{"id":2319,"date":"2019-06-17T16:42:49","date_gmt":"2019-06-17T14:42:49","guid":{"rendered":"http:\/\/generes.unizar.es\/?page_id=2319"},"modified":"2025-02-21T21:46:26","modified_gmt":"2025-02-21T20:46:26","slug":"buil-carrasco","status":"publish","type":"page","link":"https:\/\/generes.unizar.es\/es\/members\/buil-carrasco\/","title":{"rendered":"Isabel Buil Carrasco"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-page pdfprnt-top-right\"><a href=\"https:\/\/generes.unizar.es\/es\/wp-json\/wp\/v2\/pages\/2319?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\/2319?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-8de1faab9f10e6225dd\" aria-selected=\"true\" id=\"fusion-tab-contacto\" href=\"#tab-8de1faab9f10e6225dd\"><h4 class=\"fusion-tab-heading\">CONTACTO<\/h4><\/a><\/li><li role=\"presentation\"><a class=\"tab-link\" data-toggle=\"tab\" role=\"tab\" aria-controls=\"tab-869c0deb6df3e77f48b\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-investigaci\u00d3n\" href=\"#tab-869c0deb6df3e77f48b\"><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-ab2f41ce12f984c60b6\" aria-selected=\"false\" tabindex=\"-1\" id=\"fusion-tab-docencia\" href=\"#tab-ab2f41ce12f984c60b6\"><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-8de1faab9f10e6225dd\" aria-selected=\"true\" id=\"mobile-fusion-tab-contacto\" href=\"#tab-8de1faab9f10e6225dd\"><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-8de1faab9f10e6225dd\">\n<p class=\"tabcv\">CONTACTO<\/p>\n<p><img decoding=\"async\" class=\"wp-image-2920 alignleft\" src=\"http:\/\/generes.unizar.es\/wp-content\/uploads\/2019\/09\/IMG_20180607_113145012.jpg\" alt=\"\" width=\"228\" height=\"171\"><strong>Isabel Buil es Catedr\u00e1tica de Universidad en la Facultad de Econom\u00eda y Empresa de la Universidad de Zaragoza.<\/strong><\/p>\n<p>Su investigaci\u00f3n se centra en el \u00e1mbito de la gamificaci\u00f3n, el comportamiento del consumidor en redes sociales y la gesti\u00f3n de marca. Sus trabajos se han publicado en revistas internacionales como Journal of Business Research, Journal of Advertising Research, Journal of Business Ethics, Internet Research, European Journal of Marketing, Tourism Management, International Journal of Hospitality Management, Personality and Individual Differences y Computers &#038; Education. Es miembro del Editorial Review Board de la revista Journal of Product and Brand Management.<\/p>\n<p><strong>Direcci\u00f3n:<\/strong> Facultad de Econom\u00eda y Empresa (Campus R\u00edo Ebro), Edificio Lorenzo Normante, C\/Mar\u00eda de Luna s\/n, 50018, Zaragoza<br \/>\n<strong>Tel\u00e9fono:<\/strong> 876 554 939<br \/>\n<strong>E-mail:<\/strong> ibuil@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-869c0deb6df3e77f48b\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-investigaci\u00d3n\" href=\"#tab-869c0deb6df3e77f48b\"><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-869c0deb6df3e77f48b\">\n<p class=\"tabcv\">INVESTIGACI\u00d3N<\/p>\n<p><strong>Publicaciones m\u00e1s recientes:<\/strong><\/p>\n<p>Wallace, E. y Buil, I. (2025), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0191886925000674\">Individual differences in perceiving disinformation sharing as opinion leadership: effects of dark triad traits, need for uniqueness, and green identity<\/a>\u201d, <em><strong>Personality and Individual Differences<\/strong><\/em>, Vol. 238.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Oliveria, T. (2024), \u201c<a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/intr-02-2024-0211\/full\/html?casa_token=NZJyyPeAbzMAAAAA%3A4YhqieGe1DJHK_DC5xACqiCf3Gg-WlI2rDW7zHZnMXrRxstPbKNtzWxsfoYXY48o-cI6a9LXCvJq6oeP1TIItQEBZFvhBgh2bMdqbVa9MSKvutQOZBJJ\">Encouraging altruistic user-generated content in gamified review platforms<\/a>\u201d, <em><strong>Internet Research<\/strong><\/em>.<\/p>\n<p>Bitri\u00e1n, P., Buil, I., Catal\u00e1n, S. y Merli, D. (2024), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296324001899\">Gamification in workforce training: improving employees&#8217; self-efficacy and information security and data protection behaviours<\/a>\u201d, <em><strong>Journal of Business Research<\/strong><\/em>, Vol. 179.<\/p>\n<p>Wallace, E. y Buil, I. (2023), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296322010141?casa_token=e3L9KmSXsA0AAAAA:gkHAmyTmFvNP5klfJqsYRxTflzActo2F_GN0ZZldStRsWa85zerXkPXwUpH_isvjrZ5fng1s6qk\">Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior<\/a>\u201d, <em><strong>Journal of Business Research<\/strong><\/em>, Vol. 157.<\/p>\n<p>Bitri\u00e1n, S., Buil, I., Catal\u00e1n, S., y Hatfield, S. (2023), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1472811723001301\">The use of gamification strategies to enhance employees\u2019 attitudes towards e-training systems<\/a>\u201d, <em><strong>International Journal of Management Education<\/strong><\/em>, Vol. 21 (3).<\/p>\n<p>Wallace, E. y Buil, I. (2023), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0191886923000983\">Investigating trait antecedents of normative and deceptive Like-seeking on Instagram<\/a>\u201d, <em><strong>Personality and Individual Differences<\/strong><\/em>, Vol. 208.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Wallace, E. (2023), \u201c<a href=\"https:\/\/ojs.ehu.eus\/index.php\/CG\/article\/view\/26038\">Altruistic and egoistic motivations to engage with contact-tracing apps: Lessons learned from the Covid-19 pandemic<\/a>\u201d, <em><strong>Management Letters \/ Cuadernos de Gesti\u00f3n<\/strong><\/em>, Vol. 24 (2), pp. 7-20.<\/p>\n<p>Bitri\u00e1n, P., Buil, I. y Catal\u00e1n, S. (2023), \u201c<a href=\"https:\/\/ojs.ehu.eus\/index.php\/CG\/article\/view\/23826\">The motivational power of mobile gamified exercise app<\/a>s\u201d, <em><strong>Management Letters \/ Cuadernos de Gesti\u00f3n<\/strong><\/em>, Vol. 23 (2), pp. 21-36.<\/p>\n<p>Bitri\u00e1n, P., Buil, I. y Catal\u00e1n, S. (2021), \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296321002666\">Enhancing User Engagement: The Role of Gamification in Mobile Apps<\/a>\u201d, <em><strong>Journal of Business Research<\/strong><\/em>, Vol. 132, pp. 170-185.<\/p>\n<p>Wallace, E. y Buil, I. (2021), \u201c<a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/jsm-06-2020-0216\/full\/html?casa_token=VgiJLh8j3P0AAAAA:3P0sQfyzQWLRV6hyARfAA5V0UhViOYGc9JdhS6UHp_Liu5jzFxodkhtatAY6X3ED2e9wKTlyPV3pV5IvzrDMrqXvycoTzbWB5JblOCylgj_KWrw6AmGg\">A Typology of Conspicuous Donation on Facebook\u201d<\/a>, <em><strong>Journal of Services Marketing<\/strong><\/em>, Vol. 35 (4), pp. 535-552.<\/p>\n<p>Bitri\u00e1n, P., Buil, I. y Catal\u00e1n, S. (2021), \u201c<a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/ijbm-02-2021-0074\/full\/html?casa_token=7uk5U4hn4dUAAAAA%3AKmmu3VZbIBxh0kpZtQ0ad0JzxDYon_kcyegiMPwm8ZJ8jml6jfuPW9jUjxXqPOIO2F7VPPuERneG0zpHb3FphlfFGK3MpK88EXO6D-HjsWgaSxLoqA7a\">Making Finance Fun: The Gamification of Personal Financial Management Apps<\/a>\u201d, <em><strong>International Journal of Bank Marketing<\/strong><\/em>, Vol. 39 (7), pp. 1310-1332.<\/p>\n<p>Wallace, E., Buil, I., y de Chernatony, L. (2020) \u00ab<a href=\"https:\/\/link.springer.com\/article\/10.1007\/s10551-018-3999-7\" target=\"_blank\" rel=\"noopener noreferrer\">Consuming Good\u2019 on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions?\u00bb<\/a>, <strong><em>Journal of Business Ethics,\u00a0<\/em><\/strong>Vol. 162, pp. 577-592.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Mart\u00ednez, E. (2020) <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0148296319308082\">\u00abUnderstanding applicants\u2019 reactions to gamified recruitment\u00bb<\/a>, <em><strong>Journal of Business Research<\/strong><\/em>, Vol. 110, pp. 41-50.<\/p>\n<p>Wallace, E. y Buil, I. (2020) \u00abHiding Instragram Likes: effects on negative affect and loneliness\u00bb, <b><i>Personality and Individual Differences.<\/i><\/b><\/p>\n<p>Wallace, E.,\u00a0Buil, I. y Catal\u00e1n, S.\u00a0(2020), \u00ab<a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/JFMM-09-2019-0215\/full\/html\">Facebook and luxury fashion brands: self-congruent posts and purchase intentions<\/a>\u00ab,\u00a0<strong><i>Journal of Fashion Marketing and Management<\/i><\/strong>, Vol. 24 (4), pp. 571-588.<\/p>\n<p>Bitri\u00e1n, P., Buil, I. y Catal\u00e1n, S. (2020) <a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EJMBE-09-2019-0163\/full\/html\">\u00abGamification in sport apps: the determinants of users&#8217; motivation\u00bb<\/a>, <em><strong>European Journal of Management and Business Economics<\/strong><\/em>, Vol. 29 (3), pp. 365-381.<\/p>\n<p>Bitri\u00e1n, P., Buil, I. y Catal\u00e1n, S. (2020) \u00ab<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1472811719303271?dgcid=author\">Flow and business simulation games: A typology of students\u00bb<\/a>, <em><strong>The International Journal of Management Education<\/strong><\/em>, Vol. 18 (1), pp. 100365.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Ortega, R. (2019) <a href=\"https:\/\/journals.ucjc.edu\/ubr\/article\/view\/4076\/3016\">\u00abGamificaci\u00f3n y motivaci\u00f3n: Nuevas herramientas para la captaci\u00f3n de talento\u00bb<\/a>, <em><strong>UCJC Business &#038; Society Review<\/strong><\/em>, Vol. 63, pp. 146-179.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Mart\u00ednez, E. (2019) \u201c<a href=\"https:\/\/bera-journals.onlinelibrary.wiley.com\/doi\/abs\/10.1111\/bjet.12762\">Engagement in business simulation games: A self-system model of motivational development<\/a>\u201d, <em><strong>British Journal of Educational Technology,\u00a0<\/strong><\/em>Vol. 51 \/1), pp. 297-311.<\/p>\n<p>Buil, I., Mart\u00ednez, E. y Matute, J. (2019) <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0278431917308472\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTransformational leadership and employee performance: The role of identification, engagement and proactive personality\u201d<\/a>, <strong><em>International Journal of Hospitality Management, <\/em><\/strong>Vol. 77, pp. 64-75.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Mart\u00ednez, E. (2019) \u201c<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S1472811718303367\">Encouraging intrinsic motivation in management training: The use of business simulation games<\/a>\u201d, <em><strong>The International Journal of Management Education<\/strong>, <\/em>Vol. 17 (2), pp. 162-171<em>.<\/em><strong><br \/><\/strong><\/p>\n<p>Buil, I., Catal\u00e1n, S. y Martinez, E. (2019) <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/bjet.12561\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cThe influence of flow on learning outcomes: An empirical study on the use of clickers\u201d<\/a>, <em><strong>British Journal of Educational Technology<\/strong><\/em>, Vol. 50 (1), pp. 428-439. <strong>Open access <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/bjet.12561\">here<\/a><\/strong><\/p>\n<p>Buil, I., Catal\u00e1n, S. y Martinez, E. (2018) \u201c<a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1111\/jcal.12237\">Exploring students\u2019 flow experiences in business simulation games\u201d<\/a>, <em><strong>Journal of Computer Assisted Learning, <\/strong><\/em>Vol. 34, pp. 183-192.<\/p>\n<p>Wallace, E., Buil, I., y de Chernatony, L. (2017) <a href=\"https:\/\/www.emeraldinsight.com\/doi\/full\/10.1108\/EJM-03-2017-0210\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cWhen does \u201cliking\u201d a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms\u201d<\/a>, <strong><em>European Journal of Marketing<\/em><\/strong>, Vol 51(12\/12), pp. 2002-2029.<\/p>\n<p>Wallace, E., Buil, I., y de Chernatony, L. (2017) <a href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/EJM-07-2015-0442\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cConsumers\u2019 self-congruence with a \u2018Liked\u2019 brand: cognitive network influence and brand outcomes\u201d<\/a>, <strong><em>European Journal of Marketing<\/em><\/strong>, Vol 51(2), pp. 367-390.<\/p>\n<p>Bravo, R., Buil, I., de Chernatony, L. y Mart\u00ednez, E. (2017) \u201c<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.3846\/16111699.2016.1209785\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Identity Management and Corporate Social Responsibility: An Analysis from Employees\u2019 Perspective in the Banking Sector<\/a>\u201c, <em><strong>Journal of Business Economics and Management<\/strong><\/em>, Vol. 18(2), pp. 241-257.<\/p>\n<p>Bravo, R., Buil, I., de Chernatony, L. y Mart\u00ednez, E. (2017) <a href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/IJBM-10-2015-0148?journalCode=ijbm\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cManaging brand identity: effects on the employees\u201d<\/a>, <strong><em>International Journal of Bank Marketing<\/em><\/strong>, Vol. 35(1), pp. 2-23.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Martinez, E. (2016) \u201c<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0360131516301956\" target=\"_blank\" rel=\"noopener noreferrer\">Do Clickers Enhance Learning? A Control-Value Theory Approach<\/a>\u201c, <strong><em>Computers &#038; Education<\/em><\/strong>, Vol. 103, pp. 170-182.<\/p>\n<p>Buil, I., Mart\u00ednez, E. y Matute, J. (2016), <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0261517716300966\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cFrom internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry\u201d<\/a>, <em><strong>Tourism Management<\/strong><\/em>, Vol. 57, pp. 256-271.<\/p>\n<p>Buil, I., Catal\u00e1n, S. y Mart\u00ednez, E. (2016) <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S2340943614000693\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cThe Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector\u201d<\/a>, <em><strong>BRQ Business Research Quarterly<\/strong><\/em>, Vol. 19(1), pp. 3-12.<\/p>\n<p>Wallace, E., Buil, I. y de Chernatony, L. (2014) \u201c<a href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/JPBM-06-2013-0326\" target=\"_blank\" rel=\"noopener noreferrer\">Consumer engagement with self-expressive brands: brand love and WOM outcomes<\/a>\u201c, <strong><em>Journal of Product and Brand Management<\/em><\/strong>, Vol. 23 (1), pp. 33-42.<\/p>\n<p>Wallace, E., Buil, I., de Chernatony, L. y Hogan, M. (2014) \u201c<a href=\"http:\/\/www.journalofadvertisingresearch.com\/content\/54\/1\/92\" target=\"_blank\" rel=\"noopener noreferrer\">Who \u201cLikes\u201d you? and why? A typology of Facebook Fans<\/a>\u201c, <strong><em>Journal of Advertising Research<\/em><\/strong>, Vol. 54 (1), pp. 92-109.<\/p>\n<p>Wallace, E., Buil, I. y de Chernatony, L. (2013) \u201c<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/0267257X.2013.796323\" target=\"_blank\" rel=\"noopener noreferrer\">Brand orientation and Brand Values in Retail Banking<\/a>\u201c, <em><strong>Journal of Marketing Management<\/strong><\/em>, vol.29 (9-10), pp. 1007-1029.<\/p>\n<p>Buil, I., de Chernatony, L. y Mart\u00ednez, E. (2013) <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296311002669\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cExamining the Role of Advertising and Sales Promotions in Brand Equity Creation\u201d<\/a>, <em><strong>Journal of Business Research<\/strong><\/em>, vol.66(1), pp.115-122.<\/p>\n<p>Buil, I., Mart\u00ednez, E. y de Chernatony, L. (2013) <a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17076826\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cThe influence of Brand Equity on Consumer Responses\u201d<\/a>, <strong><em>Journal of Consumer Marketing<\/em><\/strong>, vol. 30(1), pp. 62-74.<\/p>\n<p>Wallace, E., de Chernatony, L. y Buil, I. (2013) <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0148296312002044\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cBuilding Bank Brands: How leadership behavior influences employee commitment\u201d<\/a>, <em><strong>Journal of Business Research<\/strong><\/em>, vol. 66(2), pp.165-171.<\/p>\n<p>Buil, I., de Chernatony, L. y Montanter, T. (2013) <a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=17085103\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cFactors influencing consumer evaluations of gift promotions\u201d<\/a>, <em><strong>European Journal of Marketing<\/strong><\/em>, vol.47 (3\/4), pp.574-595.<\/p>\n<p>Wallace, E., de Chernatony, L, y Buil, I. (2013) \u201c<a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EJM-01-2011-0031\/full\/html\">Service employee clusters in banking: Exploring Ind\u00b4s typology considering behaviour, commitment and attitude about leadership<\/a>\u201d, <em><strong>European Journal of Marketing<\/strong><\/em>, vol. 47 (11\/12), pp.1781-1803.<\/p>\n<p>Blasco, L.; Buil, I.; Hern\u00e1ndez, B. y Ses\u00e9, F.J. (2013) <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0360131512002473\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cUsing clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance\u201d<\/a>,<em><strong> Computers &#038; Education<\/strong><\/em>, vol.62, pp.102-110.<\/p>\n<p>Wallace, E., Buil, I. y de Chernatony, L. (2012) <a href=\"http:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=2179771\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cFacebook \u2018Friendship\u2019 and Brand Advocacy\u201d<\/a>, <strong><em>Journal of Brand Management<\/em><\/strong>, vol. 20(2), pp.128-146.<\/p>\n<p>Buil, I., Mart\u00ednez, E. y Montaner, T. (2012) <a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S1138575812000047\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cLa Influencia de las Acciones de Marketing con Causa en la Actitud hacia la Marca\u201d, <\/a><em><strong>Cuadernos de Econom\u00eda y Direcci\u00f3n de la Empresa<\/strong>, <\/em>vol. 15 (2), pp. 84-93.<\/p>\n<p>Wallace, E., de Chernatony, L. y Buil, I. (2011), <a href=\"http:\/\/link.springer.com\/article\/10.1007%2Fs10551-010-0728-2#page-1\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cHow Leadership and Commitment Influence Bank Employees\u2019 Adoption of their Bank\u2019s Values\u201d<\/a>, <em><strong>Journal of Business Ethics<\/strong>, <\/em>vol. 101 (3), pp. 397-414.<\/p>\n<p>Buil, I., de Chernatony, L. y Hem, L. (2009) <a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1822065\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cBrand Extension Strategies: Perceived Fit, Brand Type, and Culture Influences\u201d<\/a>, <strong><em>European Journal of Marketing<\/em><\/strong>, vol. 43 (11\/12), pp. 1300-1324.<\/p>\n<p>Buil, I., de Chernatony, L. y Mart\u00ednez, E. (2008) <a href=\"http:\/\/www.emeraldinsight.com\/journals.htm?articleid=1746865\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cA Cross-national Validation of the Consumer-based Brand Equity Scale\u201d<\/a>,<em> <strong>Journal of Product and Brand Management<\/strong><\/em>, vol. 17 (6\/7), pp. 384-392.<\/p>\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-ab2f41ce12f984c60b6\" aria-selected=\"false\" tabindex=\"-1\" id=\"mobile-fusion-tab-docencia\" href=\"#tab-ab2f41ce12f984c60b6\"><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-ab2f41ce12f984c60b6\">\n<p class=\"tabcv\">DOCENCIA<\/p>\n<p><strong>Asignaturas de Grado:<\/strong><\/p>\n<p><strong>Grado de Marketing e Investigaci\u00f3n de Mercados:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&#038;asignatura_id=27603&#038;estudio_id=137\u00a2ro_id=109&#038;plan_id_nk=450\" target=\"_blank\" rel=\"noopener noreferrer\">Introducci\u00f3n al Marketing<\/a><\/li>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&#038;asignatura_id=27618&#038;estudio_id=137\u00a2ro_id=109&#038;plan_id_nk=450\" target=\"_blank\" rel=\"noopener noreferrer\">Introducci\u00f3n a la Investigaci\u00f3n de Mercados<\/a><\/li>\n<\/ul>\n<p><strong>Asignaturas de Postgrado:<\/strong><\/p>\n<p>M\u00e1ster en Direcci\u00f3n, Estrategia y Marketing<\/p>\n<ul>\n<li><a href=\"https:\/\/estudios.unizar.es\/estudio\/asignatura?anyo_academico=2018&#038;asignatura_id=61759&#038;estudio_id=697\u00a2ro_id=109&#038;plan_id_nk=555\" target=\"_blank\" rel=\"noopener noreferrer\">Medios de Comunicaci\u00f3n No Convencionales<\/a><\/li>\n<\/ul>\n<p><strong>Acceso a la plataforma docente de Moodle:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/moodle2.unizar.es\/add\/\" target=\"_blank\" rel=\"noopener noreferrer\">Moodle<\/a><\/li>\n<\/ul>\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% - 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