Ya está disponible el listado de trabajos candidatos al Premio AEMARK al Mejor Artículo de Investigación en Marketing 2026, correspondiente a artículos publicados durante el año 2025. 

Esta edición reúne 18 investigaciones desarrolladas por miembros de nuestra asociación y publicadas en revistas científicas nacionales e internacionales. Los trabajos candidatos, presentados por orden alfabético, son los siguientes: 

1. Barta, S., Gurrea, R. y Flavián, C. (2025). “Augmented reality experiences: Consumer-centered augmented reality framework and research agenda”. Psychology & Marketing. https://doi.org/10.1002/mar.22143 

2. Belanche, D., Casaló, L. V., Flavián, M. y Loureiro, S. M. C. (2025). “Benefit versus risk: A behavioral model for using robo-advisors”. The Service Industries Journal. https://doi.org/10.1080/02642069.2023.2176485 

3. Belanche, D., Ibáñez-Sánchez, S., Jordán, P. y Matas, S. (2025). “Customer reactions to generative AI vs. real images in high-involvement and hedonic services”. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2025.102954 

4. Blanco-Moreno, S., Aydemir-Dev, M., Santos, C. R. y Bayram-Arlı, N. (2025). “Emerging sustainability themes in the hospitality sector: A bibliometric analysis”. European Research on Management and Business Economics. https://doi.org/10.1016/j.iedeen.2025.100272 

5. Blanco-Moreno, S., Santos, C. R., Bermúdez-González, G. y Alonso-González, R. (2025). “Creating brand commitment and brand equity in international food companies through sustainability in European countries”. Business Strategy and the Environment. https://doi.org/10.1002/bse.70117 

6. Buil, I., Catalán, S. y Hernández-Ortega, B. (2025). “Building strong employer brands: The role of gamification”. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-07-2024-5349 

7. Casaló, L. V., Millastre-Valencia, P., Belanche, D. y Flavián, C. (2025). “Intelligence and humanness as key drivers of service value in generative AI chatbots”. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2025.104130 

8. Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Villarreal De Silva, R. y García-Hence, B. (2025). “CSR’s impact on fashion consumer behaviour: Unravelling the nexus between purchase intention and consumer happiness”. Journal of Competitiveness. https://doi.org/10.7441/joc.2025.02.06 

9. Cuesta-Valiño, P., Kazakov, S., Durán-Álamo, P. y Gutiérrez-Rodríguez, P. (2025). “The role of AI as an unconventional salesperson in consumer buying decisions, satisfaction and happiness”. European Research on Management and Business Economics. https://doi.org/10.1016/j.iedeen.2025.100278 

10. Gao, L. X., Melero-Polo, I. y Sesé, F. J. (2025). “The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach”. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.05.004 

11. García-Carrión, B., Del Barrio-García, S., Muñoz-Leiva, F. y Porcu, L. (2025). “Exploring destination positioning and message congruence in tourism management: An eye-tracking and fMRI study”. Tourism Management. https://doi.org/10.1016/j.tourman.2024.105111 

12. Herrada-Lores, S., Palazón, M., Iniesta-Bonillo, M. Á. y Estrella-Ramón, A. (2025). “The communication of sustainability on social media: The role of dialogical communication”. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-10-2023-0372 

13. Lapresta-Romero, S. y Hernández-Ortega, B. (2025). “Digital content marketing: A systematic literature review and research agenda”. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.70122 

14. Liébana-Cabanillas, F., Ghazanfar, A. A., Higueras-Castillo, E. y Wagner, R. (2025). “Press to pay: The power of biometrics in financial transactions investigated by PLS-SEM, fsQCA, and NCA”. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2025.124365 

15. Marinao-Artigas, E., Barajas-Portas, K. y Valenzuela-Fernández, L. (2025). “Antecedents of business tourist loyalty: The moderating role of familiarity and emotional and cognitive experiences”. Review of Managerial Science. https://doi.org/10.1007/s11846-025-00852-7 

16. Martínez García de Leaniz, P., Herrero, Á. y García de los Salmones, M. M. (2025). “Communicating destination social responsibility through social media: The roles of tourists’ social engagement, citizenship behaviors, and emotions”. Journal of Travel Research. https://doi.org/10.1177/00472875231225390 

17. Oltra, I., Camarero, C. y San José, R. (2025). “Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network”. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2024.115054 

18. Rodriguez-Sanchez, C., Sancho-Esper, F. M., Casaló, L. V. y López, M. (2025). “Generative AI as a source of information on environmental problems: Understanding its influence on Generation Z”. Technology in Society. https://doi.org/10.1016/j.techsoc.2025.103036 

Desde AEMARK felicitamos a las autoras y los autores de los trabajos seleccionados y animamos a la comunidad académica a consultar los artículos candidatos.