CONTACT
Isabel Buil is Full Professor of Marketing at the University of Zaragoza.
Her research focuses on gamification, consumer behavior on social media, and brand management. Her work has been published in international journals such as 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, and Computers & Education. She is a member of the Editorial Review Board of the Journal of Product and Brand Management.
Address: Facultad de Economía y Empresa (Campus Río Ebro), Edificio Lorenzo Normante, C/María de Luna s/n, 50018, Zaragoza
Phone: 876 554 939
E-mail: ibuil@unizar.es
RESEARCH
Latest publications:
Wallace, E. y Buil, I. (2025), “Individual differences in perceiving disinformation sharing as opinion leadership: effects of dark triad traits, need for uniqueness, and green identity”, Personality and Individual Differences, Vol. 238.
Buil, I., Catalán, S. y Oliveria, T. (2024), “Encouraging altruistic user-generated content in gamified review platforms”, Internet Research.
Bitrián, P., Buil, I., Catalán, S. y Merli, D. (2024), “Gamification in workforce training: improving employees’ self-efficacy and information security and data protection behaviours”, Journal of Business Research, Vol. 179.
Wallace, E. y Buil, I. (2023), “Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior”, Journal of Business Research, Vol. 157.
Bitrián, S., Buil, I., Catalán, S., y Hatfield, S. (2023), “The use of gamification strategies to enhance employees’ attitudes towards e-training systems”, International Journal of Management Education, Vol. 21 (3).
Wallace, E. y Buil, I. (2023), “Investigating trait antecedents of normative and deceptive Like-seeking on Instagram”, Personality and Individual Differences, Vol. 208.
Buil, I., Catalán, S. y Wallace, E. (2023), “Altruistic and egoistic motivations to engage with contact-tracing apps: Lessons learned from the Covid-19 pandemic”, Management Letters / Cuadernos de Gestión, Vol. 24 (2), pp. 7-20.
Bitrián, P., Buil, I. y Catalán, S. (2023), “The motivational power of mobile gamified exercise apps”, Management Letters / Cuadernos de Gestión, Vol. 23 (2), pp. 21-36.
Bitrián, P., Buil, I. y Catalán, S. (2021), “Enhancing User Engagement: The Role of Gamification in Mobile Apps”, Journal of Business Research, Vol. 132, pp. 170-185.
Wallace, E. y Buil, I. (2021), “A Typology of Conspicuous Donation on Facebook”, Journal of Services Marketing, Vol. 35 (4), pp. 535-552.
Bitrián, P., Buil, I. y Catalán, S. (2021), “Making Finance Fun: The Gamification of Personal Financial Management Apps”, International Journal of Bank Marketing, Vol. 39 (7), pp. 1310-1332.
Wallace, E., Buil, I., y de Chernatony, L. (2020) “Consuming Good’ on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions?”, Journal of Business Ethics, Vol. 162, pp. 577-592.
Buil, I., Catalán, S. y Martínez, E. (2020) “Understanding applicants’ reactions to gamified recruitment”, Journal of Business Research, Vol. 110, pp. 41-50.
Wallace, E. y Buil, I. (2020) “Hiding Instragram Likes: effects on negative affect and loneliness”, Personality and Individual Differences.
Wallace, E., Buil, I. y Catalán, S. (2020), “Facebook and luxury fashion brands: self-congruent posts and purchase intentions“, Journal of Fashion Marketing and Management, Vol. 24 (4), pp. 571-588.
Bitrián, P., Buil, I. y Catalán, S. (2020) “Gamification in sport apps: the determinants of users’ motivation”, European Journal of Management and Business Economics, Vol. 29 (3), pp. 365-381.
Bitrián, P., Buil, I. y Catalán, S. (2020) “Flow and business simulation games: A typology of students”, The International Journal of Management Education, Vol. 18 (1), pp. 100365.
Buil, I., Catalán, S. y Ortega, R. (2019) “Gamificación y motivación: Nuevas herramientas para la captación de talento”, UCJC Business & Society Review, Vol. 63, pp. 146-179.
Buil, I., Catalán, S. y Martínez, E. (2019) “Engagement in business simulation games: A self-system model of motivational development”, British Journal of Educational Technology, Vol. 51 /1), pp. 297-311.
Buil, I., Martínez, E. y Matute, J. (2019) “Transformational leadership and employee performance: The role of identification, engagement and proactive personality”, International Journal of Hospitality Management, Vol. 77, pp. 64-75.
Buil, I., Catalán, S. y Martínez, E. (2019) “Encouraging intrinsic motivation in management training: The use of business simulation games”, The International Journal of Management Education, Vol. 17 (2), pp. 162-171.
Buil, I., Catalán, S. y Martinez, E. (2019) “The influence of flow on learning outcomes: An empirical study on the use of clickers”, British Journal of Educational Technology, Vol. 50 (1), pp. 428-439. Open access here
Buil, I., Catalán, S. y Martinez, E. (2018) “Exploring students’ flow experiences in business simulation games”, Journal of Computer Assisted Learning, Vol. 34, pp. 183-192.
Wallace, E., Buil, I., y de Chernatony, L. (2017) “When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms”, European Journal of Marketing, Vol 51(12/12), pp. 2002-2029.
Wallace, E., Buil, I., y de Chernatony, L. (2017) “Consumers’ self-congruence with a ‘Liked’ brand: cognitive network influence and brand outcomes”, European Journal of Marketing, Vol 51(2), pp. 367-390.
Bravo, R., Buil, I., de Chernatony, L. y 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. y Martínez, E. (2017) “Managing brand identity: effects on the employees”, International Journal of Bank Marketing, Vol. 35(1), pp. 2-23.
Buil, I., Catalán, S. y Martinez, E. (2016) “Do Clickers Enhance Learning? A Control-Value Theory Approach“, Computers & Education, Vol. 103, pp. 170-182.
Buil, I., Martínez, E. y Matute, J. (2016), “From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry”, Tourism Management, Vol. 57, pp. 256-271.
Buil, I., Catalán, S. y Martínez, E. (2016) “The Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector”, BRQ Business Research Quarterly, Vol. 19(1), pp. 3-12.
Wallace, E., Buil, I. y de Chernatony, L. (2014) “Consumer engagement with self-expressive brands: brand love and WOM outcomes“, Journal of Product and Brand Management, Vol. 23 (1), pp. 33-42.
Wallace, E., Buil, I., de Chernatony, L. y Hogan, M. (2014) “Who “Likes” you? and why? A typology of Facebook Fans“, Journal of Advertising Research, Vol. 54 (1), pp. 92-109.
Wallace, E., Buil, I. y de Chernatony, L. (2013) “Brand orientation and Brand Values in Retail Banking“, Journal of Marketing Management, vol.29 (9-10), pp. 1007-1029.
Buil, I., de Chernatony, L. y Martínez, E. (2013) “Examining the Role of Advertising and Sales Promotions in Brand Equity Creation”, Journal of Business Research, vol.66(1), pp.115-122.
Buil, I., Martínez, E. y de Chernatony, L. (2013) “The influence of Brand Equity on Consumer Responses”, Journal of Consumer Marketing, vol. 30(1), pp. 62-74.
Wallace, E., de Chernatony, L. y Buil, I. (2013) “Building Bank Brands: How leadership behavior influences employee commitment”, Journal of Business Research, vol. 66(2), pp.165-171.
Buil, I., de Chernatony, L. y Montanter, T. (2013) “Factors influencing consumer evaluations of gift promotions”, European Journal of Marketing, vol.47 (3/4), pp.574-595.
Wallace, E., de Chernatony, L, y Buil, I. (2013) “Service employee clusters in banking: Exploring Ind´s typology considering behaviour, commitment and attitude about leadership”, European Journal of Marketing, vol. 47 (11/12), pp.1781-1803.
Blasco, L.; Buil, I.; Hernández, B. y Sesé, F.J. (2013) “Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance”, Computers & Education, vol.62, pp.102-110.
Wallace, E., Buil, I. y de Chernatony, L. (2012) “Facebook ‘Friendship’ and Brand Advocacy”, Journal of Brand Management, vol. 20(2), pp.128-146.
Buil, I., Martínez, E. y Montaner, T. (2012) “La Influencia de las Acciones de Marketing con Causa en la Actitud hacia la Marca”, Cuadernos de Economía y Dirección de la Empresa, vol. 15 (2), pp. 84-93.
Wallace, E., de Chernatony, L. y Buil, I. (2011), “How Leadership and Commitment Influence Bank Employees’ Adoption of their Bank’s Values”, Journal of Business Ethics, vol. 101 (3), pp. 397-414.
Buil, I., de Chernatony, L. y Hem, L. (2009) “Brand Extension Strategies: Perceived Fit, Brand Type, and Culture Influences”, European Journal of Marketing, vol. 43 (11/12), pp. 1300-1324.
Buil, I., de Chernatony, L. y Martínez, E. (2008) “A Cross-national Validation of the Consumer-based Brand Equity Scale”, Journal of Product and Brand Management, vol. 17 (6/7), pp. 384-392.
TEACHING
Grade Subjects:
Degree in Marketing and Market Research:
Postgraduate Subjects:
Master in Management, Strategy and Marketing
Access to the Moodle teaching platform:
