The influence of university brand image, satisfaction, and university identification on alumni WOM intentions

Author original manuscript (pre-print)This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification

Collaborating to innovate : effects on customer knowledge management and performance

Scholars regard customer knowledge management (CKM) as a strategic resource for businesses to improve innovation, facilitate the detection of new market opportunities, and support long-term customer relationship management. However, literature suffers from a lack of understanding of customer collaboration's role in the innovation process and innovation orientation in CKM. Accordingly, this paper tests a model examining how both variables act as antecedents of CKM. The model also explores CKM and customer collaboration's effect on marketing results. Findings have important academic and managerial implications, and show that collaboration with customers and openness to innovation are key inputs because of their effects on CKM and marketing result

The performing arts experience: Reflections about the opera attendees

Experiential marketing helps make a memorable experience for the consumer. Consumer characteristics enable them to perceive the offered stimuli differently. This study investigates the differences in the evaluation of artscapes – the application of servicescape in the performing arts – according to opera attendees’ experience with the cultural organization. Literature framework fails to confirm differences between experienced and inexperienced visitors. However, the level of commitment with the artistic organization contributes to building a deeper relationship. On the basis of 867 Spanish opera attendees’ responses, a one-way ANOVA technique has been used to analyze the proposed hypotheses, adopting a holistic perspective of the artscape, which includes not only its tangible, physical dimensions but also the social ones. Significantly different evaluations of the artscape show that the attendees’ experience is important as the basis for adequate segmentation. The greater the extent of the contractual relationship and contact with the opera house, the better the evaluation of the physical and social artscape. This paper helps to fill a research gap in the area of servicescape applications in the nonprofit performing arts. In addition, it provides deeper knowledge about the servicescape experience

The performing arts experience: Reflections about the opera attendees

Experiential marketing helps make a memorable experience for the consumer. Consumer characteristics enable them to perceive the offered stimuli differently. This study investigates the differences in the evaluation of artscapes – the application of servicescape in the performing arts – according to opera attendees’ experience with the cultural organization. Literature framework fails to confirm differences between experienced and inexperienced visitors. However, the level of commitment with the artistic organization contributes to building a deeper relationship. On the basis of 867 Spanish opera attendees’ responses, a one-way ANOVA technique has been used to analyze the proposed hypotheses, adopting a holistic perspective of the artscape, which includes not only its tangible, physical dimensions but also the social ones. Significantly different evaluations of the artscape show that the attendees’ experience is important as the basis for adequate segmentation. The greater the extent of the contractual relationship and contact with the opera house, the better the evaluation of the physical and social artscape. This paper helps to fill a research gap in the area of servicescape applications in the nonprofit performing arts. In addition, it provides deeper knowledge about the servicescape experience

Empleo de TIC y efectos relacionales en la cadena logística

Las organizaciones desarrollan sus actividades en un entorno crecientemente cambiante, donde las innovaciones tecnológicas tienen un papel clave en las relaciones entre empresas participantes en la cadena de suministros. Desde esta percepción, el objetivo de este trabajo consiste en analizar cuál es el papel de la implantación de tecnologías de la información y comunicación (TIC), y cómo dicha implantación, junto a la orientación al cliente de la organización, afecta al desarrollo de relaciones basadas en la confianza y el compromiso entre los miembros del canal de aprovisionamiento. El contraste de las hipótesis planteadas se realiza a través de la técnica de modelos de ecuaciones estructurales. Los resultados establecen la influencia de la orientación al cliente en la intensidad de la aplicación de TIC y en la confianza con el proveedor. Del mismo modo se confirma la relación entre la aplicación de TIC y el [email protected]; [email protected]; [email protected]

“Sensing” the destination: Development of the destination sensescape index

Despite the increasing academic interest in the sensory dimension of the tourist experience, the quantitative empirical research in the field is limited by a lack of measurement instruments for evaluating the sensory stimuli perceived by tourists during a destination visit. The study addresses this gap by developing a composite index to assess the sensory destination panorama, termed as “destination sensescape”. The construct is conceptualised as a formative multidimensional variable with 5 dimensions (visualscape, smellscape, tastescape, soundscape, and hapticscape). The psychometric validity and reliability of the 17 items integrating the formative index were established by a rigorous multi-step procedure based on three empirical studies. The instrument was tested with data collected from visitors of a Mediterranean urban destination. The operationalisation of the destination sensescape construct not only paves the way for future quantitative sensory studies, but also yields a useful tool for Destination Marketing Organisations (DMOs)

Selección del modo de entrada en un mercado internacional: valoración de las capacidades empresariales, la estrategia empresarial y las percepciones de los problemas de la internacionalización

La selección del modo de entrada en los mercados exteriores es una decisión clave en la estrategia de internacionalización de la empresa. A los factores de influencia tradicionalmente estudiados por la literatura respecto a la toma de decisión sobre métodos de entrada, el presente trabajo incorpora nuevas variables de tipo empresarial que amplían la perspectiva de análisis y mejoran su comprensión, como son la cooperación, la percepción empresarial de los problemas en la internacionalización o la planificación del marketing internacional

Analysis of the Impact of the Triple Helix on Sustainable Innovation Targets in Spanish Technology Companies

The establishment of broad-based networks, such as the Triple Helix, for innovation and sustainability is sufficiently corroborated. In this work we suggest that the information received from the Triple Helix has a significant and different impact on the objectives of sustainable innovation, depending on whether companies cooperate or not. To this end, an empirical analysis of a stratified sample of more than 5000 Spanish medium and high technology companies in 2010-2014-2015 was carried out. The results confirm that companies that do not cooperate place more importance on the information received from the Triple Helix to establish their sustainable innovation targets