{"id":2312,"date":"2019-06-17T16:30:40","date_gmt":"2019-06-17T14:30:40","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2312"},"modified":"2025-06-21T01:42:45","modified_gmt":"2025-06-20T23:42:45","slug":"bravo-gil","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/bravo-gil\/","title":{"rendered":"Rafael Bravo Gil"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2312?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"Descargar PDF\" \/><\/a><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2312?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/generes.unizar.es\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Imprimir contenido\" \/><\/a><\/div><p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_5_6 5_6 fusion-five-sixth fusion-column-first\" style=\"--awb-bg-size:cover;width:83.333333333333%;width:calc(83.333333333333% - ( ( 4% ) * 0.83333333333333 ) );margin-right: 4%;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-tabs fusion-tabs-2 classic nav-is-justified horizontal-tabs icon-position-left mobile-mode-accordion\" style=\"--awb-title-border-radius-top-left:0px;--awb-title-border-radius-top-right:0px;--awb-title-border-radius-bottom-right:0px;--awb-title-border-radius-bottom-left:0px;--awb-alignment:start;--awb-inactive-color:#faf9f8;--awb-background-color:#ffffff;--awb-border-color:#ede8e8;--awb-active-border-color:#f09a3e;\"><div class=\"nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-b13a026419e3ca300b3\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-b13a026419e3ca300b3\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-a976d39486d61d731e8\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-a976d39486d61d731e8\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-36444f1ba9a61acfcfc\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-36444f1ba9a61acfcfc\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-content\"><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li class=\"active\" role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-b13a026419e3ca300b3\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-b13a026419e3ca300b3\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix in active\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-contacto\" id=\"tab-b13a026419e3ca300b3\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-2194\" src=\"\/wp-content\/uploads\/2019\/09\/rafaelbravo.png\" alt=\"\" width=\"170\" height=\"214\" \/><strong>Rafael Bravo es Doctor por la Universidad de Zaragoza y Catedr\u00e1tico de Universidad en la Facultad de Econom\u00eda y Empresa de la Universidad de Zaragoza.<\/strong><br \/>\nSu principal l\u00ednea de investigaci\u00f3n es la gesti\u00f3n de la marca, tanto a nivel interno como externo, y aplicada tanto a productos tangibles como a servicios. En los \u00faltimos a\u00f1os, esta investigaci\u00f3n se ha centrado fundamentalmente en el sector tur\u00edstico y en el sector bancario. Su Tesis Doctoral vers\u00f3 sobre el an\u00e1lisis del comportamiento del consumidor, y de manera espec\u00edfica sobre las influencias familiares en el comportamiento de compra de los j\u00f3venes adultos. Estos trabajos le han permitido presentar trabajos en congresos nacionales e internacionales, as\u00ed como publicar en diversas revistas cient\u00edficas tales como Journal of Business Research, Corporate Social Responsibility and Environmental Management e International Journal of Bank Marketing.<\/p>\n<p><strong>Direcci\u00f3n:<\/strong> Facultad de Econom\u00eda y Empresa. Campus Para\u00edso. Gran V\u00eda, 2. CP: 50.005, Zaragoza<br \/>\n<strong>Tel\u00e9fono Interno:<\/strong> 84 4669<br \/>\n<strong>Tel\u00e9fono Externo:<\/strong> 876554669<br \/>\n<strong>E-mail:<\/strong> rbravo@unizar.es<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-a976d39486d61d731e8\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-a976d39486d61d731e8\"><h4 class=\"fusion-tab-heading\">INVESTIGACI\u00d3N<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-investigaci\u00d3n\" id=\"tab-a976d39486d61d731e8\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>\u00daltimas publicaciones:<\/strong><\/p>\n<div>\n<p>Bravo, R.; Pina, J.M. y Tirado, B. (2024) \u00abRedefining brand identity and internal communications in turbulent times: the case of Banco Sabadell\u00bb, <strong><em>Journal of Brand Management<\/em><\/strong>, Vol. 32 (1), pp. 50-64. ISSN 1350-231X.\u00a0<a href=\"https:\/\/doi.org\/10.1057\/s41262-024-00366-9\">https:\/\/doi.org\/10.1057\/s41262-024-00366-9<\/a><\/p>\n<p>Bravo, R.; Dall&#8217;Olmo, F y Pina, J.M. (2024) \u00abBrand management in banking\u00bb, <strong><em>International Journal of Bank Marketing<\/em><\/strong>, (Editorial)\u00a0<a href=\"https:\/\/doi.org\/10.1108\/IJBM-04-2024-620\">https:\/\/doi.org\/10.1108\/IJBM-04-2024-620<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S y Pina, J.M. (2023) \u00abThe impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application\u00bb, <strong><em>Journal of Hospitality and Tourism Technology<\/em><\/strong>, Vol. 14 (5), pp. 925-940. DOI 10.1108\/JHTT-02-2022-0033. ISSN 1757-9880.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/JHTT-02-2022-0033\">https:\/\/doi.org\/10.1108\/JHTT-02-2022-0033<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S y Pina, J.M. (2021) \u00abGamification in tourism and hospitality review platforms: How to R.A.M.P. up users&#8217; motivation to create content\u00bb, <strong><em>International Journal of Hospitality Management<\/em><\/strong>, Vol. 99 (Octubre), 103064 [11 pp.]. ISSN 0278-4319.\u00a0<a href=\"https:\/\/doi.org\/10.1016\/j.ijhm.2021.103064\">https:\/\/doi.org\/10.1016\/j.ijhm.2021.103064<\/a><\/p>\n<p>Bravo, R., Pina, J.M. y Tirado, B. (2021), \u00abEffects of internal brand knowledge dissemination on the employee\u00bb, <strong><em>International Journal of Bank Marketing<\/em><\/strong>, Vol. 39 No. 7, pp. 1273-1291.\u00a0ISSN 0265-2323.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/IJBM-12-2020-0608\">https:\/\/doi.org\/10.1108\/IJBM-12-2020-0608<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S y Pina, J.M. (2021) \u00abUnderstanding how customers engage with social tourism websites\u00bb, <strong><em>Journal of Hospitality and Tourism Technology<\/em><\/strong>, Vol. 21 (1), pp. 141-154.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/JHTT-02-2019-0040\">https:\/\/doi.org\/10.1108\/JHTT-02-2019-0040<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S y Pina, J.M. (2020) \u00abIntergenerational differences in customer engagement behaviours: An analysis of social tourism websites\u00bb, <strong><em>International Journal of Tourism Research<\/em><\/strong>, Vol. 22 (2), pp. 182-191.\u00a0ISSN 1099-2340. <a href=\"https:\/\/doi.org\/10.1002\/jtr.2327\">https:\/\/doi.org\/10.1002\/jtr.2327<\/a><\/p>\n<p>Bravo, R.; Melero, I. y P\u00e9rez, R. (2020) \u00abShopping resorts as vehicles of city marketing: The case of Puerto Venecia\u00bb, <strong><em>Place Branding and Public Diplomacy<\/em><\/strong>, Vol. 16 (2), pp. 187-194.\u00a0ISSN 1751-8040. <a href=\"https:\/\/doi.org\/10.1057\/s41254-019-00145-3\">https:\/\/doi.org\/10.1057\/s41254-019-00145-3<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S &amp; Pina, J.M. (in press): \u201cUnderstanding how customers engage with social tourism websites\u201d,\u00a0<em><strong>Journal of Hospitality and Tourism Technology<\/strong><\/em> 12-1, pp.141-154. ISSN1757-9880.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/JHTT-02-2019-00402\">https:\/\/doi.org\/10.1108\/JHTT-02-2019-00402<\/a><\/p>\n<p>Bravo, R.; Catal\u00e1n, S &amp; Pina, J.M. (2019): \u201c<a href=\"https:\/\/doi.org\/10.1080\/03075079.2017.1420049\">Analysing Teamwork in Higher Education: An Empirical Study on the Antecedents and Consequences of Team Cohesiveness<\/a>\u201d,\u00a0<em><strong>Studies in Higher Education<\/strong><\/em>, Vol. 44 (7), pp. 1153-1165. ISSN 0307-5079.\u00a0<a href=\"https:\/\/doi.org\/10.1080\/03075079.2017.1420049\">https:\/\/doi.org\/10.1080\/03075079.2017.1420049<\/a><\/p>\n<p>Bravo, R.; Mart\u00ednez, E &amp; Pina, J.M. (2019): \u201cEffects of customers\u2019 perceptions in multichannel retail banking\u201d,\u00a0<em><strong>International Journal of Bank Marketing<\/strong><\/em>, Vol. 37 (5), pp. 1253-1274. ISSN 0265-2323.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/IJBM-07-2018-0170\">https:\/\/doi.org\/10.1108\/IJBM-07-2018-0170<\/a><\/p>\n<p>Bravo, R.; Melero, I. &amp; P\u00e9rez, R. (2020): \u201cShopping resorts as vehicles of city marketing: The case of Puerto Venecia\u201d,\u00a0<em><strong>Place Branding and Public Diplomacy<\/strong><\/em><em>,\u00a0<\/em>Vol. 16 (2), pp. 187-194.<\/p>\n<p>Bravo, R., Mart\u00ednez, E &amp; Pina, J.M. (2018)\u00a0<a href=\"https:\/\/idus.us.es\/xmlui\/bitstream\/handle\/11441\/78126\/Effects_of_service_experience_on_customer_responses_to_the_hotel_chains.pdf?sequence=1&amp;isAllowed=y\">\u201cEffects of service experience on customer responses to a hotel chain\u201d,<\/a><strong><em>\u00a0International Journal of Contemporary Hospitality Management<\/em><\/strong>, 31-1, pp.389-405. ISSN 0959-6119.\u00a0<a href=\"https:\/\/doi.org\/10.1108\/IJCHM-09-2017-0569\">https:\/\/doi.org\/10.1108\/IJCHM-09-2017-0569<\/a><\/p>\n<p>Bravo, R.; Cambra, J.; Centeno, E. &amp; Melero, I. (2017)\u00a0<a href=\"http:\/\/revistes.ub.edu\/index.php\/JESB\/article\/view\/j029\">\u201cThe importance of brand values in family business\u201d<\/a>,<strong><em>\u00a0Journal of Evolutionary Studies in Business\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 2 (2), 16-43.<\/p>\n<p>Bravo, R.; Buil, I., de Chernatony, L. &amp; Mart\u00ednez, E. (2017)\u00a0<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.3846\/16111699.2016.1209785\">\u201cBrand identity management and corporate social responsibility: An analysis from employees\u2019 perspective in the banking sector\u201d<\/a>,<strong><em>Journal of Business Economics and Management\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 18 (2), pp. 241-257.<\/p>\n<p>Bravo, R.; Buil, I., de Chernatony, L. &amp; Mart\u00ednez, E. (2017)\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/IJBM-10-2015-0148\">\u201cManaging brand identity: effects on the employees\u201d<\/a>,<strong><em>\u00a0International Journal of Bank Marketing\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 35 (1), pp. 2-23.<\/p>\n<p>Bravo, R., Matute, J. &amp; Pina, J.M. (2017)\u00a0<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/0965254X.2015.1076876\">\u201cCorporate identity management and employees\u00b4responses\u201d<\/a>,<strong><em>\u00a0Journal of Strategic Marketing\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 25 (1), pp. 1-13.<\/p>\n<p>Bravo, R., Matute, J. &amp; Pina, J.M. (2017)\u00a0<a href=\"http:\/\/www.produccioncientificaluz.org\/index.php\/rcs\/article\/view\/22135\">\u201cGesti\u00f3n de la identidad corporativa. Evidencias en el sector bancario\u201d<\/a>,<strong><em>\u00a0Revista de Ciencias Sociales\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 22 (2), pp. 49-62.<\/p>\n<p>Bravo, R., Matute, J. &amp; Pina, J.M. (2016)\u00a0<a href=\"https:\/\/link.springer.com\/article\/10.1007\/s11628-015-0287-9\">\u201cCorporate identity management in the banking sector: effects on employees\u00b4 identification, identity attractiveness and job satisfaction\u201d<\/a>,<strong><em>\u00a0Service Business\u00a0<\/em><\/strong><em>,<\/em>\u00a0Vol. 10, pp. 687-714.<\/p>\n<\/div>\n<\/div><div class=\"nav fusion-mobile-tab-nav\"><ul class=\"nav-tabs nav-justified\" role=\"tablist\"><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-36444f1ba9a61acfcfc\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-36444f1ba9a61acfcfc\"><h4 class=\"fusion-tab-heading\">DOCENCIA<\/h4><\/a><\/li><\/ul><\/div><div class=\"tab-pane fade fusion-clearfix\" role=\"tabpanel\" tabindex=\"0\" aria-labelledby=\"fusion-tab-docencia\" id=\"tab-36444f1ba9a61acfcfc\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Asignaturas de Grado:<\/strong><\/p>\n<p><strong>Grado en Administraci\u00f3n y Direcci\u00f3n de Empresas:<\/strong><\/p>\n<ul>\n<li>Direcci\u00f3n Comercial I (Marketing Management I)<\/li>\n<\/ul>\n<p><strong>Doble Grado en Derecho y Administraci\u00f3n y Direcci\u00f3n de Empresas:<\/strong><\/p>\n<ul>\n<li>Direcci\u00f3n Comercial I<\/li>\n<\/ul>\n<p><strong>Asignaturas de Posgrado:<\/strong><\/p>\n<p><strong>M\u00e1ster Universitario en Direcci\u00f3n, Estrategia y Marketing:<\/strong><\/p>\n<ul>\n<li>La Direcci\u00f3n de Marca en las Organizaciones<\/li>\n<\/ul>\n<p style=\"text-align: center; margin: 20px 0;\"><strong><a href=\"https:\/\/moodle.unizar.es\/add\/\" target=\"_blank\" rel=\"noopener noreferrer\">ACCESO A MOODLE<\/a><\/strong><\/p>\n<p><strong>Publicaciones Relevantes en Docencia:<\/strong><\/p>\n<p>Bravo, R.; Catal\u00e1n, S &amp; Pina, J.M. (2018)\u00a0<a href=\"https:\/\/srhe.tandfonline.com\/doi\/abs\/10.1080\/03075079.2017.1420049\">\u201d Analysing Teamwork in Higher Education: An Empirical Study on the Antecedents and Consequences of Team Cohesiveness\u201d<\/a><strong>,<\/strong><em><strong>\u00a0Studies in Higher Education<\/strong><\/em><em>,<\/em>\u00a0Vol. 44(7), pp. 1-13<\/p>\n<p>Bravo, R., Lucia, L. &amp; Mart\u00edn, M.J. (2014)<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/03075079.2014.926319#.U7vfEUCJCFA\">\u00a0\u201cProcesses and outcomes in student teamwork. An empirical study in a Marketing Subject\u201d<\/a>,<em><strong>\u00a0Studies in Higher Education.\u00a0<\/strong><\/em><a href=\"http:\/\/dx.doi.org\/10.1080\/03075079.2014.926319\">http:\/\/dx.doi.org\/10.1080\/03075079.2014.926319<\/a><\/p>\n<p>Bravo, R., Lucia, L. &amp; Mart\u00edn, M.J. (2013)\u00a0<a href=\"https:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/RSR-05-2013-0025\">\u201cAssessing a web library program for information literacy learning\u201d<\/a>,\u00a0<strong><em>Reference Services Review<\/em><\/strong>, vol. 41(4), pp.623-638.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_6 1_6 fusion-one-sixth fusion-column-last\" style=\"--awb-bg-size:cover;width:16.666666666667%;width:calc(16.666666666667% - ( ( 4% ) * 0.16666666666667 ) );\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-has-icon fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-align-block\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#01485f;--button_gradient_bottom_color:#01485f;--button_gradient_top_color_hover:#f09a3e;--button_gradient_bottom_color_hover:#f09a3e;width:calc(100%);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"?print=print\"><span class=\"fusion-button-icon-divider button-icon-divider-left\"><i class=\"fa-download fas awb-button__icon awb-button__icon--default\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default fusion-button-text-left\">Imprimir Curriculum<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"featured_media":0,"parent":2096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-2312","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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