Moderating effect of the type of brand on the belief-attitude-behaviour model

Drawing from the Signaling theory we built a model of the moderating effects of the type of brand in a belief-attitude-behaviour model, namely brand evaluation, brand attitude and purchase intention. We empirically test this model with 400 consumers in Mexico. Previously we had conducted another survey with also 400 Mexican consumers to classify brands into global, local and glocal. Our results suggest that brand quality, brand familiarity and brand image are common factors that positively influence brand attitude for the three brand categories. In addition, brand attitude is closely linked to brand purchase intention. Moreover, the type of brand moderates the relationship between brand quality and brand attitude, and between brand attitude and brand purchase intention, the relationship being weaker for glocal brands than for local or global

IMC customer-based perception: strategic antecedents and consequences on post-purchase customer behaviour

Last decades Integrated Marketing Communications (IMC) have been mainly analysed from a managerial perspective, overlooking the customer opinion. Thus, this research studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, and repurchase intention), from a multi-country perspective. The structural equation modelling and multi-group analysis are based on the customers´ survey data in Belarus and Spain. The results suggest that technology orientation positively affects IMC, and, customer orientation does not. IMC positively affects customer satisfaction, which in turn positively impacts on WOM and repurchase intention. WOM does not influence on repurchase intention. IMC directly affects WOM and repurchase intention in Spain and does not in Belarus, which is the significant country difference

Local, global and glocal consumer brand relationships

Purpose: This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach: This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings: The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value: This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers' efforts to develop more effective global, glocal and local marketing strategies for brand positioning

Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs) : Gender Gap and Inter-Country Context

Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications' (IMC) successful implementation directed at improving SMEs' performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers' surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences

La sostenibilidad medioambiental y sus factores en las PYMES: Un estudio de casos múltiples en España y Chile

[EN] Environmental Sustainability (ES) is a growing concern for society’s development while identifying companies’ need to define sustainability-based strategies. Small and medium-sized enterprises (SMEs) have an essential role; generating more than 60% of employment in Europe and Latin America. Numerous research exists regarding large companies’ situation on environmental topics, yet little exists on SMEs at the practical and theoretical levels. Thus, determining the variables that affect the application of ES is very relevant. This study analyzes in-depth ES factors and drivers from the SMEs’ perspective, exploring the variables influencing their implementation in these companies. The methodology employed is in-depth interviews, applied to a sample of 17 SMEs in Spain and 25 SMEs in Chile. The main findings suggest that Entrepreneurial Orientation (EO), Customer Orientation (CO), and Corporate Social Responsibility (CSR) influence ES adoption in both countries, showing similarities in the driving reasons behind them, but with certain differences in their implementation (affected by institutional context influences). Furthermore, the level of knowledge affects decision-making related to the development of high-level environmental practices.[ES] La Sostenibilidad Medioambiental (SM) es una preocupación creciente para el desarrollo de la sociedad mientras se identifica la necesidad de que las empresas definan estrategias basadas en la sostenibilidad. Las Pequeñas y Medianas Empresas (PYMES) tienen un papel fundamental; el sector genera más del 60% del empleo en Europa y América Latina. Existen numerosas investigaciones científicas sobre la situación de las grandes empresas en temas medioambientales, sin embargo, la literatura sobre PYMES es escasa a nivel práctico y teórico. De esta manera, determinar las variables que afectan a la aplicación de SM es muy relevante. Este estudio analiza en profundidad los factores e impulsores de la SM desde la perspectiva de las PYMES, explorando las variables que pueden influir en su implementación en estas empresas. La metodología empleada son entrevistas en profundidad, aplicadas a una muestra de 17 directores de PYMES españolas y 25 directores de PYMES chilenas. Los principales hallazgos sugieren que la Orientación Emprendedora (OE), la Orientación al Cliente (OC) y la Responsabilidad Social Corporativa (RSC) influyen en la adopción de la SM en ambos países, manifestando similitudes en los motivos que las impulsan en ambos países, pero ciertas diferencias en su ejecución, donde influye el contexto institucional. Adicionalmente, el nivel de conocimiento afecta la toma de decisiones relacionada con el de desarrollo de practicas medioambientales de alto nivel.The first author was financially supported by the National Agency for Research and Development (ANID)/Scholarship Program/DOCTORADO BECAS CHILE/2018–72190184 doctoral grant. We would like to thank the anonymous reviewers and the associate editor for their helpful comments in the review process. Maximiliano Velasco, an English-language professional reviewer, corrected the English in the development process of this article, and Pablo Lillo, a professional digital content creator, generates the article figures

Waste Management : the Disconnection between Normative and SMEs Reality

Waste generation is a critical factor in global environmental degradation, where SMEs have been historically relevant yet underestimated. This study covers the issue of the disconnection between the normative and SMEs reality. Therefore, this research aims to investigate the relationship between waste management norms and their application in Chilean SMEs. For context, Chile is the nation that generates the most amount of waste per capita in the region. Nevertheless, the country also has one of the most rigorous waste frameworks in the region, by means of the Extended Responsibility Producer (ERP) law, which has been gradually implemented since 2016. Data for the study were collected through in-depth interviews with 25 SMEs. The results show the practical limitations of SMEs in complying with the waste law, the lack of traceability in the waste management system, and the need for economic support and technical assistance to improve the use and management of sustainable raw materials. Therefore, this study contributes to the limited knowledge of how SMEs implement waste management norms and their importance in diminishing waste generation and promoting waste hierarchy

El efecto moderador de la estrategia genérica en la relación orientación al mercado y resultados. Nuevas evidencias entre empresas del sector químico

Prior research has been equivocal on the role that competitive environment plays in moderating the relationship between market orientation an a firm business performance, even though such a moderating effect is conceptually very plausible. In this article the authors empirically examine the role of Miles and Snow´s (1978) business strategy type as an alternative potencial moderador of the marketing orientation-performance relationship. In this research performance is measured comparing the company results with the company objectives, not with the competition, as many studies did befote. Using the Kohli and Jaworski market orientation scale the autor find mixed evidence that supports the moderating effects of business strategy type on the strengh of the relationship between market orientation and business performance. The authors also offer implications and future research questions on the findings

Brand clarity of local and global brands in fast-moving consumer goods : an empirical study in a Middle East country

Purpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach - Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings - The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications - For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value - This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL

Brand clarity of local and global brands in fast-moving consumer goods : an empirical study in a Middle East country

Purpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach - Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings - The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications - For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value - This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL

La orientación al mercado y sus efectos en los resultados de la empresa

La presente tesis doctoral pretende demostrar la existencia de una relación positiva entre el grado de orientación al mercado y los resultados de la empresa. A estos efectos se construye un modelo sobre la orientación de la empresa al mercado. Para probar las hipótesis que se formulan se realiza una investigación entre 144 empresas industriales con los resultados siguientes:1) el grado de orientación al mercado puede medirse a través de un modelo unidimensional con tres componentes (orientación a los clientes, orientación a la competencia e integración y coordinación de funciones).2) el grado de orientación al mercado no depende del sector, ni del tipo de producto, ni del tamaño de la empresa, ni de la existencia de capital extranjero.3) el grado de orientación al mercado se correlaciona de forma positiva con la rentabilidad sobre la inversión, con el crecimiento y con los resultados globales. Pero no se obtiene correlación entre la orientación al mercado y el margen de beneficio sobre ventas