Mature consumers' relationship with their perfume

Glamorous and stylish, perfume is an evocative product that provokes a stimulus of the senses. The use of perfume is recognised as a significant part of daily grooming for many women. It is suggested that the basis for consumer choice for this product should be based on olfactory preference, however the process related decision-making has been shown to be more complex. The mature consumer purchase decision making in this product category is often associated with long standing, established, luxury fragrance brands. In addition, at the frontline of the perfume sales process are fragrance consultants. With direct contact to the consumer, these ‘brand ambassadors’ possess invaluable information on consumer involvement with perfume products and brands. Hence, this paper investigates CBR (consumer brand relationship) and the subsequent perfume purchase behaviour of mature female consumers (age +44) from a dual (industry and consumer) perspective. Results indicate that important perceptual differences related to brand relationships with perfume exist between fragrance consultants and experts on one hand and consumers on the other. This research promotes a deeper understanding of current consumer approach and issues surrounding female mature purchasing behaviour for this unique category of product, and, complements the growing body of literature related to luxury brands.Glamuroso y elegante, el perfume es un producto evocador que provoca un estímulo de los sentidos. El uso de perfume es reconocido como una parte importante de la preparación diaria para muchas mujeres. Se sugiere que la base para la elección del consumidor para este producto debe basarse en la preferencia olfativa, sin embargo, la toma de decisiones relacionada con el proceso ha demostrado ser más compleja. La toma de decisiones de compra del consumidor maduro en esta categoría de productos se asocia a menudo con las marcas de fragancias de lujo establecidas hace tiempo. Además, en la primera línea del proceso de venta de perfumes se encuentran los consultores de fragancias. Con el contacto directo con el consumidor, estos "embajadores de la marca" poseen inestimable información sobre la participación de los consumidores en productos y marcas de perfumes. Por lo tanto, este trabajo investiga la relación CBR (consumer brand relationship) y el comportamiento subsiguiente de compra de perfumes de consumidores maduros (edad +44) desde una perspectiva dual (industrial y de consumo). Los resultados indican que existen importantes diferencias perceptuales relacionadas con las relaciones de marca con el perfume entre consultores de fragancia y expertos por un lado y consumidores por el otro. Esta investigación promueve una comprensión más profunda del enfoque actual del consumidor y las cuestiones relacionadas con el comportamiento de compra maduro femenino para esta categoría única de producto, y complementa el creciente cuerpo de literatura relacionada con las marcas de lujo

Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs

Purpose – This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on performance for small and medium-sized enterprises (SMEs) operating within the fashion sector of the United Kingdom and Ireland. Design/methodology/approach – Quantitative analysis was carried out by integrating information from several data sources. The hypotheses proposed in the authors’ research model are tested on a sample of 102 SMEs, applying bivariate analysis and variance-based structural equation modelling (partial least squares). Findings – Based on the authors’ empirical evidence, the fashion SMEs could improve their performance through two important marketing tools: registered trademark and social media. On the one hand, SMEs with a registered trademark are more present in the international markets, and it also implies higher performance. On the other hand, there is no significant relationship between SMEs with social media and a presence in international markets. Originality/value – The aim of this paper is to investigate the effect of trademark and social media participation on firms which varies depending on what managers of fashion-related SME companies want to prioritize. Hence, these two marketing tools could be useful for managers to decide on what resources to invest, to register a trademark or to be present in social media, subject to their firms' strategy and objectives

European leaders unmasked: Covid-19 communication strategy through Twitter

[EN] The coronavirus disease Covid-19 (SARS-CoV-2) pandemic is exacting a huge toll on individuals, families, communities, and societies across the world. The study of public communication is a key aspect for slowing the spread of the virus and therefore reducing the death rate. This article analyses political leaders' crisis communication during the Covid-19 pandemic of the most affected European countries, Boris Johnson (United Kingdom), Emmanuel Macron (France), Pedro Sanchez (Spain) and Giuseppe Conte (Italy), in addition to Tedros Adhanom as a representative of the World Health Organisation (WHO) and Ursula Von der Leyen President of the European Union (EU). The study focuses on the visual information (images and videos) published in their Twitter profiles, with the aim of highlighting the strategies of recommendations by health authorities during the first 40 days of the pandemic. After analysis of the visual content of 634 tweets, the results show significant differences amongst the preventative measures recommended (social distancing, use of masks, hand washing, etc.) and the public image projected by the leaders in their Twitter profiles.This research was supported by the national R&D project Estrategias, agendas y discursos en las cibercampanas electorales: medios de comunicacion y ciudadanos (CSO2016-77331-C2-1-R), funded by the Spanish Ministry of Economy and Competitiveness for 2017-2020Drylie-Carey, L.; Sánchez-Castillo, S.; Galán Cubillo, E. (2020). European leaders unmasked: Covid-19 communication strategy through Twitter. El profesional de la información. 29(5):1-15. https://doi.org/10.3145/epi.2020.sep.0411529

Disorganized Attachment and Mother-Toddler Interactive Behavior in a Problem-Solving Task

PURPOSE: To examine emotional and behavioral regulation and Disorganized attachment at 24-months in a high-risk sample of adolescent mother-toddler dyads. RESULTS: Disorganization was associated with 1)increased toddler negativity and a lower quality of experience and 2)decreased levels of maternal support and assistance during the problem-solving tasks. CONCLUSION: These findings offer converging support for the suggestion that Disorganized dyads experience marked difficulties in emotional and behavioral regulation