GIUV2020-474
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...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.
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- Objetivo General: Progresar en los conocimientos mas avanzados de comunicacion, innovacion y branding, centrandose en el consumidor como el punto clave y adoptando una perspectiva basada en la cultura y el genero.
- Estudiar la naturaleza y el impacto de la comunicacion integrada de marketing y de la comunicacion no verbal.
- Analizar los efectos de los avances tecnologicos y el desarrollo de practicas innovadoras en distintos sectores.
- Entender el proceso de creacion de marca y su valor basado en el consumidor.
- Examinar el papel de la cultura y del genero en el comportamiento del consumidor.
- Communication.To 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).
- Consumer behavior.To study the impact of communication on consumer behaviour. To 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).
- 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.).
- Branding.Analysing the branding process. Notoriety, image, loyalty, brand value, trust, commitment, involvement, sustainability, anthropomorphism.
- 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.
- Gender.To include the gender perspective in consumer behaviour studies. To integrate the gender-based approach into teaching innovation.
| Name | Nature of participation | Entity | Description |
|---|---|---|---|
| MAJA SERIC | Director | Universitat de València | |
| Research team | |||
| MARIIA BORDIAN | Member | Universitat de València | |
| MANUEL CUADRADO GARCIA | Collaborator | Universitat de València | |
| PEDRO RUIZ CASTELL | Collaborator | Universitat de València | |
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- Marketing and Market Research
- género
- comunciación integrada de marketing; comunicación no verbal
- comportamiento del consumidor
- innovación en turismo; nuevas TIC; redes sociales
- branding; brand equity; consumer-brand engagement; brand sustainability; brand anthropomorphism
- cultura nacional; análisis cross-cultural
