Nuevos horizontes en marketing: Relaciones intensas entre consumidor y marca

En este trabajo se exponen primero los principales avances en la disciplina de marketing en relación a los retos de investigación señalados por el Marketing Science Institute. Posteriormente, se aborda el tema de relaciones afectivas entre consumidor y marca. Se exponen los principales conceptos desde un punto de vista crítico con la investigación académica actual, destacándose la necesidad de formar equipos multidisciplinares de investigación que ayuden a las empresas a tomar decisiones y a entender las nuevas necesidades de los consumidores en el nuevo entorno de relaciones generado por las redes sociale

Enhancing social media engagement by the hospitality industry: The power of customer experience dimensions

The purpose of this study is to explore how publications on social media related to hotel experience influence key customer purchasing behaviour variables, thereby extending research concerning guests' decision-making processes by demonstrating empirically that attachment is a mediating variable between engagement and booking intention. The study also aims to identify the type of online publications focused on hotel experiential dimensions that offers the best results in terms of users' affective responses. Based on a panel survey of 1279 potential hotel guests conducted in January 2021, a multi-group model shows that interactions with social media content improve brand attachment and booking intention. In addition, the experiential dimensions have a moderating effect. Publications that refer to localization produce better outcomes than those produced by guest mentions and ambience. These results suggest guidance for hotel managers regarding communication strategies for social media based on experience cues, interaction and the establishment of emotional bonds with potential customers

Fairtrade coffee consumption in Spain: Employing dual attitudes and construal level theory to draw insights on the ethical purchasing gap

As a contribution to the debate about Fair Trade contributions to the United Nations Sustainability Development Goals, this article investigates Spanish shoppers’ behaviour towards Fairtrade coffee. Although consumers generally state that they purchase fairly traded products, the market shares of most of them remain low, a phenomenon known as the ethical purchasing gap. Our review identifies a gap in extant literature to draw insights on the ethical purchasing gap, utilising two existing theories: attitudes and construal level as appropriate theoretical framework. The first theory highlights the duality of individuals’ attitudes towards an object: explicit attitudes are accessible to the consumers, whereas implicit attitudes are the ones they cannot recall, but nonetheless affect behaviour. The second theory examines the influence of low-level construal (concrete, specific) or high-level construal (general) information on decision-making. A three-stage experiment took place in two sessions in a large university in Madrid in order to apply these two theories. It was based on an online survey on explicit attitudes and purchase intention, and an Implicit Association Test (IAT) to identify implicit attitudes. It was run two weeks apart to capture three points of time effects. The results reveal that, despite exposure to different stimuli, implicit attitudes remain stable along three points of time. The average difference in purchase intentions was positive for low-level construal and negative for high-level construal. Explicit attitudes were not influenced by the exposure to the stimuli. No correlation was found between purchase intentions and implicit or explicit attitudes. These findings have useful managerial implications for both Fair Trade practitioners and academics

Words-deeds gap for the purchase of fairtrade products: A systematic literature review

Nowadays ethical consumerism is part of the agenda of consumers, businesses, and governments for its promise of a brighter future through the consumption of goods with added social or environmental value. Consumption of fair trade goods has been enjoying huge growth in the last few years as people are becoming more conscious of their consumption practices. Objective: In this piece of research we identify existing literature on the words-deeds gap for the purchase of fairly traded products. Moreover, we present and analyze the moderators to the ethical purchasing gap. Method: A collection of research articles was compiled using a key-word search in 3 databases: Scopus, Springerlink, and Sciencedirect. The research was carried out using various groups of keywords and completed using the following three criteria: articles published in English, between 2010 and 2018, in refereed journals. Further to the systematic literature review, all pertinent articles were imported into Atlas.ti for further thematic analysis. Results: Two thousand and seventy eight articles were identified from which 32 met the inclusion criteria. The content analysis resulted in the following themes: Values, Theory of Planned Behavior and Theory of Reasoned Action, Willingness-to-pay, Labels and Certification, Religion, Guilt, Dual Attitudes, Demographics. Conclusion: Despite “moral” products tasting better and self-claims to this direction, there is still a gap between claimed and actual consumption. Research has mostly concentrated on different perspectives, such as willingness to pay, items from the theory of planned behavior or theory of reasoned action. Given the recent developments in the theory of dual attitudes and further to our research this area is currently underrepresented in FT research and could provide useful insights that may increase consumption of FT product

Making sense from experience: how a sustainable multi-sensory event spurs word-of-mouth recommendation of a destination brand

The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people’s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors’ emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid, UAM (Line #3

Factores determinantes de la gestión del espacio en el lineal en los establecimientos minoristas españoles

El objetivo de este artículo es estudiar la relación entre espacio en el lineal y dos factores: la gestión del surtido y la rentabilidad de las marcas de distribuidor. Una vez analizada la escasa literatura existente y formuladas las hipótesis de la investigación, se describe la base de datos utilizada, que proviene de la observación de cuarenta categorías en los lineales pertenecientes al censo de hipermercados de la Comunidad Autónoma de Madrid. El modelo final se estima mediante regresión por mínimos cuadrados ponderados. Como principal conclusión, se obtiene que el espacio ocupado en lineal por las marcas de distribuidor es mayor cuanto mayor es la cuota de mercado de dichas marcas y menores son el diferencial de precios entre marca de distribuidor y marca de fabricante, el surtido de marcas de fabricante, su profundidad y las promociones realizadas. Esta conclusión es importante para entender el comportamiento de los detallistas respecto a la gestión de las estanterías en sus establecimientos por lo que se refiere a la información que reciben los consumidores en el lineal. También puede ayudar a los fabricantes a entender qué factores influyen en la colocación de sus marcas

Store brands: shelf space in different categories and retail chains

This paper analyses if the shelf space occupied by store brands in the points of sale is excessive confirming the national brands manufacturers’ opinions. Data were collected from 40 product categories in 55 retail stores. We draw conclusions about the existence of differences among product categories and chains. We also observe if the distribution companies hare arrived a maximum shelf space point and if the space occupied by their brands has a correspondence with their market share. The results allow us to understand retailers’ behaviour in their outlets. We point out some marketing actions that retailers and manufacturers could follow in order to get a better management of their own brands.Store brands, national brands, categories, retail chains

Consumer Dynamics in a Nonmature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain

El título de la revista pasó a ser Therapeutic Innovation & RegulatoryGovernments concerned with the rising cost of pharmaceuticals are striving to promote the use of generic drugs. To develop non-mature markets, demand-side policies are essential in considering the consumer's active role in the decision-making process. Our model studies the causal relationships influencing consumer purchase intention, including: perceived risk, experience, information provided by a physician and pharmacist as antecedents. The main results of a survey of 560 individuals indicate that perceived risk and experience directly influences the purchase motivation. Experience reduces the risk and physicians' advice slightly increases perceived risk. Market developers of generic drugs should coordinate strategies to include the three agents involved (physicians, pharmacists and consumers), in order to decrease perceived risk and so increase consumer trust in generic drugs.This research was carried out within the framework of two research projects: "Relationship Marketing: from brand equity to customer equity" financed by the Spanish Ministry of Education (ECO2008-00488) and "INNOGROUP-CM" financed by the Autonomous Community of Madrid (S2007/HUM-0413)

VISIR-VLT Images of the Water Maser Emitting Planetary Nebula K 3-35

K3-35 is an extremely young bipolar planetary nebula that contains a precessing bipolar jet and a small (radius 80 AU) water maser equatorial ring. We have obtained VISIR- VLT images of K 3-35 in the PAH1 ({\lambda}=8.6 {\mu}m), [S iv] ({\lambda}=10.6 {\mu}m), and SiC ({\lambda}=11.85 {\mu}m) filters to analize the mid-IR morphology and the temperature structure of its dust emission. The images show the innermost nebular regions undetected at optical wavelegths and the precessing bipolar jets. The temperature map shows variations in the temperature in the equatorial zone and in regions associated to its jets.Comment: 2 pages, 2 figures, 283 IAU Symp. Planetary Nebulae an Eye to the Futur

The thrill of a smart purchase: Does country matter?

This is the accepted version of the following article: Quinones, M, Gómez-Suárez, M, Yagüe, M J(2021), The thrill of a smart purchase: Does country matter?. Int J Consum Stud. 2022; 46: 295–308, which has been published in final form at http://dx.doi.org/10.1111/ijcs.1267. This article may be used for non-commercial purposes in accordance with the Wiley Self-Archiving Policy authorservices.wiley.com/author-resources/Journal-Authors/licensing/self-archiving.htmlThe purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self-concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self-concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross-country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self-concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Universidad Autónoma de Madrid-UAM (Line #3