Carmen Rodríguez Santos
University of León
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Publication
Featured researches published by Carmen Rodríguez Santos.
Archive | 2013
Carmen Rodríguez Santos; Stéphane Ganassali; Francesco Casarin; Pirjo Laaksonen; Hans Rüdiger Kaufmann
This book offers the most relevant theories about culture and European market segmentation as well as providing updated data for the evaluation and analyses of the European consumption patterns in the beverage market.
Journal of Food Products Marketing | 2018
Asunción Hernández-Fernández; Natalia Vila López; Inés Küster Boluda; Carmen Rodríguez Santos
ABSTRACT From a public administration approach, alcohol consumption is responsible for 3.8% of overall mortality. From a private approach, companies in the alcohol industry are faced with increasing competition, which forces them to focus their business more while promoting responsible consumption. In this scene, an empirical investigation was carried out to determine the individual and environmental factors with most impact on alcohol consumption in the Spanish market. 1031 valid responses were obtained. Using multivariate techniques, four different consumer groups of highly alcoholic vs. slightly alcoholic beverages were identified: Pragmatic group; Self-confident group; #hashtag group and Vital Seniors group. Based on the variables (individual and environmental) that significantly define each cluster, two groups of managerial implications were stated: (i) four to recommend private managers how to reach each cluster of alcohol consumers; (ii) three to recommend public authorities how to deal with the most problematic areas (curb alcoholism & encourage healthy consumption).
Archive | 2011
Carmen Rodríguez Santos
The aim of the current research is to analyse the effect that the individuals temporary involvement with the appellation of origin has on the process of the decision to purchase agro-food products. To examine this influence, we consider the cognitive, affective and behavioural responses that make up this process. Here, the analysis focuses on the product category of wine.
Psychology & Marketing | 2012
Nadine Hennigs; Klaus-Peter Wiedmann; Christiane Klarmann; Suzane Strehlau; Bruno Godey; Daniele Pederzoli; Ágnes Neulinger; Kartik Dave; Gaetano Aiello; Raffaele Donvito; Koyama Taro; Janka Táborecká-Petrovičová; Carmen Rodríguez Santos; Jaehee Jung; Hyunjoo Oh
Journal of Brand Management | 2006
Carmen Rodríguez Santos; Miguel Cervantes Blanco; Ana María González Fernández
Revista Europea de Dirección y Economía de la Empresa | 2007
Carmen Rodríguez Santos; Miguel Cervantes Blanco
Cultural tourism: global and local perspectives, 2007, ISBN 978-0-7890-3116-7, págs. 149-167 | 2007
Ana María González Fernández; Miguel Cervantes Blanco; Mauro R. Miranda Barreto; Norberto Muñiz Martínez; Carmen Rodríguez Santos
Progress in tourism marketing, 2006, ISBN 978-0-08-045040-7, págs. 147-160 | 2006
Ana María González Fernández; Miguel Cervantes Blanco; Carmen Rodríguez Santos
Archive | 2015
Ana R. Pertejo; Jenniina Halkoaho; Ana M. González-Fernández; Pirjo Laaksonen; Carmen Rodríguez Santos
Archive | 2015
Ana R. Pertejo; Jenniina Halkoaho; Ana M. González-Fernández; Pirjo Laaksonen; Carmen Rodríguez Santos