Teresa
Sádaba Garraza
Profesora Titular
Pedro
Mir Bernal
Profesor Titular
Publications by the researcher in collaboration with Pedro Mir Bernal (10)
2024
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Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
Mercados y Negocios: Revista de Investigación y y Análisis, Núm. 52, pp. 3-30
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Who’s asking? Social platform and research sponsors’ identity biases in guests’ hospitality experience-reviews: a case study of Spanish hotels
Journal of Hospitality Marketing and Management, Vol. 33, Núm. 2, pp. 233-250
2023
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Fashion empowering women: Sterotypes in the TV dramedy series House of Cards, Suits and Emily in Paris
Journal of Global Fashion Marketing, Vol. 14, Núm. 4, pp. 374-389
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How democracy and authoritarianism impact nations’ QOL and happiness: Applying complexity theory tenets in building and testing case-based models
Journal of Innovation and Knowledge, Vol. 8, Núm. 4
2022
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Engage employees to engage customers: The role of the internal branding in fashion in retail
Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, Núm. 174, pp. 93-122
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Moda o ¿cómo interactuar con las generaciones jóvenes para crear marca?
Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, Núm. 150, pp. 19-32
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The ultimate theory of the marketing mix: a proposal for marketers and managers
INTERNATIONAL JOURNAL OF ENTREPRENEURSHIP, Vol. 26, Núm. Special 4, pp. 1 - 22
2021
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How to communicate sustainability: From the corporate web to E‐commerce. the case of the fashion industry
Sustainability (Switzerland), Vol. 13, Núm. 20
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Millennials and Fashion: Branding and Positioning through Digital Interactions
Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021 (Springer International Publishing AG), pp. 117-128
2018
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The role of e-commerce in the internationalization of Spanish luxury fashion multi-brand retailers
Journal of Global Fashion Marketing, Vol. 9, Núm. 1, pp. 59-72