PROF. RAFAEL CURRÁS PÉREZ

Profesor Titular de Universidad en el Departamento de Comercialización e Investigación de Mercados, Facultat d'Economia, Universitat de València

 

Av. Tarongers s/n 46022 Valencia

Despacho 1E12

Tel: +34 961 62 51 76

email: rafael.curras-perez@uv.es

Grupo de Investigación DIGIMK.COM 

Marketing digital y comunicación 

INVESTIGACIÓN RECIENTE

Executive Editor

European Journal of Management and Business Economics

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Do consumers really care about corporate social responsibility when bearing brands in mind?

Journal of Global Marketing, 2021, https://doi.org/10.1080/08911762.2021.1958277

Jorge Vera-Martínez, Alejandro Alvarado-Herrera, Rafael Curras-Perez

 

The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric paradigm. Under this model, PCSR comprises three dimensions: economic, social, and environmental. Accordingly, a system of 11 hypotheses embedded in a conceptual framework is proposed and empirically tested. Measurements for the constructs in the hypotheses are assessed using a structured questionnaire with 521 respondents. The participants evaluated the brands of two major companies in Mexico. Path structural equation modeling is used to test the hypotheses. The results show that, of the three dimensions of PCSR, only economic and social dimensions affect variables related to brand perceptions. The proposed model suggests an explanatory power over attitude toward a brand through firm credibility, brand identification, and perceived functional value. The results imply that consumers disregard firm environmental responsibility when evaluating brands despite growing social efforts attempting to encourage environmental consciousness.

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The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services

Journal of Service Management 2020, 31; 3, 465-487

Carla Ruiz-Mafe, Enrique Bigne-Alcañiz, Rafael Curras-Perez

 

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services. The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.

In Memoriam. Rafael Currás Cayón

Flora Montiberica , 2020, 77: 91-97

Miguel Guara Requena, Rafael Currás Pérez, Emilio Laguna Contreras

 

El pasado 21 de marzo, Día Forestal Mundial, y una semana después de haberse decretado el Estado de Alarma en España por los efectos pandémicos de la enfermedad Covid-19, nos golpeaba la noticia del fallecimiento de Rafael Currás Cayón. Llevaba desde el día 4 de marzo ingresado en la UCI del Hospital 9 d'Octubre de Valencia, a causa de una cirugía por aneurisma de aorta, cuyo postoperatorio no pudo superar. Las circunstancias han impedido despedirnos de él como hubiéramos deseado por lo que sirvan las siguientes líneas como muestra de nuestro cariño y aprecio.