The COMINBRAND research group is an intercultural and interdisciplinary group that develops lines of research focused on communication, innovation and the latest marketing trends. Faced with the arrival of the 5.0 marketing stage, the research group contextualises itself in a highly interconnected and digitalised world, where communication plays a key role, and studies consumer behaviour and its connection with the brand, passing through different stages of brand creation. This process of developing a brand through its various assets is called branding. From there, communication, innovation, branding and consumer behaviour are COMINBRAND's main lines of research. To these are added two transversal lines of research, one focused on the study of the impact of culture, and more specifically national culture, which will allow us to obtain a cross-cultural vision of the problems addressed and another that includes the analysis of gender in current scientific research, with the aim of responding to a greater awareness of the importance of including the gender perspective in consumer behaviour studies.
The priority sectors of the analysis are tourism and education, both of which are subject to major processes of change and digital transformation. The analysis of the tourism sector encompasses both various tourist destinations and the hotel and hospitality companies that operate in them. The study of the education sector focuses on higher education institutions and focuses its analysis on teaching innovation and new teaching-learning methodologies.
The quality of the group's research is endorsed by the strong international collaboration of its members, their participation in multiple R&D projects financed by public calls, in educational innovation projects and in relevant R&D contracts with companies and/or administrations. In addition to this, there are numerous publications in journals of high international prestige indexed in the SSCI and SJR databases, participation in international conferences, including those oriented towards teaching innovation, participation in editorial boards of prestigious journals, acting as editors and a high degree of involvement in the field of tourism and education in general.
- General Objective: To progress in the most advanced knowledge of communication, innovation and branding, focusing on the consumer as the key point and adopting a perspective based on culture and gender.
- To study the nature and impact of integrated marketing communication and non-verbal communication.
- Analyse the effects of technological advances and the development of innovative practices in different sectors.
- Understand the process of branding and its consumer-based value.
- Examine the role of culture and gender in consumer behaviour.
- Branding
Analysing the branding process. Notoriety, image, loyalty, brand value, trust, commitment, involvement, sustainability, anthropomorphism.
- Comunication
Analyse different communication processes both at a business level, adopting an integrative perspective (integrated marketing communication) and focusing on the consumer, and at an interpersonal level, focusing on expressions that go beyond verbal elements (non-verbal communication).
- Innovation
Examine the implementation of innovative practices in sectors such as tourism and education. Emphasis on teaching innovation. Analysis of the use and impact of new information and communication technologies (social networks, apps, smartphones, artificial intelligence, etc.).
- Culture
Investigate the impact of national culture on communication and consumer behaviour from a cross-cultural perspective. Adopt an intercultural dynamic in the development of different teaching innovation methodologies.
- Consumer behaviour
Study the impact of communication on consumer behaviour. Analyse the proactive role of the consumer in the development of communication strategies. Special focus on the tourism sector (tourist behaviour) and the education sector (student behaviour).
- Gender
Include a gender perspective in consumer behaviour studies. Integrate the gender-based approach in teaching innovation.
- SERIC -, MAJA
- PDI-Titular d'Universitat
- CUADRADO GARCIA, MANUEL
- PDI-Catedratic/a d'Universitat
- ExpandirCUADRADO GARCIA, MANUELPDI-Catedratic/a d'Universitat
Tarongers Campus
Edificio Departamental Occidental. Av. dels Tarongers, s/n
46022 València (Valencia)
- SERIC -, MAJA
- PDI-Titular d'Universitat
