Publicaciones (70) Publicaciones de Maria Elena Delgado Ballester

2024

  1. Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification

    Journal of Business Research, Vol. 177

2023

  1. Innovation in business model as a response to the sharing economy

    European journal of management and business economics, Vol. 32, Núm. 5, pp. 602-619

  2. Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals

    Journal of Product and Brand Management, Vol. 32, Núm. 2, pp. 257-272

2022

  1. Branding antecedents of consumer need for uniqueness: a behavioural approach to globalness vs. localness

    Journal of Marketing Communications, Vol. 28, Núm. 4, pp. 392-427

  2. Implicaciones de la adaptación a través de las decisiones de innovación y marca en un contexto de economía colaborativa

    III Congreso Interdisciplinar de Jóvenes Investigadores 23 y 24 de septiembre de 2021

2021

  1. Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger, and Dislike

    International Journal of Electronic Commerce, Vol. 25, Núm. 3, pp. 313-337

2020

  1. Anthropomorphized vs objectified brands: which brand version is more loved?

    European journal of management and business economics, Vol. 29, Núm. 2, pp. 150-165

  2. Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

    Journal of Product and Brand Management, Vol. 30, Núm. 4, pp. 626-638

  3. How harmful are online firestorms for brands?: An approach to the phenomenon from the participant level

    Spanish journal of marketing-ESIC, Vol. 24, Núm. 1, pp. 133-151

2019

  1. Fostering brand love in Facebook brand pages

    Online Information Review, Vol. 43, Núm. 5, pp. 710-727

  2. Marketing Strategy: bilingual Bachelor's Degree in Business Management and Administration (BMA)

    Servicio de Publicaciones de la Universidad de Murcia

  3. Marketing strategy: how to design market-oriented strategies to win

    Servicio de Publicaciones de la Universidad de Murcia

2018

  1. New challenges in brand management

    Spanish journal of marketing-ESIC, Vol. 22, Núm. 3, pp. 254-271

2017

  1. This anthropomorphised brand is so loveable: the role of self-brand integration

    Spanish journal of marketing-ESIC, Vol. 21, Núm. 2, pp. 89-101

2016

  1. The need to belong and self-disclosure in positive word-of-mouth behaviours: The moderating effect of self-brand connection

    Journal of Consumer Behaviour, Vol. 15, Núm. 1, pp. 60-71

  2. ‘‘Once upon a brand’’: storytelling practices by Spanish brands

    Spanish journal of marketing-ESIC, Vol. 20, Núm. 2, pp. 115-131

2015

  1. Brand experimental value versus brand functional value: which matters more for the brand?

    European Journal of Marketing, Vol. 49, Núm. 11-12, pp. 1857-1879

2014

  1. El papel de las redes sociales como generadoras de "amor a la marca"

    Universia Business Review, Núm. 41, pp. 18-39

  2. Store image influences in consumers’ perceptions of store brands: The moderating role of value consciousness

    European Journal of Marketing, Vol. 48, pp. 1850-1869

  3. ¿Quién ama a las marcas?. Determinantes personales y de consumo

    Revista española de investigación de marketing, Vol. 18, Núm. 1, pp. 2-16