The research topics belong to the areas of Marketing, Strategy and Consumer-Brand Relationship.
Marketing: corporate communication and corporate social responsibility; sustainable and integrated tourism and hospitality; digital marketing; B2B and B2C marketing; cultural values and country of origin; price and product marketing; e-business and e-learning.
Strategy: strategic management; health management; family business; knowledge management and transfer management; leadership; entrepreneurship; internationalization.
Consumer-Brand Relationship: branding, happiness, and well-being, experiences, co-creation; personality; disruption.
International cooperation is planned with the Universidade Autónoma de Madrid and Universidade Aberta de Catalunha (Prof. Inma Rodriguez).