Esther holds a Doctorate in Economics and Business Administration from the University of Burgos with extensive teaching experience in Business Economics and, particularly, in Marketing. He teaches face-to-face and online teaching, applying new methodologies on which he also researches for teacher improvement.Esther combines teaching with research in Business Economics, specifically in the field of franchising, having published in international journals with an impact factor: International Entrepreneurship and Mangement Journal (2018), Sustainibility (2017), Psychology and Marketing (2016), Revista de Administraçao de Empresas (2015), Service Industries Journal (2014), among other.Esther has combined teaching and research with management positions such as Videdean, Department management, among others
PurposeThe gap between the self-declarations of buyers as responsible consumers and the purchase ... more PurposeThe gap between the self-declarations of buyers as responsible consumers and the purchase of sustainable products means that consumer knowledge needs to be examined in depth, to guide the initiatives of eco-entrepreneurs towards sectors and demands that will make them viable and to advance responsible production and consumption – Objective 12: Sustainable Development 2030. The purpose of this study is to analyse the profile of consumers in relation to the purchase of ecolabelled products and to establish relations between purchasing decisions with environmental, social and ethical factors.Design/methodology/approachMultiple correspondence analysis is applied to the results of a questionnaire administered to a sample of 407 consumers resident in Spain. Information is gathered on environmental, social and economic concerns and the importance consumers attach to certain product attributes such as ecolabels, price and quality.FindingsConsumers concerned over environmental, social...
Economic crises affect both the organizational side and the brand side of the franchise. Using se... more Economic crises affect both the organizational side and the brand side of the franchise. Using self-organizing time maps, this study examines how franchise brand behavior influences decisions by potential franchisees in Spain. The findings confirm that franchising offers an alternative to the business turnaround strategy, which firms apply when faced with adverse changes in the environment such as those caused by the economic crisis in Spain. Results show that all franchise brands within the same sector behaved similarly, except for brands in the catering sector, which displayed varying responses to the economic changes. The authors discuss the implications of these results for future franchisees.
Actualmente, el cliente final está siendo estudiado por los administradores y gestores de marca d... more Actualmente, el cliente final está siendo estudiado por los administradores y gestores de marca debido a los efectos tan influyentes que tiene la marca en el mercado. Sin embargo, en la franquicia, en general, y en la franquicia mexicana, en particular, las actividades orientadas a la gestión de marcas son poco investigadas. Si tenemos en cuenta que las franquicias tienen
This article focuses on the choice of franchise by a potential franchisee, opening an outlet for ... more This article focuses on the choice of franchise by a potential franchisee, opening an outlet for the first time. The aim is to analyze the relationship between two signals—brand equity and price—sent by the franchisor, and the choice of franchise. Signaling theory provides the method to analyze this relationship. Using data panel methodology, we conclude that brand equity, up-front franchise fees, and initial investment are the signals taken into account by Spanish franchisees when starting up franchise stores between 2002 and 2008.
When choosing a franchise chain, potential franchisees must incorporate into their decision proce... more When choosing a franchise chain, potential franchisees must incorporate into their decision process the signals of franchise chain quality being sent to the market by the franchisor. Some of these signals along with potential franchisees’ choices of franchise chain are analyzed. The results show that brand value and franchisee performance were the key signals used by Spanish franchisees during the period 2002 through 2008, when deciding to open a franchise outlet. The aim of this study was to contribute to strengthening the relationship between entrepreneurship and franchising in Spain from an empirical viewpoint.
RESUMEN Este artículo aborda desde la perspectiva de la Teoría de Señales la elección de una fran... more RESUMEN Este artículo aborda desde la perspectiva de la Teoría de Señales la elección de una franquicia por un potencial franquiciado que elige este canal de distribución por primera vez. El objetivo es analizar la relación entre algunas señales enviadas por el franquiciador y la elección de una franquicia por el potencial franquiciado. Concluimos que los efectos de las variables macroeconómicas de España en el periodo 2006-2013 influyeron en los ingresos netos de los franquiciados para que se convirtiera en una señal empleada por éstos a la hora de elegir la franquicia donde abrir un establecimiento.
There is abundant evidence that franchises boost the economies of developed and emerging market e... more There is abundant evidence that franchises boost the economies of developed and emerging market economies. In Mexico, for example, despite its limited growth, the franchise system is dynamic. Over the past three decades, the inconsistent continuity of the global franchise business format may also be noted. The aim here is to analyse the factors linked to franchise continuity in the Mexican hospitality sector by applying panel data methodology to a sample of 253 hospitality sector chains between 2002 and 2016. The results showed that franchised outlets, proven and improved know-how, and market factors, under conditions of endogeneity, maintained a positive effect on the continuity of the franchise business format. ARTICLE HISTORY
PurposeThe gap between the self-declarations of buyers as responsible consumers and the purchase ... more PurposeThe gap between the self-declarations of buyers as responsible consumers and the purchase of sustainable products means that consumer knowledge needs to be examined in depth, to guide the initiatives of eco-entrepreneurs towards sectors and demands that will make them viable and to advance responsible production and consumption – Objective 12: Sustainable Development 2030. The purpose of this study is to analyse the profile of consumers in relation to the purchase of ecolabelled products and to establish relations between purchasing decisions with environmental, social and ethical factors.Design/methodology/approachMultiple correspondence analysis is applied to the results of a questionnaire administered to a sample of 407 consumers resident in Spain. Information is gathered on environmental, social and economic concerns and the importance consumers attach to certain product attributes such as ecolabels, price and quality.FindingsConsumers concerned over environmental, social...
Economic crises affect both the organizational side and the brand side of the franchise. Using se... more Economic crises affect both the organizational side and the brand side of the franchise. Using self-organizing time maps, this study examines how franchise brand behavior influences decisions by potential franchisees in Spain. The findings confirm that franchising offers an alternative to the business turnaround strategy, which firms apply when faced with adverse changes in the environment such as those caused by the economic crisis in Spain. Results show that all franchise brands within the same sector behaved similarly, except for brands in the catering sector, which displayed varying responses to the economic changes. The authors discuss the implications of these results for future franchisees.
Actualmente, el cliente final está siendo estudiado por los administradores y gestores de marca d... more Actualmente, el cliente final está siendo estudiado por los administradores y gestores de marca debido a los efectos tan influyentes que tiene la marca en el mercado. Sin embargo, en la franquicia, en general, y en la franquicia mexicana, en particular, las actividades orientadas a la gestión de marcas son poco investigadas. Si tenemos en cuenta que las franquicias tienen
This article focuses on the choice of franchise by a potential franchisee, opening an outlet for ... more This article focuses on the choice of franchise by a potential franchisee, opening an outlet for the first time. The aim is to analyze the relationship between two signals—brand equity and price—sent by the franchisor, and the choice of franchise. Signaling theory provides the method to analyze this relationship. Using data panel methodology, we conclude that brand equity, up-front franchise fees, and initial investment are the signals taken into account by Spanish franchisees when starting up franchise stores between 2002 and 2008.
When choosing a franchise chain, potential franchisees must incorporate into their decision proce... more When choosing a franchise chain, potential franchisees must incorporate into their decision process the signals of franchise chain quality being sent to the market by the franchisor. Some of these signals along with potential franchisees’ choices of franchise chain are analyzed. The results show that brand value and franchisee performance were the key signals used by Spanish franchisees during the period 2002 through 2008, when deciding to open a franchise outlet. The aim of this study was to contribute to strengthening the relationship between entrepreneurship and franchising in Spain from an empirical viewpoint.
RESUMEN Este artículo aborda desde la perspectiva de la Teoría de Señales la elección de una fran... more RESUMEN Este artículo aborda desde la perspectiva de la Teoría de Señales la elección de una franquicia por un potencial franquiciado que elige este canal de distribución por primera vez. El objetivo es analizar la relación entre algunas señales enviadas por el franquiciador y la elección de una franquicia por el potencial franquiciado. Concluimos que los efectos de las variables macroeconómicas de España en el periodo 2006-2013 influyeron en los ingresos netos de los franquiciados para que se convirtiera en una señal empleada por éstos a la hora de elegir la franquicia donde abrir un establecimiento.
There is abundant evidence that franchises boost the economies of developed and emerging market e... more There is abundant evidence that franchises boost the economies of developed and emerging market economies. In Mexico, for example, despite its limited growth, the franchise system is dynamic. Over the past three decades, the inconsistent continuity of the global franchise business format may also be noted. The aim here is to analyse the factors linked to franchise continuity in the Mexican hospitality sector by applying panel data methodology to a sample of 253 hospitality sector chains between 2002 and 2016. The results showed that franchised outlets, proven and improved know-how, and market factors, under conditions of endogeneity, maintained a positive effect on the continuity of the franchise business format. ARTICLE HISTORY
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