María Belén Prados Peña at University of Granada - Research Interests, Publications & Academic Profile

María Belén Prados Peña

Professor

Universidad de Granada

Spain

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Research Interests

Social Media Marketing

30%

Brand Management

30%

Marketing

30%

Social Marketing

30%

Consumer Behavior

20%

Cultural Heritage

20%

Eco-innovation

20%

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Articles10

Moving toward sustainable development: Social, economic and environmental value as antecedents of purchase intention in the sustainable crafts sector

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Year:

2023

Teacher Training and Sustainable Development: Study within the Framework of the Transdisciplinary Project RRREMAKER

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2023

Crafts as a key factor in local development: Bibliometric analysis

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Year:

2023

Building heritage brand equity through social media sales promotion: The role of Power Distance

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2023

New technologies for the conservation and preservation of cultural heritage through a bibliometric analysis

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2023

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

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Year:

2022

The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce

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2022

How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination

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Year:

2022

COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal” in the airline industry

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Year:

2022

Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

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Year:

2022

Collaborators8

Juan Miguel Alcántara Pilar

SPAIN

Francisco Muñoz-Leiva

Universidad de Granada

SPAIN

Pilar Manuela Soto Solier

Profesora Contratada Doctora

Universidad de Granada Facultad de Ciencias de la Educación

SPAIN

Ana García López

Universidad de Granada

SPAIN

valentin molina

Full Professor

Universidad de Granada

SPAIN

Francisco Jesús Gálvez Sánchez

Assistant Professor

Universidad de Granada

SPAIN

Lucia Porcu

Associate Professor

Universidad de Granada

SPAIN

Pedro Victor Núñez-Cacho Utrilla

Profesor Contratado Doctor

Universidad de Jaén

SPAIN

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