Pablo Gutiérrez Rodríguez

The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case

AbstractHypermarkets have experienced substantial restructuring in the recent past because their situation has generated the necessity to develop new models that include different new aspects. The question under consideration here is whether the adoption of measures of corporate social responsibility (C.S.R.) by hypermarkets in Spanish markets can solve their continuing problems by establishing a fair degree of consumer-based brand equity. The purpose of the present study is twofold: (a) to investigate the effects of C.S.R. on hypermarket brand equity; and (b) to explore the dimensions of both these variables by using and testing property scales. As such, it is necessary to consider the possibility of integrating the management of C.S.R. into the global strategy of hypermarkets and to analyse its possible effects on the variables that influence consumer-based brand equity. It may be interesting to dedicate resources and efforts to strengthening hypermarkets’ links with their consumers.Abstract Hypermarkets have experienced substantial restructuring in the recent past because their situation has generated the necessity to develop new models that include different new aspects. The question under consideration here is whether the adoption of measures of corporate social responsibility (C.S.R.) by hypermarkets in Spanish markets can solve their continuing problems by establishing a fair degree of consumer-based brand equity. The purpose of the present study is twofold: (a) to investigate the effects of C.S.R. on hypermarket brand equity; and (b) to explore the dimensions of both these variables by using and testing property scales. As such, it is necessary to consider the possibility of integrating the management of C.S.R. into the global strategy of hypermarkets and to analyse its possible effects on the variables that influence consumer-based brand equity. It may be interesting to dedicate resources and efforts to strengthening hypermarkets’ links with their consumers.

La orientación al mercado en la universidad pública a través de la educación de la iniciativa emprendedora

En este trabajo se propone la educacion de competencias para el emprendizaje en la universidad, destinado a satisfacer las demandas de formacion profesional de los estudiantes en su acceso al mercado de trabajo. Como indice de calidad del servicio prestado, se analizan las percepciones de una muestra de estudiantes espanoles sobre la educacion y apoyo institucional para el desarrollo de carreras emprendedoras en la universidad, asi como el efecto de la educacion superior sobre el surgimiento de iniciativas empresariales en el alumnado. Los resultados del estudio denotan una escasa preocupacion institucional por la estimulacion de carreras emprendedoras, lo que influye negativamente sobre el interes de los estudiantes por crear su propia empresa. Las conclusiones del trabajo apuntan hacia la necesidad de introducir la educacion de competencias para el emprendizaje dentro de la estrategia de marketing de la universidad, de cara a favorecer la calidad del servicio prestado por la institucion como proveedora de capital humano adaptable a las nuevas necesidades del mercado de trabajo.