E
Eva Martínez
Researcher at University of Zaragoza
Publications - 48
Citations - 3988
Eva Martínez is an academic researcher from University of Zaragoza. The author has contributed to research in topics: Consumer behaviour & Brand equity. The author has an hindex of 25, co-authored 47 publications receiving 3273 citations.
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Examining the role of advertising and sales promotions in brand equity creation
TL;DR: In this paper, the authors explored the relationship between advertising and sales promotions and their impact on brand equity creation and found distinctive effects of monetary and non-monetary promotions on the brand equity.
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Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis
Elena Fraj,Eva Martínez +1 more
TL;DR: In this paper, the authors identify what values and lifestyles best explain environmentally friendly behaviours and highlight that environmental patterns and self-fulfilment values are those that best characterise the ecological market segment.
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Transformational leadership and employee performance: The role of identification, engagement and proactive personality
TL;DR: In this article, the authors investigate the underlying mechanisms and boundary conditions that explain the relationship between transformational leadership and frontline employee performance and explore the mediating role of organizational identification and work engagement.
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The influence of brand equity on consumer responses
TL;DR: In this paper, the authors investigate the effects of this construct on consumers' responses using data from two European countries and find that perceived quality, brand associations and brand loyalty are the main drivers of overall brand equity.
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Ecological consumer behaviour: an empirical analysis
Elena Fraj,Eva Martínez +1 more
TL;DR: In this article, a three-dimensional approach to environmental attitudes as meaningful predictor of ecological behavior was developed, which addressed its emotional, cognitive and conative components, and a random sample survey of 573 individuals was used to verify the conceptual model and framework.