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The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

This study aims to explore how responsible corporate behaviour, specifically self-imposed financial regulatory control, might subsequently be reflected in the financial performance of companies subject to such regulation.

In this study, the authors aim to explore how financial compliance in the form of the Economic Control Regulation (ECR) has impacted on the financial performance of professional football clubs in Spain. To this purpose, the authors adopted a quasi-experimental before and after study design. This type of design assesses the object of study before and after a specific event in order to determine whether this event has had any effects on the object. In this case, the event was the coming into effect of the ECR in the fiscal year of 2012, and the object hypothetically affected was the clubs’ economic performance.

The authors can confirm that in general terms and for the whole set of clubs analysed, the ECR has had a strong and positive effect on financial performance.

In this study, the authors wish to establish a link between the idea of “compliance” and that of “responsible corporate management practice”. It is not just a matter of compliance with the law. The fact of complying with certain laws could, in general terms, or from the point of view of common sense, be qualified as “responsible behaviour”. However, under the contemporary concept of corporate responsibility, compliance with the law is a behaviour that must be taken for granted. Responsibility, therefore, would entail going beyond such expected behaviour to one that exceeds the environment's expectation of the corporate actor.

What extent improvements in financial performance have also boosted social performance. Confirming such a positive effect endorses the argument that ethical improvements in corporate culture have a general effect on business sustainability in its different aspects: economic, social, environmental and in governance.

The authors may foresee that the culture of compliance will spread from the finance departments to other management areas. Its connection with ethical business practice is directly linked to the more complex concept of the “citizen company”. There are suggest interesting bases on which professional football clubs might move from a traditional profit-oriented company model towards a more contemporary one oriented towards relationships of integrity with the sport's environment. This study shows that the ECR has been a starting point for the development of Spanish professional football clubs towards this type of “citizen company”.

It was a single-sector study whose principal value lies in the verification of whether responsible economic management (the main consequence of applying the ECR) had any effects on company profits, financial results and other important indicators. In addition to fostering responsibility, this new management model involves a special innovation, as it is based on self-regulation (i.e. on regulations not imposed by national or supranational states), designed and implemented to ensure the sector's viability.

This paper will be focused in one of the stages included in a reference framework proposed for the improvement of the warranty management. Particularly, the Analytic Hierarchy Process (AHP) is a multi‐criteria decision‐making method that will be depicted throughout this document and applied to a particular case study.

Once the warranty program objectives and strategy are defined, the referred stage here considered will be the Criticality Analysis. Those decisions and actions taken from the warranty program will involve the possibility of a certain deviation from business objectives in terms of profit losses, redirection of resources, possible delays etc., or the use of assembly pieces as spares, among others.

The application is required of a technique which helps systematically to decide which assets should have priority related to the management of the warranty program, in accordance of course with the existing program strategy.

The paper will show how this method can help and improve the decision‐making related to some aspect of the warranty management, obtaining as a result a criticality matrix, which offers a prioritized view of warranty issues, which allow us to align after sales actions with the business targets.

This paper aims to explore different aspects related to the Analytic Hierarchy Process (AHP), which can influence in the management of warranty assistances. In the process of warranty management for a specific product, many decisions and actions appear presenting a great impact on the total cost of the product warranty service. The paper contains an example study where AHP concepts are applied in a simple way in order to provide a practical application view of the theoretical development, useful to after sales managers as a decision‐making tool.

In the last few years, information and communication technologies (ICTs) and social media have become increasingly relevant to politicians and political parties alike, often used to issue statements or campaigning, among others. At the same time, many citizens have become more involved in politics, partly due to the highly interactive and social environments that the social networking services (SNS) provide. Political events flow through these networks, influencing their users; such events, however, often start offline (outside the online platform) and are, therefore, hard to track. Event studies, a methodology often used in financial and economic studies, can be translated to social networks to help modeling the effect of external events in the network. In the present case, the event study methodology is applied to two sample cases: the tariff war between the United States and China, with multiple responses and retaliations from both sides, and the Brexit referendum. In both cases, the Twitter social networks that arise from users who discuss the respective subjects are analyzed to examine how political events shape and modify the network. Results show how event studies, combined with the possibilities offered by the ICTs both in data retrieval and analysis, can be applied to understand the effect of external political events, allowing researchers to quantitatively track, observe, and analyze the spread of political information over social network platforms. This is a first step toward obtaining a better understanding on how political messages are diffused over social networks and their effects in the network structures and behaviors.

The purpose of this paper is to define a process for maintenance management and to classify maintenance engineering techniques within that process.

The paper presents a generic model proposed for maintenance management which integrates other models found in the literature for built and in‐use assets, and consists of eight sequential management building blocks. The different maintenance engineering techniques are playing a crucial role within each one of those eight management building blocks. Following this path it characterizes the “maintenance management framework”, i.e. the supporting structure of the management process.

The paper offers a practical vision of the set of activities composing each management block, and the result of the paper is a classification of the different maintenance engineering tools. The discussion of the different tools can also classify them as qualitative or quantitative. At the same time, some tools will be very analytical tools while others will be highly empirical. The paper also discusses the proper use of each tool or technique according to the volume of data/information available.

As a consequence, of the implementation of advanced manufacturing technologies and just‐in‐time production systems, the nature of the production environment has changed during the last two decades. This has allowed companies to massively produce products in a customized way. But the increase in automation and the reduction in buffers of inventory in the plants clearly put more pressure on the maintenance system. The present maintenance management framework has been proposed in order to diminish this pressure. Whatever the model an organization adopts, it has to be evolving to continue being useful against the fast changes that occur in business, communications and industry. A key to achieve this could be the incorporation of the techniques proposed in this paper besides the integration of platforms known as “next generation manufacturing practices” This implies the use of e‐maintenance as a sub‐concept of e‐manufacturing and e‐business.

This paper presents not only a process but also the framework and techniques to manage and improve maintenance effectiveness and efficiency. This paper will be useful to researchers, maintenance professionals and others concerned with maintenance management.

The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour.

This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses were combined – such as frequencies, means, hypothesis testing analyses, principal components analysis or K-means cluster.

Findings show that the most important motivations to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction (PSI), expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases.

The main limitation of this study is the sample size, which does not make it possible to generalise conclusions.

From this research, it can be said that, due to the importance of establishing a strong relationship with the public, bloggers should try to connect with readers on an emotional level, and brands need to select bloggers very carefully.

This paper reveals Millennials’ attitudes whilst they are visiting a fashion blog and the influence that these attitudes can exercise on their purchase intention.

In this paper, the authors are concerned with a maintenance workshop (MW) centralizing all corrective maintenance activities. The purpose of this paper is to propose a methodology for designing a central maintenance workshop, enabling the evaluation of performance in terms of cost and sojourn time, for a given budget.

The authors propose a modeling framework based on queuing networks. The aim is to maximize operational availability of the production workshop, by reducing the sojourn time of failed equipment in the MW.

The proposed methodology leads to a maintenance decision support tool enabling to give the structure of the MW, performing at a higher level, but at a reasonable configuration cost. Simulation results illustrate the influence of different parameters, such as the number of stations and the level of spare parts in the MW, on the sojourn time of the equipment.

Only corrective maintenance is taken into account and only equipment that can be taken out of the production workshop are considered. The preventive replacement of some equipment items can be taken into account by the repair process by considering them as failed.

The work falls within a more general framework for optimizing maintenance costs, in the context of integration of multi-site services in a distributed context. The paper is concerned with centralized maintenance, and proposes to integrate the so-called repair by replacement technique in a MW, used for a multi-site production workshop.

The purpose of this paper is to present a solution space searching method to study the initial design of interplanetary low thrust gravity assist trajectory.

For reducing the complexity and nonlinearity of the initial design problem, a sixth degree inverse polynomial shape based approach is brought. Then some improvements are provided for solving the parameters in the shape function and a quasi‐lambert solver is brought through the shape based method, the thrust profile can be generated under the given time of flight, boundary states including positions and velocities for low thrust phase. Combining gravity assist model, the problem is summarized and an improved pruning technique is used for searching the feasible solution space for low thrust gravity assist trajectory.

Using the solution space searching method, the feasible solution region would be generated under the given mission condition. The treatment about gravity assist demonstrates more accurate than previous method. Also another advantage is that the searching method can be used to design different types of mission trajectory, including flyby and rendezvous trajectories.

The method can be used as an efficient approach to search the feasible region for the complex low thrust gravity assist trajectory, and it can provide appropriate initial guesses for the low thrust gravity assist trajectory in mission design phase.

Feasible solution space would be obtained through the searching method. The quasi‐Lambert solver in the paper is found under the shape‐based method and relative improvement, and it shows its availability during the searching process. Through mission trajectory design, the effectiveness of the method is shown.