Marcelo Royo Vela | Management and Marketing | Research Excellence Award

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Prof. Dr. Marcelo Royo Vela | Management and Marketing | Research Excellence Award

University of Valencia, Spain

Prof. Dr. Marcelo Royo Vela is a highly cited scholar in marketing, tourism, and consumer behavior, with influential contributions spanning tourism destination image, brand communities, cultural marketing, and higher education branding. His landmark 2009 Tourism Management paper on rural-cultural excursion conceptualization has become a foundational reference in local tourism marketing management, attracting over 380 citations. Equally impactful is his research on virtual brand communities, notably the ZARA case, which advanced understanding of affective commitment, satisfaction, and word-of-mouth in digital environments. His work extends strongly into higher education marketing, where he examined inbound marketing communications and student decision-making as drivers of brand equity. Prof. Royo Vela has also made significant contributions to cultural and cross-national marketing, including studies on service quality perceptions, gender roles, and sexism in advertising. His research on resident attitudes toward tourism and rural-cultural tourism management has shaped sustainable destination development strategies. In retail and services marketing, he explored shopping center design, eco-natural environments, and consumer visit intentions. His studies on airline segmentation, SMS advertising avoidance, and family life cycle models further demonstrate methodological and thematic diversity. He has authored influential books on integrated advertising communication, widely used in Spanish-speaking academia. Overall, his body of work reflects sustained academic excellence, interdisciplinary reach, and long-term impact on marketing and tourism research.

Citation Metrics (Scopus)

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Citations
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Natasha Saqib | Management | Best Researcher Award

Published on by Invention Awards

Dr. Natasha Saqib | Management | Best Researcher Award

Assistant Professor in University of Kashmir, India

Dr. Natasha Saqib is a Senior Assistant Professor in the Department of Management Studies at the University of Kashmir, South Campus, India, specializing in Marketing and Entrepreneurship. She earned her Ph.D. from the University of Kashmir with a doctoral thesis on “Product Positioning Strategies in the Indian Emerging Market: An Empirical Study of the FMCG Sector.” With over a decade of academic experience, she has been actively engaged in teaching, mentoring postgraduate students, and guiding Ph.D. scholars, with one Ph.D. awarded and two currently enrolled under her supervision. Her research interests span marketing strategies, entrepreneurship development, consumer behavior, and sustainability in emerging economies. She has successfully completed four major and minor research projects funded by reputed bodies such as ICSSR and UGC, addressing themes like solar energy adoption, rural entrepreneurship, and social media behavior in the Indian context. Dr. Saqib has authored 20 research publications in reputed indexed journals and conference proceedings, earning over 150 citations and maintaining an h-index of 6, reflecting the impact of her scholarly work. Her research has contributed to shaping innovative frameworks for understanding consumer psychology, market positioning, and policy-level implications in entrepreneurship development. She has received several prestigious honors, including the Maulana Azad National Fellowship, Best Paper Awards at IMS Kolkata (2020) and Rizvi College Mumbai (2020), and recognition as “Best Researcher” at the 6th South Asian Education Awards (2021). She also received the “Young Scientist of the Year (Management)” Award from the GISR Foundation in 2021. Alongside her academic and research achievements, she has held multiple administrative and leadership roles such as Academic Coordinator, Career Counselor, and Convener of key institutional committees, contributing to institutional development, gender sensitization, and student welfare initiatives.

Profiles: Scopus | Orcid | Google Scholar 

Featured Publications

Saqib, N., Amin, F., Gupta, S., & Satar, M. S. (2025). Digital business model innovation: Scale development and validation. Business Process Management Journal. Advance online publication.

Saqib, N. (2025). Frugal business model innovation in an Indian emerging market: A multiple case study. Asia Pacific Journal of Innovation and Entrepreneurship. Advance online publication.

Saqib, N., & Reshi, Z. M. (2025). Harnessing social capital for entrepreneurial success. In Catalyzing entrepreneurial ecosystems: Perspectives and practices (pp. xx–xx). IGI Global.

Saqib, N., & Saqib, M. (2025). Catalyzing growth. In Transformational strategies for sustainable business growth (pp. xx–xx). IGI Global.

Satar, M. S., Alharthi, S., Omeish, F., Alshibani, S. M., & Saqib, N. (2024). Digital learning orientation and entrepreneurial competencies in graduates: Is blended learning sustainable? Sustainability, 16(17), 7794.

Saqib, N., Dhull, H., & Agrawal, S. (2024). Sonic branding in the telecom sector. In Advances in Marketing, Customer Relationship Management, and E-Services (pp. xx–xx). IGI Global.

Saqib, N., Amin, F., & Mathu, A. A. (2024). Addiction to social media. In Emerging perspectives on digital wellbeing and mental health (pp. xx–xx). IGI Global.

Saqib, N., & Amin, F. (2024). The development and validation of the Indian social media addiction scale. Online Information Review, 48(1), xx–xx.