Banzuela, Melanie R.

Banzuela, Melanie R.

mrbanzuela@usc.edu.ph

Degrees

Bachelor of Business Management, University of the Philippines Cebu, 1990
Master in Management in Business Management, University of the Philippines Cebu, 1998
Ph.D. Business Administration, University of San Carlos, 2009

Research interests:

Consumer behavior, brand, equity, travel intention, Strategic marketing

Recent publications:

1. Ogoc, L. C. N.; Banzuela, M. R. (2024). Determinants of intention to use mobile wallets among Filipinos. Philipp. Acad. Manage. J. 7(3), 84-105. https://paomassociation.org/vol-7-no-3-september-2024/
2. Caintic, P. S.; de Ocampo, M. B.; Omalay, G. H. (2023). Modeling adaptive performance of the academics in selected public universities in Eastern Philippines during the COVID-19 pandemic. J. Educ. Human Resourc. Dev. 11, 1-19.
3. Yamagishi, K.; de Ocampo, M.; Ocampo, L. (2023). Revisit intention of tourists in farm tourism sites. Curr. Issues Tour. https://doi.org/10.1080/13683500.2023.2268258
4. Yamagishi, K.; Sañosa, A. R.; de Ocampo, M.; Ocampo, L. (2021). Strategic marketing initiatives for small cooperative enterprises generated from SWOT-TOWS analysis and evaluated with PROMETHEE-GAIA. J. Cooperat. Organ. Manage. 9(2), 100149.  https://doi.org/10.1016/j.jcom.2021.100149
5. Burdeos, A. O.; de Ocampo, M. B. (2021). Impact of corporate governance and ownership structure on survival of initial public offerings: Evidence from the Philippines. Int. J. Business Finance Res. 15(1), 99-112. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3942034
6. Bait, J. A. A.; Decena, M. R.; de Ocampo, M. B. (2020). Strategic marketing decision making: Evidence from a Philippine micro enterprise perspective. Phil. Acad. Manage. J. 3(2), 25-40. https://paomassociation.files.wordpress.com/2020/10/strategic-marketing-decision-making.pdf

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