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

Molecular mechanisms of Salmonella invasion: the type III secretion system of the pathogenicity island 1

Salmonella spp. are facultative intracellular pathogens which are able to enter into non-phagocytic cells as an essential step in their pathogenic life cycle. The majority of the molecular determinants involved in this entry process are encoded in a pathogenicity island located at the centisome 63 of the bacterial chromosome, and belong to a specialized protein secretion system termed “type III” or “contactdependent”. This secretion system is used by Salmonella spp. and several other bacterial pathogens to translocate bacterial effector proteins into the eukaryotic cell. Thus, a bidirectional biochemical cross-talk with the host cell is initiated, which leads to several responses such as membrane ruffling, bacterial internalization and the activation of various transcription factors

Interacción de la creatividad con los estilos de aprendizaje en estudiantes universitarios de psicopedagogía de Galicia

El objetivo de este trabajo es averiguar cuáles y cómo son los estilos de aprendizaje de los estudiantes universitarios, así como conocer qué estilos de aprendizaje se relacionan íntimamente con la capacidad creativa. Para ello, tomamos como muestra de estudio 211 estudiantes de Psicopedagogía entre las tres universidades gallegas y utilizamos como instrumentos de análisis el C.H.A.E.A. para el estudio de estilos de aprendizaje y el K.T.C.P.I. para el estudio de la creatividad. Los resultados obtenidos muestran la existencia de dos estilos de aprendizaje (activo y pragmático) que presentan una fuerte correlación significativa y directamente proporcional con la creativida

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

Análisis de los proyectos del sector agropecuario financiados por Colciencias durante el año 2010

Objetivo. Analizar los proyectos del sector agropecuario financiados por Colciencias durante el año 2010. Materiales y métodos. Se utilizó la base de datos de registro de proyectos correspondientes al Programa Nacional de Ciencia, Tecnología e Innovación Agropecuarias para identificar las propuestas presentadas, elegibles y financiadas de las convocatorias del año 2010. Los proyectos se clasificaron con base en la nomenclatura Internacional de la UNESCO para los campos de la ciencia y la tecnología. Se identificó la convocatoria, campos, disciplinas, rama productiva, entidades participantes, departamento de ejecución y montos financiados. Resultados. Durante el año 2010 Colciencias recibió un total de 4.725 propuestas para financiación, de éstas, 790 correspondieron al Programa Nacional de Ciencia, Tecnología e Innovación Agropecuaria. Las disciplinas de los proyectos financiados, fueron en su mayoría pertenecientes al subsector agrícola, seguido por el pecuario y el agroindustrial. Las universidades públicas fueron el tipo de entidad ejecutora al que se le financió un mayor número de proyectos. Los departamentos en los cuales se ejecutó la mayoría de las propuestas financiadas fueron Antioquia, Cundinamarca, Boyacá y Tolima. Conclusiones. El Programa Nacional de Ciencia Tecnología e Innovación Agropecuaria recibió el 16.7% del total de proyectos recibidos por Colciencias en sus convocatorias del año 2010. El mayor número de proyectos recibidos, elegibles y financiables fueron del subsector agrícola y estuvieron presentados y ejecutados por universidades públicas. La inversión total de Colciencias en proyectos del sector agropecuario fue de $32.923.594.000 con un aporte de contrapartida de$33.225.740.000

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

A non-local perturbation of the logistic equation in IR N

A logistic equation in the whole space is considered. In this problem, a non-local perturbation is included. We establish a new sub-supersolution method forgeneral nonlocal elliptic equations and, consequently, we obtain the existence ofpositive solutions of a nonlocal logistic equation.Ministerio de Economía y Competitividad (MINECO). EspañaEuropean Commission (EC). Fondo Europeo de Desarrollo Regional (FEDER)Conselho Nacional de Desenvolvimento Científico e Tecnológico. BrasilCoordenação de Aperfeiçoamento de Pessoal de Nivel Superior. Brasi

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