Castillo Villar, Fernando Rey

Main Affiliation
Preferred name
Castillo Villar, Fernando Rey
Official Name
Castillo Villar, Fernando Rey
ORCID
0000-0003-2011-8957
Researcher ID
ENK-5678-2022
Scopus Author ID
57191752007

Settings

Now showing 1 - 5 of 5
  • Loading...
    Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Industrial brand equity: a systematic literature review and directions for future research
    (Informa UK Limited, Taylor & Francis Group, 2024)
    ;
    The importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly explored the concept of brand equity in the business-to-consumer (B2C) context and its various dimensions and implications for consumer behavior, research on industrial brand equity is still recent, with many aspects remaining underexplored and lacking comprehensive theoretical grounding. To advance this emerging and important domain, bibliometric analyses and the ‘Theory-Context-Characteristics-Methodology’ (TCCM) framework were applied as part of the systematic literature review. Overall, 64 articles from the Web of Science database, published between 2010 and 2023, were thoroughly reviewed and analyzed. The study offers a unifying overview of existing findings on industrial brand equity, systematically highlighting the most prominent theoretical perspectives, variables such as antecedents, mediators, moderators, and outcomes, as well as various contexts and research methods that have been employed in this area. Furthermore, it provides a future roadmap aimed at stimulating further studies on industrial brand equity, addressing gaps, and proposing new directions for research. Also provided are managerial implications suggested by the findings of this research. ©The authors ©Informa UK Limited ©Taylor & Francis Group.
  • Loading...
    Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Prosumer capitalism in the sharing economy: a gender approach to service providers’ experiences in ridesharing platforms
    (Frontiers Media, 2024)
    ;
    Castillo-Villar, Rosalia G.
    ;
    Castillo-Villar, Krystel K.
    Introduction: The study draws on the theory of “prosumer capitalism” to explore the experiences of female drivers in ridesharing platforms. Methods: Twenty-five phenomenological in-depth interviews were carried out with Mexican female drivers in ridesharing platforms. Results: The results yielded insights regarding the motives of women to become rideshare drivers, their prosumption experiences, and gender issues related to the job. Discussion: The study offers a novel gender-based approach to comprehend the status of female service providers as prosumer-as-producers and the diverse risks and challenges they face while working in the sharing economy. In a practical sense, platform designers and marketers can improve the application functions to attend to the specific needs of female drivers and implement inclusive measures to safeguard their integrity and well-being. ©2024 Frontiers in Sociology, Copyright © 2024 Castillo-Villar, Castillo-Villar and Castillo-Villar.
    Scopus© Citations 1  6
  • Loading...
    Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Efectos de la autoidentificación feminista en la estrategia de femvertising en México
    (Facultad de Comunicaciones UC, 2024)
    Martínez-Aguirre, Atziri
    ;
    Cavazos-Arroyo, Judith
    ;
    Carrillo-Durán, María Victoria
    ;
    In recent years, advertising that communicates women ́s empowerment and aims to eliminate gender stereotypes (femvertising) has become more important for several companies to target and appeal to female audiences. This purpose of study is twofold: first, to analyze the impact of feminist self-identification on the trust and congruence of the femvertising brand. Second, to examine the impact of trust and congruence in femvertising on attitudes toward femvertising and its subsequent impact on brand purchase intent. A quantitative, explanatory, cross-sectional study was conducted among 401 female Millenial consumers of a bottled water brand that engages in femvertising as part of its promotional communication. Structural equation analysis results show that feminist self-identification negatively affects brand trust and perceived congruence of femvertising advertising. However, brand trust and perceived congruence have a positive impact on attitudes towards femvertising, which in turn has a positive impact on purchase intention. More research still needed in the field of femvertising to develop more effective communication strategies for this target group
    Scopus© Citations 1  40  1
  • Loading...
    Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Entrepreneurial Orientation in Social Entrepreneurship: A Systematic Literature Review and Research Agenda
    (MDPI, 2025)
    ;
    Cavazos-Arroyo, Judith
    ;
    Castillo-Villar, Krystel K.
    This study aims to conduct a systematic literature review on entrepreneurial orientation (EO) in social entrepreneurship to clarify theoretical boundaries, integrate diverse findings, and identify research gaps. The “Theory–Context–Characteristics–Methodology” (TCCM) framework is adopted to analyze 81 articles on EO in social entrepreneurship. The review reveals that the field remains fragmented due to diverse theoretical and empirical contributions. The study highlights the need for future research to adapt theoretical perspectives to understand EO’s unique and hybrid aspects in social entrepreneurship, expand empirical research into under-represented geographical areas, conduct more longitudinal and qualitative studies to track changes in EO over time, and explore new variables that can further our understanding of EO in social entrepreneurship. The novelty of this study lies in the application of the TCCM framework to systematically analyze the literature on EO in social entrepreneurship. This framework facilitates the organization and evaluation of theoretical underpinnings, methodologies, contexts, and variables to identify relevant research gaps and future directions on the topic. ©The authors ©MDPI.
      2
  • Loading...
    Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Mobile banking affordances and constraints by the elderly
    (2022)
    ;
    Castillo-Villar, Rosalia G.
    Purpose: The study explores the affordances and constraints perceived by older adults through their experiences using mobile banking apps. Design/methodology/approach: Twenty-five interviews via Skype were carried out with older adults aged 65 years and over between April and May 2021 (during the COVID-19 pandemic).
    Scopus© Citations 8  75  1