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CONTACT

Carolina Herrando holds a PhD from the University of Zaragoza and is a Senior Lecturer in the Faculty of Economics and Business at the University of Zaragoza.

Her research interests focus on the fields of customer experience, emotions and artificial intelligence, combining traditional qualitative and quantitative methods with neuroscience techniques. Her work has been published in journals such as Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Information Management, International Journal of Consumer Studies or Internet Research, among others. She has also been a visiting researcher at Hosei University (Japan), at the Marketing Center Münster (Germany), at the University of Twente (The Netherlands) where she also worked for two years after finishing her PhD, and at DHBW Stuttgart (Germany).

Address: Facultad de Economía y Empresa. Campus Paraíso. Gran Vía, 2. CP: 50.005, Zaragoza
Phone Number: 976 761 000
E-mail: cherrando@unizar.es

RESEARCH

Most relevant publications:

Österle, B., Herrando, C., Köpsel, A., & Kuhn, M. (2024). “Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis. Journal of Business-to-Business Marketing, 31(4), 421-445.

Fehrenbach, D., Herrando, C., & Martín-De Hoyos, M. J. (2024). Co-Creation with AI in B2B Markets: A Systematic Literature Review. Sustainability, 16(18), 8009.

Alvino, L., Herrando, C., & Constantinides, E. (2024). Discovering the art of advertising using neuromarketing: a literature review on physiological and neurophysiological measures of ads. International Journal of Internet Marketing and Advertising, 21(3-4), 297-330.

Fandos-Herrera, C., Herrando, C., Jiménez Martínez, J., & Pina, J. M. (2023). Discuss to learn: a student-focused learning strategy. Education + Training, 65(5), 697-710.

Calahorra-Candao, G., Herrando, C., Martín-De Hoyos, M.J. (2023). Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing. In: The Palgrave Handbook of Interactive Marketing.

Fraj-Andrés, E., Herrando, C., Lucia-Palacios, L., & Pérez-López, R. (2023). Informative Initiatives as a Useful Tool to Raise Awareness of Food Waste. An Application to Higher Education. International Journal of Sustainability in Higher Education, 24(4), 840-854.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, Asakawa, K., Yana, K. (2023). Emotional responses in online social interactions: the mediating role of flow. Asia Pacific Journal of Marketing and Logistics, 35(7), 1599-1617.

Fraj, E., Herrando, C., Lucia, L., Pérez-López, R. (2023). Intention versus behaviour: Integration of theories to help curb food waste among young Spanish consumers, British Food Journal, 125(2), 570-586.

Fraj-Andrés, E., Herrando, C., Lucia-Palacios, L., & Pérez-López, R. (2022). Students apprehension and affective inertia in a Twitter-based activity: Evidence form students of an economics degree. The International Journal of Management Education, 20(3), 100683.

Schrotenboer, D., Constantinides, E., Herrando, C., de Vries, S. (2022). The Effects of Omni-Channel Retailing on Promotional Strategy. Journal of Theoretical and Applied Electronic Commerce Research, 17, 360-374.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M. J., & Constantinides, E. (2022). Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study. Journal of Retailing and Consumer Services, 67, 102973.

Herrando, C., Martín-De Hoyos, M.J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), pp. 2288-2299

Jenneboer, L., Herrando, C., Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 17, 212-229.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2021). The Mediated Effect of Social Presence on Social Commerce WOM Behavior. Information, 12(12), 498.

Hemker, S., Herrando, C., Constantinides (2021). The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing. Sustainability, 13, 11208.

Dubbelink, S.I., Herrando, C., Constantinides (2021). Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. Sustainability, 13.

Fehrenbach, D., Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. Journal of Business Research, 137, 222-232.

Herrando, C., Constantinides, E. (2021). Emotional contagion: A brief overview and future directions. Frontiers in Psychology, 712606.

Pérez-López, R., Gurrea-Sarasa, R., Herrando, C., Martín-De Hoyos, M. J., Bordonaba-Juste, V., & Utrillas-Acerete, A. (2020). “The generation of student engagement as a cognition-affect-behaviour process in a Twitter learning experience”, Australasian Journal of Educational Technology, 36 (3), 132-146.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2019). “Tell me your age and I tell you what you trust: the moderating effect of generations“, Internet Research, https://doi.org/10.1108/IntR-03-2017-0135

Wang, Y., Herrando, C. (2019). “Does privacy assurance on social commerce sites matter to millennials?“, International Journal of Information Management, Vol. 44, 164-177.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2018). “Surfing or flowing? How to retain e-Customers on the Internet, Spanish Journal of Marketing – ESIC, Vol. 22(1), 2-21.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2018). “The state of flow in social commerce: The importance of flow consciousness, International Journal of Electronic Marketing and Retailing, 9(4), 320-343.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2018). “From sPassion to sWOM: The role of flow“, Online Information Review, 42(2), 191-204.

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J. (2017). “Passion at first sight: How to engage users in social commerce contexts”, Electronic Commerce Research, Vol. 17(4), 701-720.

Book Chapters:

Herrando, C., Jiménez-Martínez, J., Martín-De Hoyos, M.J., Asakawa, K., Yana, K. (2017). “The role of active and passive s-WOM: Does participation affect e-Loyalty?”, en Trespalacios, J.A., Vázquez, R., Estrada, E., Gónzalez, C., Marketing Insights: La respuesta del comercio a las tendencias de comportamiento social del consumidor, pp. 17-31. KRK Ediciones: Oviedo, España.

TEACHING

Academic Year 2024/25:

  • Dirección Comercial II, 4º curso, Grado en Administración y Dirección de Empresas y Grado de Derecho y Administración y Dirección de Empresas.
  • Dirección Comercial I, 3er curso, Grado en Administración y Dirección de Empresas.
  • Introduction to Marketing Research, 2º curso, Grado en Administración y Dirección de Empresas en inglés.
  • Gestión de Relaciones y Valor del Cliente, dentro del Máster Universitario en Dirección, Estrategia y Marketing

Supervisora de TFG y TFM en la línea de investigación sobre Asistentes Virtuales y Emociones durante el Proceso de Compra.

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