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Lorena Blasco-Arcas (lblasco@escp.eu) is Associate Professor of Marketing at ESCP Business School, Madrid Campus. She holds a BA in Marketing Management, a MA in Arts Management and an MSc in Economy and Organizations Management. After three years working in the private sector as an Arts Manager, she started her academic career as an assistant professor in the School of Management and Public Management at University of Zaragoza. She has a wide teaching experience in marketing and management at both undergraduate, postgraduate and executive levels. Her main research interests is consumer behavior in digital environments focusing on digital co-creation of value processes, e-commerce and services marketing. She has participated in different research projects funded by the Spanish Government and other national funding bodies. 

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13 publications

Academic Articles

2022

BLASCO-ARCAS, L., H. -H. M. LEE, M. KASTANAKIS, M. ALCAÑIZ, A. REYES-MENENDEZ

The role of consumer data in marketing: A research agenda

JOURNAL OF BUSINESS RESEARCH, 146, 436-452

Academic Articles

2022

BLASCO-ARCAS, L., J. FALKHEIMER, M. HEIDE

Crisis communication in service ecosystems: perspectives and future challenges

JOURNAL OF SERVICE MANAGEMENT, ahead of print

Academic Articles

2021

BLASCO-ARCAS, L., J. AZER, P. HARRIGAN

#COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis

JOURNAL OF BUSINESS RESEARCH, 135, 99-111

ESCP Impact Papers

2021

BLASCO-ARCAS, L., H. -H. M. LEE

AI, Friend or Foe? A Proposal for a Human-Centered Approach to AI Business Implications

ESCP Impact Papers, 2021-07-EN

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Academic Articles

2020

BLASCO-ARCAS, L., M. ALEXANDER, D. SÖRHAMMAR, J. JONAS, S. RAITHEL , T. CHEN

Organizing actor Engagement: A platform perspective

JOURNAL OF BUSINESS RESEARCH, 118, 74-85

ESCP Impact Papers

2020

LEE, H. -H. M., L. BLASCO-ARCAS

Influencer marketing post Covid-19: Notes on being a personal brand

ESCP Impact Papers, 2020-06-EN

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Academic Articles

2016

BLASCO-ARCAS, L., B. HERNANDEZ-ORTEGA, J. JIMENEZ-MARTINEZ

Engagement platforms: the role of emotions in fostering customer engagement and brand image in interactive media

JOURNAL OF SERVICE THEORY AND PRACTICE, 26 (5), 559-589

Conference Proceedings

2015

BLASCO-ARCAS, L., J. HOLMQVIST, A. VIGNOLLES

Brand Contamination in Social Media: Consumers’ Negative Influence on Luxury Brand Perceptions

Academy of Marketing Science, Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Academic Articles

2014

BLASCO-ARCAS, L., B. HERNANDEZ-ORTEGA, J. JIMENEZ-MARTINEZ

The online purchase as a context for co-creating experiences: drivers of and consequences for customer behavior

INTERNET RESEARCH, 24 (3), 393 - 412

Academic Articles

2014

BLASCO-ARCAS, L., B. HERNANDEZ-ORTEGA, J. JIMENEZ-MARTINEZ

Collaborating online: the roles of interactivity and personalization

SERVICE INDUSTRIES JOURNAL (THE), 34 (8), 677-698