Areas of research
- Innovation
- New consumption practices
- Consumer experience
- The creative and cultural industries
Areas of teaching
- Marketing
- Consumer experience
Publications from the last 5 years
Articles
HUAMAN-RAMIREZ, R., GAZTELUMENDI, A., BHATTI, Z.A., GUZMAN, F. and PFIFFELMANN, J. (2026). Fight for me and I will be with you”: How product deciphering app digital activism influences user loyalty. Information and Management, 63(1), pp. 104240.
GAZTELUMENDI, A. and HUAMAN-RAMIREZ, R. (2024). Artistic experience in the context of nonprofit arts organizations: Dimensions, mesurement, and consequences. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 35(4), pp. 736–757.
Conferences and other contributions
HUAMAN-RAMIREZ, R., GAZTELUMENDI, A., BHATTI, Z.A. and GUZMAN, F. (2024). “Fight for me and I will be with you”: How product deciphering app digital activism influences user behaivior. In: 2024 AMS World Marketing Congress. Bel Ombre.
GAZTELUMENDI, A. (2024). Consumers’ cultural practices as a predictor of artistic product innovativeness. In: International Conference on Arts and Cultural Management AIMAC. ISCTE, Lisbon University Institute.
GAZTELUMENDI, A. and HUAMAN-RAMIREZ, R. (2024). Artistic experience in the context of nonprofit arts organizations: Dimensions, mesure, and consequences. In: AMS Annual Conference. Coral Gables, FL.
GAZTELUMENDI, A. and HUAMAN-RAMIREZ, R. (2023). Consumers’ cultural practices as a predictor of artistic product innovativeness. In: Journal of Product Innovation Management Paper Development Workshop. San Francisco State University, Lam Family College of Business.
GAZTELUMENDI, A. and HUAMAN-RAMIREZ, R. (2023). Customer experience in the context of the arts and culture: The case of Opera. In: American Marketing Association (AMA) Summer Academic Conference. San Francisco.
GAZTELUMENDI, A., HUAMAN-RAMIREZ, R. and BOURGEON-RENAULT, D. (2022). How do consumers perceive artistic innovation? Scale development and validation. In: 38e Congrès International de l’Association Française du Marketing (AFM). Tunis.
GAZTELUMENDI, A., BOURGEON, D. and HUAMAN-RAMIREZ, R. (2022). Experiencing artistic innovativeness in Opera shows. In: 16th International Conference on Arts and Cultural Management (AIMAC). Mexico City.