Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

Objetivo: Este trabajo propone un modelo de formación de lealtad hacia la marca extendida de una marca patrimonial a partir de la actitud hacia la marca padre patrimonial, teniendo en cuenta el efecto mediador de la imagen de la marca padre y los efectos moderadores del ajuste entre la marca patrimonial y la extensión así como la implicación hacia la categoría de producto. Metodología: Se ha llevado a cabo un estudio experimental con 328 turistas que visitaban el destino patrimonial y manipulando dos niveles de ajuste. Se estableció un modelo de regresión de mediación moderada utilizando el software PROCESS 3.4. Conclusiones: El efecto de la actitud hacia la marca patrimonial sobre la lealtad hacia la extensión se produce a través de la imagen de la marca patrimonial. Este efecto se potencia en condiciones de bajo ajuste y alta implicación. La implicación modera el efecto directo independientemente del grado de ajuste. Implicaciones: Se aportan implicaciones para la gestión de las empresas que usan una marca patrimonial para competir en el mercado así como para los responsables de gestión del hito patrimonial. Originalidad y valor: Este trabajo contribuye al conocimiento sobre el proceso de formación de la lealtad hacia extensiones de marca patrimoniales, teniendo en cuenta las percepciones sobre la marca padre en términos de actitud e imagen y cómo afecta a dichas relaciones el ajuste entre la marca patrimonial y a actividad de la empresa que realiza la extensión y el nivel de implicación con la categoría.Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage. Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category.Campus de Excelencia Internacional BioTic Granada (subvención número 20F12 / 43)Programa Nacional de Investigación de Gobierno de España (Proyecto de Investigación I + D + i ECO2017-88458-R

Intention to purchase sustainable craft products: a moderated mediation analysis of the adoption of sustainability in the craft sector

In the modern world, the management of companies has evolved from a model characterized by the extraction, transformation, and generation of waste towards a more sustainable model. This transition affects even more traditional sectors, such as crafts. A key aspect of the transition towards more sustainable models is knowledge of the disposition of consumers with respect to these new artisan products. To date, few works have addressed this research problem, so this paper analyses consumer behaviour towards sustainable craft products empirically. To accomplish this goal, the effect of the image of sustainable craft products as perceived by consumers on their purchase intention is studied. Attitudes towards sustainable crafts, purchase intention, degree of consumer involvement and degree of knowledge concerning sustainability are considered as moderating variables. A questionnaire was distributed to a sample of handicraft consumers, and confirmatory factor analysis and an ordinary least squares regression model were used to study the data thus obtained. The results showed that the image of sustainable craft products as perceived by consumers influences their purchase intentions. In addition, this influence is increased when consumer attitudes towards and involvement with sustainable craft products increase. The results of this study can be useful for the sustainable crafts sector with respect to incorporating more sustainable products and designing marketing and communication strategies to help consumers learn about sustainability.European Commission 10100806

The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce

Versión aceptada no tiene restricciones en repositorio institucionalPurpose: To analyze how fashion consumers behave when they make purchases using social media platforms—specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection as predictors of customer brand engagement (CBE). Design/methodology/approach: Social commerce-adoption is modeled, using three variables: customer engagement, self–brand connection, and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as Millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM). Findings: Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. Self–brand connection has a positive effect on all three dimensions analyzed. Finally, gender is found to exert a moderating effect on the relationship between the ‘CBE activation’ dimension and brand loyalty. Originality: The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram). Research limitations/implications The research was conducted during the lockdown imposed during the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper. Practical implications Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.This work was partly supported by the Spanish National Research Programme (R+D+i Research Project ECO2017-88458-R, “NeuroTourism project”) and the Andalusian R+D+I Research Programme (Grant No: B-SEJ-209-UGR18, “Research in NeuroSOCOM”project)

Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

This study was funded by Campus of International Excellence BioTic Granada (grant number 20F12/43), and Spanish National Research Program (R+D+i Research Project ECO2017-88458-R).This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.Campus of International Excellence BioTic Granada 20F12/43Spanish National Research Program (R+D+i Research Project) ECO2017-88458-

How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination

Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free gifts on social media contributes to building heritage brand equity. To pursue this research aim, a quasi-experimental study was designed and carried out among online users, based on two promotional stimuli (discount vs. free gift). The findings suggest that gifts perform better in terms of increasing brand equity, except where the user presents a high level of sales promotion-proneness, in which case promotional discounts are more effective.Campus of International Excellence BioTic Granada 20F12/43Spanish National Research Programme (R+D+i Research Project) ECO201788458-

Proposal for the enhancement of Marzamemi's underwater heritage through the use of digital methodologies

WARMEST MSC-RISE-H2020 project has received funding from the European Union's Horizon 2020 research and innovation programme under the Marie Sklodowska-Curie, grant agreement #777981.This article discusses the importance of technology in the enhancement of underwater heritage, using the Wreck of the Church in the coastal area of Marzamemi (Italy) as a case study. This heritage site is under study in the framework of the European research and knowledge transfer project, WARMEST. There is an increasing variety of digital tools that promise to improve people's experience with heritage sites, to enhance the value of heritage and contribute to the socio-economic development of the territories. A strategy is proposed for Marzamemi underwater heritage site, where communication efforts give potential visitors a sense of the destination that motivates them to choose it and encourage them to talk widely about their experience. To this end, digital tools are a great asset in establishing such a communication strategy to increase information about this heritage on the various websites and social networks related to Marzameni, so that knowledge of Marzameni's underwater heritage would undoubtedly be enhanced.European Commission 77798

Sustainable Crafts: Describing Conceptual Evolution Through a Bibliometric Analysis and Systematic Literature Review

Sustainability has been progressively incorporated into all dimensions of society as a response to the negative externalities of the traditional production model, and the craft sector has been no stranger to this. Thus, the present work constitutes a bibliometric analysis of 894 research articles from the Scopus database on sustainable crafts in the 21st century, identifying the growth trends, published articles, and the most productive journals, authors, institutions, and countries. Additionally, we have identified the main research topics that have emerged in sustainable crafts in three time periods: before the international financial crisis, the post-crisis period, and, finally, within the 2030 Agenda and the Sustainable Development Goals set out by the United Nations (UN). Based on the bibliometric indicators analysed, we conclude that this research area has grown exponentially, particularly in response to the Sustainable Development Goals, increasing the abundance and diversity of the issues investigated.RRREMAKEREuropean Commission 10100806

The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation

One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examined, then a management model is proposed, with the Torre de Romilla in the Granada province (Spain) as its focus. The model is constructed on the basis of research regarding the antecedents to loyalty towards this heritage landmark, in order to enhance its value. To accomplish this, survey data from 200 randomly selected subjects was collected and analysed. The results indicate that the antecedent factors which determine loyalty are place attachment and its perceived image, which lead to an increased probability that the site will be visited and recommended. The direct consequence of this is that contributions to the economy from tourism would allow for the sustainable conservation of these assets.This study is part of the project entitled (BIA2015 69938-R) “Sustainable methodology for the Conservation and Maintenance of medieval rammed-earth fortifications in the South-East of the Iberian Peninsula” financed by the State Research Agency (SRA) and European Regional Development Fund (ERDF)

Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure

The COVID-19 pandemic has been a chance and a boost for those retailers that develop their online profile. This new context can raise privacy issues on the consumer side. For this reason, here we explore the determinants of online self-disclosure, and its relationship with customer care. We collected the data through an online survey (n = 426) and tested a variance-based structural equations model. The findings unriddle the role of perceived customer care as an antecedent of both perceived control and trust, the latter emerging as a key mediator of the impact of both perceived customer care and privacy concern on self-disclosure. Moreover, in line with previous studies, perceived control was found to be positively related with trust, and negatively with privacy concerns. According to the findings, we draw several managerial implications and suggest future research pathsThis work was supported by the Spanish Ministry of Sciences and Innovation under the grant PID 2021-125155NB-10

Crafts as a key factor in local development: Bibliometric analysis

The role of crafts on a global level has accrued importance at present, both for developing countries and for rural development in general. Governments and institutions are increasingly trying to promote rural development to fight against the flight of the population from rural areas. Crafts is considered an important tool for local economic development and job creation. The goal of this study is to use bibliometric analysis to analyze the advances in research in the field of crafts and their influence on the development of rural communities. It also aims to identify the main lines of research that are currently being addressed as future trends. This analysis has provided a global, systematic and visual overview of the 1379 studies related to the role of crafts in the development of rural areas, published from 1954, year in which the first publication appeared, up to 2021. Growth trends have been identified in the number of articles published, magazines, authors, institutions and most productive countries. Results have shown that the most popular lines of research on this subject are those in which crafts are considered a source of income for local communities, particularly linked to tourism, job creation and sustainability in the first place; followed by research on the demographic and economic effects of new craft products and processes on rural areas; and those that consider crafts as a factor to mitigate poverty in the rural world. Therefore, the concept of handicrafts as a source of livelihood for poor rural regions is primarily emphasized.RRREMAKER. RRREMAKER MSC-RISE-H2020 project has received funding from the European Union’s Horizon 2020 Research and Innovation programme under the Marie Skłodowska-Curie, proposal number: 10100806