Natalia Rubio

Universidad Autónoma de Madrid

Spain

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Research Interests

Social Media Marketing

20%

Digital Marketing

20%

Consumer Psychology

30%

Value Co-creation

30%

Customer Engagement

30%

Marketing

30%

Tourism

20%

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Articles8

Critical success factors for sharing information and knowledge of COVID-19 through Twitter

Article Link

Year:

2021

Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users

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Year:

2021

Value co-creation between consumers and distributors: the moderating effect of relationship characteristics

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Year:

2021

Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise

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Year:

2020

Destination brand authenticity: What an experiential simulacrum! A multigroup analysis of its antecedents and outcomes through official online platforms

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Year:

2020

Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination

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Year:

2020

The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty

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Year:

2020

Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity

Article Link

Year:

2020

Collaborators2

Jano Jiménez Barreto

Oxford Brookes University

UNITED KINGDOM

Sara Campo

SPAIN

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