Esmeralda Crespo-Almendros

Esmeralda Crespo-Almendros is an Assistant Professor of Marketing and Market Research Department at University of Granada (Spain). Her areas of specialization are Marketing Communication, Online Consumer Behavior and Marketing Online. She has published several books as co-author on these subject areas (Springer-Gabler, IGI Global). She has published various peer-reviewed papers on journal like Journal of Advertising Research, Business Services and Tourism & Management Studies. She has participated in prestigious international congress (EMAC, ICORIA, Academy of Marketing).

Publications

A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2017. 30 pages.
This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the...
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 403 pages.
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional...
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 29 pages.
This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the...
The Moderating Role of Language on Perceived Risk and Information-Processing Online
The Moderating Role of Language on Perceived Risk and Information-Processing Online
Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu. © 2015. 26 pages.
The present study analyzes whether the cultural values associated with a given language affect perceived risk online and information-processing by website users. We propose an...