Responsible and active brand personality: On the relationships with brand experience and key relationship constructs.

Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However, only few studies examine these two personalities, particularly their relationship with prominent marketing constructs. This paper attempts to identify which dimensions of brand experience (i.e., sensory, affective, behavioral, and intellectual) lead to higher consumers' perception of responsible and active brands and in predicting key relationship constructs (i.e., satisfaction, trust and brand loyalty). Based on a survey of 339 Spanish respondents, the results suggest that not all dimensions of brand experience predict brand personality. The findings also suggest that being responsible leads to higher satisfaction and trust compared to being active. On the other hand, being active leads to higher loyalty compared to being responsible

How Chatbot Language Shapes Consumer Perceptions: The Role of Concreteness and Shared Competence.

Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/13968 (submitted version)In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), the authors investigate how chatbots’ language concreteness—the specificity of words used during interactions with consumers—can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings reveal a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer–chatbot interactions. For practitioners, the authors outline conversational designs that could help optimize implementation of chatbots in customer service.The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the TED2021-129513B-C22 project, the Spanish Ministry of Science and Innovation (Ministerio de Ciencia e Innovación), and the European Union NextGenerationEU/PRTR (grant numbers 130519B-I00, AEI/10.13039/501100011033, PID2020-113561RB-I00)

Find a flight for me, Oscar! Motivational customer experiences with chatbots.

Purpose. Drawing on the self-determination theory, the assemblage theory, and customer experience literature, we aim to develop a framework to understand motivational customer experiences with chatbots. Design/methodology/approach. We employ a multimethod approach to examine the interaction between individuals and airlines’ chatbots. Three components of self-determined interaction with the chatbot (competence, autonomy, and relatedness) and five components of the customer–chatbot experience (sensory, intellectual, affective, behavioral, and social) are analyzed qualitatively and quantitatively. Findings. The findings confirm the direct influence of self-determined interaction on customer experience and the direct effects of these two constructs on participants’ attitudes toward and satisfaction with the chatbot. The model also supports the mediating roles of customer experience and attitude toward the chatbot. Practical Implications. We offer managers a broad understanding of individuals’ interactions with chatbots through three elements: motivation to use chatbots, experiential responses, and individuals’ valuation of whether the interactions have amplified (or limited) the outcomes obtained from the experience. Originality/value. We contribute to the hospitality and tourism literature with a hybrid approach that reflects on current theoretical developments regarding human- and interaction-centric interpretations of customer experience with chatbots.This research was funded by the (a) Plan Andaluz de Investigación, Desarrollo e Innovación de la Junta de Andalucía, Grupo SEJ-567; (b) the Universidad de Málaga, Andalucía Tech, Plan Propio de Investigación y Transferencia (Spain); and (c) the Spanish Ministry of Science and Innovation, grant number PID2020-113561RB-I00

Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain.

Pôlítica de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/14106 (preprint)This paper examines the antecedents of millennials’ organic food purchasing. A conceptual framework, based on product characteristics, and consumers’ concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health and increase their social consciousness, which, in turn, increases their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.This work was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación (Convocatoria 2017), Grupo SEJ-567, and the Universidad de Málaga, Andalucía Tech (Ayuda B3_11 – 2018) (Spain)

Linking the online brand experience and brand credibility with tourists' behavioral intentions toward a destination.

Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/17162 (submitted version)Even though concepts such as brand experience and online brand credibility are critical in destination marketing strategies, there have been no previous studies that have analyzed their relationships and influence on tourists’ behavioral intentions. This paper develops a multimethod approach using a projective technique, an online experiment, and a multigroup analysis with five official destination platforms (the website, Facebook, Instagram, Twitter, and YouTube). The results confirm positive direct and indirect relationships among online destination brand experience (BE), perceived online destination brand credibility (PODBC), and users’ behavioral intentions toward the destination (intentions to visit/recommend). The multigroup analysis that was conducted revealed that users who had not visited the destination shaped their behavioral intentions by assigning a greater importance to the online destination BE than did those who had physically visited the destination. Conversely, users who had visited the destination showed a higher intensity in the path between PODBC and behavioral intentions.This work was supported by the Spanish Ministry of Economy, Industry, and Competitiveness, Grant Number: ECO2015-69103-R, and by Universidad de Málaga, Andalucía (Plan Propio de Investigación y Transferencia) (Spain)

To use or not to use, that is the question. Analysis of the determining factors for using NFC Mobile Payment Systems in Public Transportation.

Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/16965 (submitted version)There is growing interest in our society in making payments using mobile phones as an alternative to using cash, checks or credit cards. The objective of this study is to analyze the status of Near Field Communication (NFC) mobile payment systems in public transportation, as well as the factors that affect users' intentions to continue using said systems. To meet this objective, a personal survey was conducted on a sample of 180 users with experience using this type of system. A comprehensive review of the scientific literature justifies the development of a behavioral model that explains the continuance intention of NFC mobile payments through a structural equation model. The results show that satisfaction, service quality, effort expectancy, and perceived risk are determining factors of the continuance intention to use this technology. Finally, the managerial conclusions and implications offer the companies that manage these public services new business opportunities based on user behaviors.The authors would like to acknowledge the assistance of the Malaga City Council, Empresa Malagueña de Transportes and Cátedra de Gestión del Transporte (Transport Management Lab) of the University of Malaga, with the data collection

Exploring the antecedents of customers’ willingness to use service robots in restaurants.

This study examines the willingness of customers to accept, and their intention to recommend, the services provided by service robots in restaurants. A mixed-methods research approach was taken to evaluate a theoretical model based on behavioural reasoning theory (BRT). The results demonstrated the important influence of positive attitudes and objections to the use of service robots on consumers’ willingness to use service robots, as well as their intention to recommend restaurants that use them. Among the main aspects that affect attitudes and objections, we found hedonic perceptions, perceived safety, interaction quality perception and anthropomorphism.Open Access funding provided thanks to the CRUE-CSIC agreement with Springer Nature. Funding for open access charge: Universidad de Málaga / CBUA. This research was supported by the Andalusian Plan for Research, Development and Innovation (PAIDI) of the Andalusian Government (Grant: Research Group SEJ-567) (Spain)

The effects of human-game interaction, network externalities, and motivations on players’ use of mobile casual games.

Purpose - This paper empirically examines the factors that influence the acceptance and use of mobile casual games. Methodology - A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities paradigm and the human-computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares (PLS) method. Findings - The results indicate that human-mobile game interaction and network externalities have a significant indirect impact on intention to play, through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and intention to play, which is a very important determinant of actual use. Originality/value - This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human-game interaction and network externalities on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.This work was supported by the Andalusia Regional Government [Excellence Research Project P12-SEJ-1980]; and the Spanish Ministry of Economy and Competitiveness [Project ECO2012-39576]

Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites.

While research into customer engagement receives much attention, few studies have examined why consumers engage in social commerce and the resulting consequences for companies. This study explores the influence of social support and community factors on customer engagement and the subsequent effects on customer loyalty toward social commerce websites. We propose a model to investigate the differences between the influence of social support and three community factors (community drivenness, community identification and community trust) on customer engagement, and the impact of customer engagement on four customer loyalty dimensions, one transactional (repurchase intention) and three non-transactional (willingness to co-create, stickiness intention and positive eWOM intention). We conducted a survey and collected data from 437 users of Facebook social commerce websites. The findings show that customer engagement is a key predictor of the four dimensions of customer loyalty toward social commerce websites. In addition, the results indicate that social support and two community factors significantly affect customer engagement. We discuss theoretical and managerial implications.This work was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación (convocatoria 2017), Grupo SEJ-567 (Spain)

Understanding destination brand experience through data mining and machine learning

This research formalises a new methodology to measure and analyse Destination Brand Experience, improving upon traditional approaches by offering greater objectivity and rigour. Adopting a case study approach, five distinct and complementary types of analysis have been conducted: comprehensive sentiment analysis and topic modelling, an analysis using multiple thesauri, statistical analyses for hypothesis testing, and machine learning for classification. The methodological innovation, through the construction of thesauri, has enabled the measurement of sensory, affective, intellectual, and behavioural dimensions in unique and emblematic attractions, experiences, and transportation within a tourist destination, based on visitor reviews. This new approach allows tourism professionals and destination managers to identify areas for improvement and develop strategies to enhance tourist satisfaction. The findings suggest that there are significant differences in the relationships between specific dimensions and that gender and culture moderate or impact these relationships.Funding for open Access charge: Universidad de Málaga / CBUA. This study was supported by the European Regional Development Fund Operational Programme of Andalusia 2014–2020, through the Andalusian Research, Development and Innovation Plan (Plan Andaluz de Investigación, Desarrollo e Innovación) PAIDI 2020 (Grant: P20_00457), and by the Spanish Ministry of Education, Culture and Sport (Ministerio de Educación, Cultura y Deporte del Gobierno de España) (Grant: FPU20/00235)