Marcelo Royo Vela, Ph.D. Full Professor of Marketing since 2001. University of Girona and University of Valencia, Spain. I am an open-minded person with a wide international and cross-cultural experience who enjoy academic interaction as well as participate supporting and developing academic activities and research. Author of several books and papers published in high quality indexed journals. Visiting professor, research scholar and fellow in the USA, The Netherlands, England, Catalonia, Israel and Hungary. Pioneer in national research (Spain) on informative and emotional content of advertising, informative and emotional content analysis of advertising categories, gender role portrayal in advertising, attitudes towards advertising, rural-cultural tourism, rural-cultural tourism image measurement and GPS use for tracking tourist behavior and its effects on tourist destination image formation, marketing theory and Clusters. His current research is applying neuromarketing technics to measure responses to heritage, and virtual reality in the 4.0 Industry and how value is co-produced and co-created in B2B settings and business networks.
The objective of this study is to identify the environment for business interactions in virtual r... more The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate representations of objects, events, and people, can submerge the perceptual system of a user—is the primary technical resource enabling the performance of value co-production and co-creational activities inside VR simulations. Additionally, the VR consultants and the hiring firms become the actors, orga...
IVIE working papers offer in advance the results of economic research under way in order to encou... more IVIE working papers offer in advance the results of economic research under way in order to encourage a discussion process before sending them to scientific journals for their final publication. * La investigación se ha podido realizar gracias a la financiación del proyecto precompetitivo nº 3405 de la
Abstract Purpose To explore and measure wearout or the acceptance threshold, beyond which, messag... more Abstract Purpose To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors that positively or negatively, according to literature, influences the attitude towards advertising in short message service (SMS) format and on this basis to propose future research along this line. There is also a focus on irritation antecedents. Methodology/approach Two surveys are used to prevent unbiased answers. The first one is driven to study the wearout effect in the SMS context. An offline survey is carried out using a structured questionnaire. A sample size of 188 using convenience sampling is collected. The second research is driven to study irritation and attitude towards SMS advertising. Data are collected through an online questionnaire which is published through social media platforms, an e-mail mailing list and a quick response (QR) code. An international sample size of 253 applying a convenience and snow ball sampling procedure is collected. Findings The wearout threshold and irritation antecedents in the mobile advertising context are identified as well as positive and negative factors which influence attitude towards SMS advertising. The replies do not match exactly with the significant factors found in previous research. Research limitations/implications There are some, among them, sample size and sampling procedure; only one sector was analysed and, although reliability is acceptable, the number of items in each measurement scale was reduced to only two. Practical implications Wearout and the characteristics of an SMS message capable to generate positive attitude are described. Social implications Guidelines to improve public attitudes towards SMS advertising and prevention from wearout are given. Originality/value Wearout in the mobile advertising context is explored and some insights regarding irritation antecedents and the role played by frequency and other positive factors in the causal model proposed by the academy are assessed.
The effects of companies on society and the practices of Corporate Social Responsibility have bee... more The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment in their business models, creating value for all stakeholders. We take the issue of shared value creation in an entrepreneurial ecosystem to determine how clustered companies understand and create shared value, identifying its antecedents and consequences. Using a single case study, we were able to identify that the entrepreneurial ecosystem becomes a favourable scenario for creating shared value, because participants benefit from resources and skills that allow them to grow their businesses, boost competitiveness and innovation and contribute to the economic, social, and environmental growth of their stakeholders.
While countless studies on the role of clusters in regional economic developments and business pe... more While countless studies on the role of clusters in regional economic developments and business performance have been done, some disadvantages and limitations also have been identified. Limitations such as small local markets, limited resources, isolation, and over-independence which lead companies to a lock-in state regarding knowledge and innovation can be solved by means of internationalization or foreign market expansion. Therefore, the internationalization of clusters still needs more attention. Furthermore, by conducting a bibliometric study based on the keywords from previous research, this investigation intends to identify the principal and most influential items, their relationship, and evolution, related to this topic. This work listed the top 30 journals based on SCImago Rank (SJR) in the category of Marketing, Management, and Internationalization, to select authoritative papers on the topic of internationalization of clusters. Based on the title, time of publication (2009...
Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology an... more Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.
La demanda turística homosexual presenta características diferenciales, y necesidades y motivacio... more La demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la oferta turística, definir las peculiaridades de la demanda turística homosexual en cuanto a sus necesidades y expectativas, y exponer una serie de estrategias de marketing, ya sea segmentación, posicionamiento o mezcla de marketing, a seguir por aquellas empresas del sector turístico que deseen orientarse hacia el segmento homosexual.
The purpose of this exploratory research is to contribute to the lack of empirical research explo... more The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR) technologies and by carrying out ten in-depth interviews to managers in those organizations. Results show that some small and medium sized enterprises (SMEs) are more rigorous about performance and tracking metrics compared to other companies providing similar technological services. In this line...
Page 1. ORIGINAL ARTICLE Adaptation of Marketing Activities to Cultural and Social Context: Gende... more Page 1. ORIGINAL ARTICLE Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals and Sexism in Spanish Commercials Marcelo Royo-Vela & Joaquin Aldas-Manzano & Inés Küster & Natalia Vila ...
PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community o... more PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper introduces a third dimension to the construct of belonging, called non‐participative belonging. Active participative belonging influences the level of satisfaction and affective commitment more positively than passive and non‐participative belonging.Research limitations/implicationsData were obtained t...
PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine... more PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.Design/methodology/approachContent analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.FindingsUse of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and women stereotypes persist but there has been a move from the portrayal of the character in situations considered socially traditional to less traditional scenarios. At the end of the period analysed, Spanish magazines show low and decreasing levels of sexism.Research limitations/implicationsOnly one...
... Por Marcelo Royo Vela(1), María José Miquel Romero y Eva María Caplliure Giner Universitat de... more ... Por Marcelo Royo Vela(1), María José Miquel Romero y Eva María Caplliure Giner Universitat de Girona (1). Universitat de Valencia ... Según los trabajos de ROYO, MIQUEL y MARÍN (2000), Royo, CAPLLIURE y MIQUEL (2001 ayb) o ROYO, ALDÁS, KÜSTER y VILA (2001 a ,byc ...
En la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efect... more En la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efectos directos y/o indirectos de los impactos percibidos del turismo y la valoración de dichos efectos realizada por los residentes en el destino turístico. El objetivo del estudio es analizar la actitud de los residentes en un destino turístico de naturaleza rural-cultural respecto al turismo y a los turistas, así como los factores susceptibles de influir en la formación de dicha actitud y su potencial uso en el desarrollo turístico del destino. Como resultado de nuestro estudio, se observan actitudes hacia el turismo significativamente diferentes en función del impacto percibido, el grado de desarrollo local, el uso de recursos turísticos por parte de los residentes y distintas características sociodemográficas.
espanolObjetivo: El objetivo principal de esta investigacion es obtener una mejor comprension del... more espanolObjetivo: El objetivo principal de esta investigacion es obtener una mejor comprension del impacto de la percepcion del valor del tiempo sobre la intencion de los solicitantes de cursar un master online. Para ello, este constructo se agrega al Modelo de Aceptacion de Tecnologia (TAM). Diseno/metodologia/enfoque: Los datos se recopilaron a traves de encuestas online y personales de una muestra de 147 personas que estaban interesadas en continuar su educacion superior. Los datos obtenidos se analizan a traves del modelo de ecuaciones estructurales. Resultados: Los resultados muestran que el valor percibido del tiempo se relaciona significativamente con la facilidad de uso y la utilidad percibida que, a su vez, muestran un efecto significativo sobre la actitud hacia la inscripcion. Tambien la actitud hacia la inscripcion se relaciona positiva y significativamente con el valor percibido del tiempo. Por otro lado, la utilidad percibida no muestra una relacion significativa con la ...
Many Spanish destinations are now considering low cost airlines (LCA) important for attracting to... more Many Spanish destinations are now considering low cost airlines (LCA) important for attracting tourists. However, there is little evidence on the characteristics travelers using low cost airlines and their flight preferences. Typical segmentation of air travelers are business versus leisure travelers and business versus tourist fares. The aim of this paper is to obtain a deeper understanding of the demand of LCA through a segmentation analysis, based on 808 foreign travelers who used Girona airport, that focuses on low cost travelers’ valuations of different flight attributes and trip related characteristics.
The objective of this study is to identify the environment for business interactions in virtual r... more The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate representations of objects, events, and people, can submerge the perceptual system of a user—is the primary technical resource enabling the performance of value co-production and co-creational activities inside VR simulations. Additionally, the VR consultants and the hiring firms become the actors, orga...
IVIE working papers offer in advance the results of economic research under way in order to encou... more IVIE working papers offer in advance the results of economic research under way in order to encourage a discussion process before sending them to scientific journals for their final publication. * La investigación se ha podido realizar gracias a la financiación del proyecto precompetitivo nº 3405 de la
Abstract Purpose To explore and measure wearout or the acceptance threshold, beyond which, messag... more Abstract Purpose To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors that positively or negatively, according to literature, influences the attitude towards advertising in short message service (SMS) format and on this basis to propose future research along this line. There is also a focus on irritation antecedents. Methodology/approach Two surveys are used to prevent unbiased answers. The first one is driven to study the wearout effect in the SMS context. An offline survey is carried out using a structured questionnaire. A sample size of 188 using convenience sampling is collected. The second research is driven to study irritation and attitude towards SMS advertising. Data are collected through an online questionnaire which is published through social media platforms, an e-mail mailing list and a quick response (QR) code. An international sample size of 253 applying a convenience and snow ball sampling procedure is collected. Findings The wearout threshold and irritation antecedents in the mobile advertising context are identified as well as positive and negative factors which influence attitude towards SMS advertising. The replies do not match exactly with the significant factors found in previous research. Research limitations/implications There are some, among them, sample size and sampling procedure; only one sector was analysed and, although reliability is acceptable, the number of items in each measurement scale was reduced to only two. Practical implications Wearout and the characteristics of an SMS message capable to generate positive attitude are described. Social implications Guidelines to improve public attitudes towards SMS advertising and prevention from wearout are given. Originality/value Wearout in the mobile advertising context is explored and some insights regarding irritation antecedents and the role played by frequency and other positive factors in the causal model proposed by the academy are assessed.
The effects of companies on society and the practices of Corporate Social Responsibility have bee... more The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment in their business models, creating value for all stakeholders. We take the issue of shared value creation in an entrepreneurial ecosystem to determine how clustered companies understand and create shared value, identifying its antecedents and consequences. Using a single case study, we were able to identify that the entrepreneurial ecosystem becomes a favourable scenario for creating shared value, because participants benefit from resources and skills that allow them to grow their businesses, boost competitiveness and innovation and contribute to the economic, social, and environmental growth of their stakeholders.
While countless studies on the role of clusters in regional economic developments and business pe... more While countless studies on the role of clusters in regional economic developments and business performance have been done, some disadvantages and limitations also have been identified. Limitations such as small local markets, limited resources, isolation, and over-independence which lead companies to a lock-in state regarding knowledge and innovation can be solved by means of internationalization or foreign market expansion. Therefore, the internationalization of clusters still needs more attention. Furthermore, by conducting a bibliometric study based on the keywords from previous research, this investigation intends to identify the principal and most influential items, their relationship, and evolution, related to this topic. This work listed the top 30 journals based on SCImago Rank (SJR) in the category of Marketing, Management, and Internationalization, to select authoritative papers on the topic of internationalization of clusters. Based on the title, time of publication (2009...
Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology an... more Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.
La demanda turística homosexual presenta características diferenciales, y necesidades y motivacio... more La demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la oferta turística, definir las peculiaridades de la demanda turística homosexual en cuanto a sus necesidades y expectativas, y exponer una serie de estrategias de marketing, ya sea segmentación, posicionamiento o mezcla de marketing, a seguir por aquellas empresas del sector turístico que deseen orientarse hacia el segmento homosexual.
The purpose of this exploratory research is to contribute to the lack of empirical research explo... more The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR) technologies and by carrying out ten in-depth interviews to managers in those organizations. Results show that some small and medium sized enterprises (SMEs) are more rigorous about performance and tracking metrics compared to other companies providing similar technological services. In this line...
Page 1. ORIGINAL ARTICLE Adaptation of Marketing Activities to Cultural and Social Context: Gende... more Page 1. ORIGINAL ARTICLE Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals and Sexism in Spanish Commercials Marcelo Royo-Vela & Joaquin Aldas-Manzano & Inés Küster & Natalia Vila ...
PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community o... more PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper introduces a third dimension to the construct of belonging, called non‐participative belonging. Active participative belonging influences the level of satisfaction and affective commitment more positively than passive and non‐participative belonging.Research limitations/implicationsData were obtained t...
PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine... more PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.Design/methodology/approachContent analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.FindingsUse of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and women stereotypes persist but there has been a move from the portrayal of the character in situations considered socially traditional to less traditional scenarios. At the end of the period analysed, Spanish magazines show low and decreasing levels of sexism.Research limitations/implicationsOnly one...
... Por Marcelo Royo Vela(1), María José Miquel Romero y Eva María Caplliure Giner Universitat de... more ... Por Marcelo Royo Vela(1), María José Miquel Romero y Eva María Caplliure Giner Universitat de Girona (1). Universitat de Valencia ... Según los trabajos de ROYO, MIQUEL y MARÍN (2000), Royo, CAPLLIURE y MIQUEL (2001 ayb) o ROYO, ALDÁS, KÜSTER y VILA (2001 a ,byc ...
En la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efect... more En la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efectos directos y/o indirectos de los impactos percibidos del turismo y la valoración de dichos efectos realizada por los residentes en el destino turístico. El objetivo del estudio es analizar la actitud de los residentes en un destino turístico de naturaleza rural-cultural respecto al turismo y a los turistas, así como los factores susceptibles de influir en la formación de dicha actitud y su potencial uso en el desarrollo turístico del destino. Como resultado de nuestro estudio, se observan actitudes hacia el turismo significativamente diferentes en función del impacto percibido, el grado de desarrollo local, el uso de recursos turísticos por parte de los residentes y distintas características sociodemográficas.
espanolObjetivo: El objetivo principal de esta investigacion es obtener una mejor comprension del... more espanolObjetivo: El objetivo principal de esta investigacion es obtener una mejor comprension del impacto de la percepcion del valor del tiempo sobre la intencion de los solicitantes de cursar un master online. Para ello, este constructo se agrega al Modelo de Aceptacion de Tecnologia (TAM). Diseno/metodologia/enfoque: Los datos se recopilaron a traves de encuestas online y personales de una muestra de 147 personas que estaban interesadas en continuar su educacion superior. Los datos obtenidos se analizan a traves del modelo de ecuaciones estructurales. Resultados: Los resultados muestran que el valor percibido del tiempo se relaciona significativamente con la facilidad de uso y la utilidad percibida que, a su vez, muestran un efecto significativo sobre la actitud hacia la inscripcion. Tambien la actitud hacia la inscripcion se relaciona positiva y significativamente con el valor percibido del tiempo. Por otro lado, la utilidad percibida no muestra una relacion significativa con la ...
Many Spanish destinations are now considering low cost airlines (LCA) important for attracting to... more Many Spanish destinations are now considering low cost airlines (LCA) important for attracting tourists. However, there is little evidence on the characteristics travelers using low cost airlines and their flight preferences. Typical segmentation of air travelers are business versus leisure travelers and business versus tourist fares. The aim of this paper is to obtain a deeper understanding of the demand of LCA through a segmentation analysis, based on 808 foreign travelers who used Girona airport, that focuses on low cost travelers’ valuations of different flight attributes and trip related characteristics.
Value Co-Creation Process and Measurement in 4.0 SMEs: An Exploratory Research in a B2B Marketing... more Value Co-Creation Process and Measurement in 4.0 SMEs: An Exploratory Research in a B2B Marketing Innovation Context.
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