Health/Nutrition food claims and low-fat food purchase: Projected personality influence in young consumers

Abstract Health/nutrition food claims are increasingly used in the food industry but firms still require deeper research to develop a better understanding of consumers in the low-fat food market. In pursuit of this goal, this paper analyses the influence of projected consumer personality on healthy claim credibility, Perceived product health, physical appearance and its repercussion on attitudes (overall attitude to the product) and behaviours (purchase intention). With a sample of 300 young consumers (15–25 years old) and through PLS techniques, our results show that project personality influences the credibility of claims about healthiness and physical appearance. Both concepts play a sig…

Identifying profiles of complementary and alternative medicine believers and/or users

The present study focuses on the identification of profiles of CAM believers and/or users. Using data from the Spanish CIS Barometer (2018) and a sample of 2486 Spaniards, a hierarchical and non-hierarchical cluster analysis and discriminant analysis have been performed. Profiles of people with a high level of belief in CAM and/or CAM users were identified. Results reflect relationships between personal factors (healthy lifestyle and status, political and religious ideology) and satisfaction with conventional medicine with the belief/use of CAM. Personal factors and satisfaction are not related to the level of belief in CAM. We have tried to fulfil some gaps detected in the literature: much…

Food packaging cues as vehicles of healthy information: Visions of millennials (early adults and adolescents)

Abstract Because packaging has become an important marketing tool, firms must know what type of packaging can affect consumers' packaging cues. Also, still today there is little attention paid to the relevance of educating millennials about the importance of a healthier lifestyle and eating. The aim is to analyse the effects of young consumers with varying degrees of healthy lifestyles and food involvement on packaging cues. Also, the paper analyses differences between early adults and adolescents millennials. Using a sample of 890 millennials (300 early adults and 590 adolescents) and SEM methodology, interesting results are reached. Some healthy habits affect food involvement, and this is…

Market orientation and innovation: an inter‐relationship analysis

PurposeMarket orientation analyses have focused on two broad‐ranging approaches: the behavioural and the philosophical. The concepts of innovation and market orientation are gaining ground steadily in the context of an increasingly competitive and highly volatile environment, subject to the pressures of rapid‐changing customer needs and desires. This premise underlies the general aim of this study, which is to determine to what extent companies operating in the same sector and with similar market orientation are similarly concerned about innovation.Design/methodology/approachThe population for this study comprises the leading 465 textile companies operating in Spain, listed in the ARDAN dat…

Success and Internationalization: Analysis of the Textile Sector

ABSTRACT The aim of the present paper is to investigate the relationship between business success and international involvement by examining international enterprises to see if they are more successful. To do this, 154 general managers in the textile sector were interviewed on two main groups of questions: (i) entry forms when going abroad; (ii) business results (sales, profit etc.) and competitive indicators (loyalty, satisfaction, image etc.) obtained.

Brand identity documentation: a cross‐national examination of identity standards manuals

PurposeThe purpose of this paper is to identify the key features of an identity standards manual and assess the differences in the rules used for applying the brand to both low‐ and high‐context cultures, companies selling consumer goods and those selling services, and multinational and local companies.Design/methodology/approachThe methodology is based on the analysis of 341 identity standards manuals and on the analysis of three key features found in the manuals: contents, normative tone, and development.FindingsThe results divide the contents of the manual into two blocks: core and peripheral; and show that there are differences between the manuals of high‐ and low‐context cultures, comp…

Orientation response in low‐fat foods: Differences based on product category and gender

Effects of network market orientation on new ventures' international performance

By combining international entrepreneurship and marketing aspects, this work attempts to emphasise the importance of relational knowledge in international new ventures by studying the influence of network market orientation on the international results obtained by these firms. The results obtained in the comparison with the proposed structural equations model confirm that network market orientation is a determining factor for firms to achieve better international results. This influence is observed both directly and indirectly with the mediating effect on the differentiation– and cost–based competitive advantages developed by INVs.

Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age

This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause...

Teaching Media and Methods in Marketing: European and North American Universities

This article aims to examine the most widely used teaching media and methods in university education. To achieve this objective, international research has been carried out among 135 marketing teachers from North American and European universities. The study shows that North American teachers use more traditional media and participatory methods than European teachers.

The market orientation-innovation-success relationship: The role of internationalization strategy

AbstractThis paper is focused on how relationships between market orientation strategy, innovation and business success could differ in an international context. The article develops a theoretical framework as an overview to the main relationships between these concepts. It also shows that international strategy can play a determinant role in this framework. Therefore, the article presents a study that includes interviewing 154 Spanish textile firm managers with the aim of contrasting market orientation– innovation–success relationships and the role of internationalization strategy. Results show that market orientation is related to innovation, and innovation to success, both in internation…

Small and medium enterprises web page design: a qualitative study

The present paper is based on the results of seven consumer focus groups developed in Spain. The results are interpreted using an ethnographic summary of each focus group (qualitative approach) and a systematic coding procedure (quantitative approach). The research pursued two major objectives. Firstly, to identify the key design variables for building a successful transactional small and medium enterprises (SME) website. Secondly, the transactional relevance of each key design variable was tested in order to establish priorities according to Spanish online buyers’ preferences. The findings indicate that a SME transactional website should have three main strong points: 1 it must be secure 2…

A comparison of marketing teaching methods in North American and European universities

PurposeTo compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options.Design/methodology/approachE‐mail questionnaires distributed to a sampling frame extracted from the worldwide directory of the Academy of Marketing Science were completed by 93 marketing academics in North America and 42 in Europe: a 26 per cent overall return rate. Data were analysed by χ2, ANOVA and correspondence analysis.FindingsThree teaching‐and‐learning methods are most common in both environments: practical exercises, case studies and lectures. Europeans tend to rely on lectures and other traditional methods, …

Cross cultural marketing teachers' profile

PurposeMarketing has attracted increased interested over the past 15 years in both academic and commercial circles and there has been a market rise in the number of students. At the university level, the characteristics of the teacher play an essential role in student/teacher interaction and influence academic results and future professional success. This influence is revealed in three main areas: the choice of subjects, teaching media and teaching methods. The purpose of this paper is to identify the most commonly found marketing teacher profile and the differences among marketing teachers with respect to the marketing subjects that they impart and the media and methods that they use.Desig…

Yield Management and Airline Strategic Groups

A new strategic group of companies has appeared in Europe. This group, low-cost airlines, differs markedly from the traditional flagship companies. Focusing on a dynamic approach, the study discussed in this paper was developed to determine whether companies in different strategic groups adopted different price setting methods depending on which group they belonged to. The study is based on price information recorded at 11 different time periods for 12 airlines.

Analysing Different Consumption Practices among Different Settings

The chapter’s main aim is to provide evidence for the need to differentiate consumer behaviour exemplified by drinking patterns and the various factors influencing these patterns as to different European clusters. These clusters emerged from the empirical research stage of the COBEREN project. They are compared to currently well-known European cluster differentiations (i.e. geographic clusters, cultural clusters, or Established European Economic Settings vs. Transitional European Settings in Central and Eastern Europe). This research aims to investigate European consumer behaviour on drinking, hypothesizing that other than the traditional cultural and/or geographical clusters, differentiate…

Destination engagement on Facebook: Time and seasonality

Abstract This paper studies the influence of time frames (posting day and posting time) and seasonality (low, medium and high) on positive/negative engagement in a Destination Management Organization (DMO) on Facebook. A content analysis was carried out on 639 posts, 178,913 audience reactions to such posts and 5330 comments. These posts were shared 45,194 times by the audience. The data analysis (regression analyses with optimal scaling) suggests that the best times to post are at 8  am , 10  am , 2  pm and 5  pm ; Thursday and Saturday are the best days to post, and the period before summer (from January to June) are the best months. These results have implications for DMOs and National T…

El modelo del rendimiento académico del estudiante universitario: aplicación a una Facultad de Economía

El presente estudio persigue avanzar sobre el conocimiento del rendimiento académico del estudiante. Concretamente, y siguiendo la propuesta de Fenollar, Cuestas y Román (2006), se plantea un modelo integrador de las teorías que explican el rendimiento académico del estudiante; entendido éste como el aprendizaje percibido y la nota esperada por el estudiante. En concreto, aquellas basadas en la Teoría Cognitiva-Logro iniciada por Deck (1986) y la Teoría de la Autoeficiencia desarrollada por Bandura (1986). Se analiza el efecto que estas teorías poseen en (1) el aprendizaje percibido por el estudiante, (2) la nota esperada y (3) la satisfacción global del estudiante. Así, se llevó a cabo un …

Can Health Perceptions, Credibility, and Physical Appearance of Low-Fat Foods Stimulate Buying Intentions?

This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sample of 300 young consumers (18&ndash

Prescribers’ opinions to identify competitive groups: a comparative analysis in the pharmaceutical industry

A firm must identify its key competitors (those that belong to the same competitive group), especially when operating in highly competitive industries, such as drug products. Experts who prescribe products to the final consumer play a crucial role in identifying the key competitors of a firm. In this context, the present paper aimed to determine if significant differences exist between two groups of prescribers (commercial and social) regarding the competitive structure that both groups identify using subjective information obtained through (i) categorization methods and (ii) evaluation methods.A sample of 104 prescribers related to the sale of cosmetic pharmaceuticals was interviewed (53 c…

How does the online service level influence consumers’ purchase intentions before a transaction? A formative approach

AbstractThe present paper tries to study the impact of online services level in contexts where transactions have not been done yet, through the adoption of a formative approach. In this scene, the present research considers two main dimensions of online services (pre-purchase services and transaction-related services) in a context of clothing purchasing process. Before defining the research and determining the sector to be analyzed, 7 focus groups were conducted. From the obtained conclusions, this study was carried on in the textile sector. A survey with 370 effective respondents was carried out. To measure the different concepts in the model, several scales were used based on literature p…

The Role of Packaging in Positioning an Orange Juice

Abstract This article revises the concept and positioning strategies according to the proposals of different authors. Positioning is related to variables in the marketing mix, and, specifically, to the main subject of this research study—packaging. The theories of different authors with respect to the functions of packaging and its constituent elements are revised and then attention is focused on four of its graphic elements: Color, shape, typography, and image. Within this framework, designer and consumer opinions are presented with the ultimate aim of identifying the associations between different positioning strategies and the different graphic design variables used to define an orange j…

Public versus private broadcasters’ management

Purpose – The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects. Design/methodology/approach – Totally, 816 Spanish viewers’ valuations were obtained (408 for the public television network and 408 for four private first generation broadcasters). Results show that some corporate reputation antecedents (perceived quality) and effects (attitudes) are stronger when private broadcasters are considered. Findings – Result show that proposed credibility reputation antecedents and effects are significant and that some differences between private and public entities really do exist. Research limitations…

Consumer perceptions of product packaging

Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers.Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typog…

The Moderating Role of Performance in the Link From Interactional Justice Climate to Mutual Trust Between Managers and Team Members.

The main goal of this study was to examine the interaction between team members’ performance and interactional justice climate in predicting mutual trust between managers and team members. A total of 93 small centers devoted to the attention of people with intellectual disability participated in the study. In each center, the manager ( N = 93) and a group of team members ( N = 746) were surveyed. On average, team members were 36.2 years old ( SD = 9.3), whereas managers were 41.2 years old ( SD = 8.8). The interaction between interactional justice climate and performance was statistically significant. Team members’ performance strengthened the link from interactional justice climate to mut…

Successful SME web design through consumer focus groups

Purpose – The purpose of this research is to pursue two major objectives. First, to identify the key design variables for building successful transactional SME (Small Medium Enterprises) websites. Second, the transactional relevance of each key design variable is tested in order to establish priorities.Design/methodology/approach – The present paper is developed through seven consumer focus groups. Two approaches were used: an ethnographic summary of each focus group (qualitative approach) and a systematic coding procedure (quantitative approach).Findings – The findings indicate that a transactional website should have three main strong points: it must be secure; price information should be…

Competitive Group Analysis of Public Transport Services

Abstract The aim of the present paper was to evaluate five passenger transport service providers (EMT urban buses, METROBUS metropolitan area buses, RENFE local trains, METRO underground trains and trams, TAXI) in a tourism-receiving metropolitan statistical area of Spain. User perceptions of the public transport services were obtained and the results indicate that public transport is making great efforts to adapt to user preferences. Despite the general level of satisfaction with public transport, however, not all the brands are equally interested in differentiation. The brands with less well-defined positioning, perceived as less closely associated with the different attributes examined (…

The importance of innovation in international textile firms

Purpose – The purpose of the paper is to analyse the importance of innovation for firms involved in international marketing.Design/methodology/approach – A total of 154 general managers in the textile sector were interviewed on two main groups of questions: entry forms when going abroad; and innovative decisions in products, strategies, processes, and markets. Univariate (ANOVA) and multivariate (discriminant analysis) methods were used.Findings – The present results have demonstrated that not all types of innovation dimensions are required to find new clients in new countries.Research limitations/implications – This study has been based on a mature sector, as is the textile sector in Spain…

Healthy lifestyle and eating perceptions: correlations with weight and low-fat and low-sugar food consumption in adolescence

Background: Low-fat and low-sugar foods, marketed as health promoters, offer an interesting avenue for consumers to pursue a healthier life. Despite the relevance of educating adolescents about the...

Product Placement in Video Games

Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic entertainment – in the sense of image transfer from the video game to the brand. Specifically, this chapter focuses on the emotions evoked by the video game. Therefore, the present study develops a scale of emotions adapted to the theme of this research. Additionally, this study analyses the differences between types of product placement and thei…

Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

What is the best marketing strategy in video games? The literature is not unanimous in upholding the best strategy. Researchers investigating advertising effectiveness disagree on the value of product placement in video games and the methods firms should use with product placement strategies. The state of the question now must figure out the dichotomy between two perspectives: to identify the differences in the effectiveness of product placement in video games when using “traditional placement approaches” compared to the “branded entertainment approach”. The “traditional approach” to product placement in video games involves the product appearing as a visual object that is passive, used by …

How Can Secure Websites Improve Buying Intention?

A conceptual model is proposed to show 3 effects of augmenting security perceptions (more pleasure, less perceived risk and higher trust) in order to improve buying intention. The role of usability in reinforcing these direct and indirect security effects has also been tested. This study examines the reinforcement of previous relationships in highly usable contexts. To test this, a fictitious website was designed for a nonexistent clothing company directed at the segment of middle class consumers. Two blocks of changes were made to alter website usability: one concerning website speed and the other related to ease of use. Results for a study sample of 170 respondents show that in usable con…