Carla Ruiz-Mafé

|Carla Ruiz-Mafé - Contributing Author|Carla Ruiz-Mafé Department: Marketing - E-address: carla.ruiz@uv.es - Postal address: Facultat d'Economia. Av Tarongers, s/n. 46022 Valencia. Spain

Publications

Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive
Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive
Mohamad Kamal Hashem, Carla Ruiz-Mafé, Rafael Curras-Perez. © 2024. 24 pages.
The goal of this chapter is to understand how customer orientation may affect car brand loving clients´ attitudes and behaviours during their customer journey. This research...
Disentangling the Link Between Service Quality and Customer Brand Engagement: The Case of Abu Khader Automotive
Disentangling the Link Between Service Quality and Customer Brand Engagement: The Case of Abu Khader Automotive
Mohamad Hashem, Rafael Curras-Pérez, Carla Ruiz-Mafé. © 2024. 32 pages.
The purpose of this chapter is to analyse how the dimensions of service quality affect cognitive, affective and behavioural customer brand engagement. The chapter showcases the...
Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands
Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands
Alvaro Iranzo Barreira, Inés Küster, Carla Ruiz-Mafé. © 2024. 29 pages.
This chapter aims to understand the relationship between the concept of negative customer engagement and Brand Hate and is one of the first to analyse this relationship. In...
The Influence of Culture on Sentiments Expressed in Online Reviews of Eco-Friendly Hotels: The Case Study of Amsterdam
The Influence of Culture on Sentiments Expressed in Online Reviews of Eco-Friendly Hotels: The Case Study of Amsterdam
Estefania Ballester Chirica, Carla Ruiz-Mafé, Natalia Rubio. © 2023. 27 pages.
The proliferation of content generated by tourists, in parallel with the exponential growth of social media is causing a paradigm shift in research. Traditional surveys cannot be...
Branded Entertainment: Past, Present, and Future
Branded Entertainment: Past, Present, and Future
José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner. © 2017. 21 pages.
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore...
Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner. © 2015. 21 pages.
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...
Preface
Preface
José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner. © 2015. 5 pages.
This Preface is included in the book Engaging Consumers through Branded Entertainment and Convergent Media.
Branded Entertainment: Past, Present, and Future
Branded Entertainment: Past, Present, and Future
José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner. © 2015. 21 pages.
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore...
User-Generated-Content: Concept, Typology, and Marketing Outcomes
User-Generated-Content: Concept, Typology, and Marketing Outcomes
José Martí-Parreño, Lisa L. Scribner, Carla Ruiz-Mafé. © 2015. 21 pages.
User-generated-content, also called user-generated-media, user-created-content, and consumer-generated-content, refers to all types of content, like pictures, videos, or posts...
Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. Scribner. © 2014. 21 pages.
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...
The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage
The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage
Carla Ruiz-Mafé, Silvia Sanz-Blas, José Martí-Parreño. © 2014. 16 pages.
Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social...
Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain
Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain
Carla Ruiz-Mafé, Silvia Sanz-Blas, José Martí-Parreño. © 2013. 38 pages.
Mobile social networking sites have become one of the fastest growing Web 2.0 services worldwide both in developing and developed countries and have a major interest for the...