguna-García, M. (2018). Experience value or satiety? The effects of the amount and variety of tourists’ activities on perceived experience. Journal of Travel Research, 57(7), 920-935.

Antón, C., Camarero, C., & Garrido, M. J. (2018). Exploring the experience value of museum visitors as a co-creation process. Current Issues in Tourism, 21(12), 1406-1425.

Camarero, C., & José Garrido, M. (2011). Incentives, organisational identification, and relationship quality among members of fine arts museums. Journal of Service Management, 22(2), 266-287.

De Rojas, C., & Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. Tourism management, 29(3), 525-537.


Estrategias de marketing

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Casos de marketing en las organizaciones

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Comunicación de marketing eficaz y legal

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Marketing de fidelización

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Marketing de patrimonio cultural

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