CONTACT
Rafael Bravo holds a PhD from the University of Zaragoza and is a University Professor in the Faculty of Economics and Business at the University of Zaragoza.
His main line of research is brand management, both internally and externally, and applied to both tangible products and services. In recent years, this research has been focused primarily on the tourism industry and the banking sector. His Doctoral Thesis dealt with the analysis of consumer behaviour. Specifically, it focuses on family influences on the buying behaviour of young adults. These works have been presented in national and international conferences, as well as published in different scientific journals such as the Journal of Business Research, Corporate Social Responsibility and Environmental Management, International Journal of Bank Marketing.
Address: Faculty of Economics and Business. Campus Paraíso. Gran Vía, 2. CP: 50.005, Zaragoza
Internal Phone: 84 4669
External Phone: 876554669
E-mail: rbravo@unizar.es
RESEARCH
Latest publications:
Bravo, R.; Pina, J.M. y Tirado, B. (2025) “Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell”, Journal of Brand Management, Vol. 32 (1), pp. 50-64. https://doi.org/10.1057/s41262-024-00366-9
Bravo, R.; Dall’Olmo, F y Pina, J.M. (2024) “Brand management in banking”, International Journal of Bank Marketing, (Editorial) https://doi.org/10.1108/IJBM-04-2024-620
Bravo, R.; Catalán, S y Pina, J.M. (2023) “The impact of gamified loyalty programmes on customer engagement behaviours. A hotel industry application”, Journal of Hospitality and Tourism Technology, Vol. 14 (5), pp. 925-940. DOI 10.1108/JHTT-02-2022-0033
Bravo, R.; Catalán, S y Pina, J.M. (2021) “Gamification in tourism and hospitality review platforms: How to R.A.M.P. up users’ motivation to create content”, International Journal of Hospitality Management, Vol. 99 (Octubre), 103064. https://doi.org/10.1016/j.ijhm.2021.103064
Bravo, R., Pina, J.M. y Tirado, B. (2021), “Effects of internal brand knowledge dissemination on the employee”, International Journal of Bank Marketing, Vol. 39 No. 7, pp. 1273-1291. https://doi.org/10.1108/IJBM-12-2020-0608
Bravo, R.; Catalán, S y Pina, J.M. (2021) “Understanding how customers engage with social tourism websites”, Journal of Hospitality and Tourism Technology, Vol. 21 (1), pp. 141-154. https://doi.org/10.1108/JHTT-02-2019-0040
Bravo, R.; Catalán, S y Pina, J.M. (2020) “Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites”, International Journal of Tourism Research, Vol. 22 (2), pp. 182-191. https://doi.org/10.1002/jtr.2327
Bravo, R.; Melero, I. y Pérez, R. (2020) “Shopping resorts as vehicles of city marketing: The case of Puerto Venecia”, Place Branding and Public Diplomacy, Vol. 16 (2), pp. 187-194. https://doi.org/10.1057/s41254-019-00145-3
Bravo, R.; Catalán, S & Pina, J.M. (in press): “Understanding how customers engage with social tourism websites”, Journal of Hospitality and Tourism Technology
Bravo, R.; Catalán, S & Pina, J.M. (2020): “Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites”, International Journal of Tourism Research, Vol. 22 (2), pp. 182-191.
Bravo, R.; Catalán, S & Pina, J.M. (2019): “Analysing Teamwork in Higher Education: An Empirical Study on the Antecedents and Consequences of Team Cohesiveness”, Studies in Higher Education, Vol. 44 (7), pp. 1153-1165.
Bravo, R.; Martínez, E & Pina, J.M. (2019): “Effects of customers’ perceptions in multichannel retail banking”, International Journal of Bank Marketing, Vol. 37 (5), pp. 1253-1274.
Bravo, R.; Melero, I. & Pérez, R. (2020): “Shopping resorts as vehicles of city marketing: The case of Puerto Venecia”, Place Branding and Public Diplomacy, Vol. 16 (2), pp. 187-194.
Bravo, R., Martínez, E & Pina, J.M. (2018) “Effects of service experience on customer responses to a hotel chain”, International Journal of Contemporary Hospitality Management, Vol. 24, pp. 25-34
Bravo, R.; Cambra, J.; Centeno, E. & Melero, I. (2017) “The importance of brand values in family business”, Journal of Evolutionary Studies in Business , Vol. 2 (2), 16-43.
Bravo, R.; Buil, I., de Chernatony, L. & Martínez, E. (2017) “Brand identity management and corporate social responsibility: An analysis from employees’ perspective in the banking sector”,Journal of Business Economics and Management , Vol. 18 (2), pp. 241-257.
Bravo, R.; Buil, I., de Chernatony, L. & Martínez, E. (2017) “Managing brand identity: effects on the employees”, International Journal of Bank Marketing , Vol. 35 (1), pp. 2-23.
Bravo, R., Matute, J. & Pina, J.M. (2017) “Corporate identity management and employees´responses”, Journal of Strategic Marketing , Vol. 25 (1), pp. 1-13.
Bravo, R., Matute, J. & Pina, J.M. (2017) “Gestión de la identidad corporativa. Evidencias en el sector bancario”, Revista de Ciencias Sociales , Vol. 22 (2), pp. 49-62.
Bravo, R., Matute, J. & Pina, J.M. (2016) “Corporate identity management in the banking sector: effects on employees´ identification, identity attractiveness and job satisfaction”, Service Business , Vol. 10, pp. 687-714.
TEACHING
Bachelor’s Degree Subjects:
Degree in Business Administration:
- Dirección Comercial I (Marketing Management I)
Double degree in Law and Business Administration:
- Dirección Comercial I
Postgraduate Subjects:
Master’s Degree in Management, Strategy and Marketing:
- Brand Management in organizations
Relevant Publications in Teaching:
Bravo, R.; Catalán, S & Pina, J.M. (2018) ” Analysing Teamwork in Higher Education: An Empirical Study on the Antecedents and Consequences of Team Cohesiveness”, Studies in Higher Education, Vol. 44(7), pp. 1-13
Bravo, R., Lucia, L. & Martín, M.J. (2014) “Processes and outcomes in student teamwork. An empirical study in a Marketing Subject”, Studies in Higher Education. http://dx.doi.org/10.1080/03075079.2014.926319
Bravo, R., Lucia, L. & Martín, M.J. (2013) “Assessing a web library program for information literacy learning”, Reference Services Review, vol. 41(4), pp.623-638.
