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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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9 publications

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

Academic Articles

2013

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

Adopting television as a new channel for e-commerce. The influence of interactive technologies on consumer behavior

ELECTRONIC COMMERCE RESEARCH, 13 (4), 457–475

Academic Articles

2013

BLASCO-ARCAS, L., I.BUIL, B.HERNANDEZ-ORTEGA, J.SESE

Using clickers in class. The role of interactivity, active collaborative learning and engagement in learning performance

COMPUTERS & EDUCATION, 62 (March), 102-110

Academic Articles

2011

BLASCO-ARCAS, L., J.-I.AZNAR-BARANDA, B.HERNANDEZ-ORTEGA, J.RUIZ-MAS

IPTV as a services distribution channel: The importance of interactivity and personalization in the purchasing of news‐on‐demand packages

INDUSTRIAL MANAGEMENT & DATA SYSTEMS, 111(9), 1381 - 1398