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…
Introduction to the Special Section: Tourism & Leisure
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.
Orientation response in low‐fat foods: Differences based on product category and gender
Compensation and control sales policies, and sales performance: the field sales manager's points of view
PurposeThe purpose of this paper is to analyse the relationship among the compensation system (fixed or commission) applied to salespeople, the system by which they are controlled, and the effects of both on individual performance and sales organization effectiveness. Previous research has been extended in a different country/context, and from the field sales manager's points of view.Design/methodology/approachFirst, a cluster analysis was used to obtain a set of groups of salespeople characterized by their main compensation system (salary and/or commission). Also, ANOVA is used to analyze the significance of the differences due to the different compensation system.FindingsThe empirical dat…
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.
LAS REDES SOCIALES VIRTUALES Y LAS MARCAS: INFLUENCIA DEL INTERCAMBIO DE EXPERIENCIAS eC2C SOBRE LA ACTITUD DE LOS USUARIOS HACIA LA MARCA
RESUMENFrente a la irrupción de los nuevos medios de comunicación digital, las marcas se enfrentan al desafio de encontrar nuevos formatos, tonos y contenidos que capturen la atención de los usuarios que navegan por las redes sociales. Este artículo indaga la eficacia publicitaria de las campañas en redes sociales virtuales (actitud hacia el anuncio, actitud hacia la marca e intención de compra) utilizando el Modelo de Mediación Dual y el MOA (motivación, oportunidad, habilidad). Los resultados constatan la influencia que el intercambio de experiencias eC2C (experiencias online entre consumidores) tiene en la actitud hacia la marca y de ésta en la intención de compra y en el eWOM (boca a oí…
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…
Market orientation and industrial salesforce: diverse measure instruments
This paper supports the need for a market‐oriented industrial salesforce. So, in the first part, a definition of industrial salesforce market orientation is proposed, distinguishing between a philosophical approach and a behavioural approach. In the second part, an empirical research is carried out to propose and analyse diverse instruments to measure market orientation in an industrial salesforce context. Unidimensionality, reliability and validity are studied. The aim is to offer some guidelines to sales managers in order to implement market orientation at salesforce level.
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…
Clustering the mediators between the sales control systems and the sales performance using the AMO model: A narrative systematic literature review
[EN] Purpose: To identify all types of sales force control systems in the academic literature, and to cluster the mediators between these controls and the performances, according to the AMO model (abilities, motivations, and opportunities), analysing how each of these three groups of mediators are influenced by control systems, and how they impact on the sales performance, using a systematic literature review. Design/methodology: Scientific papers published during the last 32 years, using as databases: Business Source Premier (EBSCO), Science Direct, Scopus, Web of Science, and Google Scholar. Business, Management and Social Sciences were taken as selection fields. False positives identific…
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, …
Some determinants of salesforce effectiveness
PurposeThis paper aims to find out what characterises salespeople in the most effective salesforce in Spain.Design/methodology/approachAn empirical analysis has been done with 108 field sales managers from different sectors of activity to determine the conditions of the salesperson's control, professionalism and behaviour that affect his/her performance and the effectiveness of companies. A structural equations model or second generation multivariate model was used – PLS.FindingsThe results show that more effective salesforces are controlled through behaviour control systems, salespersons in this team identify with the company's strategic objectives and an important part of their remunerati…
Market orientation in university: a case study
Purpose – The paper aims to analyse the relationship between market orientation (MO) and results in the field of higher education, considering the importance of university teaching staff MO in relation to satisfaction and establishing that this orientation is directly and positively affected by the MO of the upper hierarchical levels. The focus is on a university in a developing country.Design/methodology/approach – The information was gathered from a convenience sample using a self‐administered questionnaire (219 teacher staff valid questionnaires and 34 directors, secretaries and head of course's questionnaires). Data were analysed using confirmatory factor analysis and structural equatio…
Brand impact on purchase intention. An approach in social networks channel
Networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with a user, increasingly elusive and restrictive, that takes decisions based on the impulses generated by networkers. We propose a model adapted to the reality studied and composed by several models and theories that have got widespread support in the literature. In this paper, the goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks, of the constructs selected regarding the attitude towards network and the intention to use, (ii) measuring the influence of attitude toward the net in the attitude toward the brand in terms…
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 …
Precio no monetario percibido en alojamientos e-peer-to-peer. La perspectiva de los huéspedes de Airbnb
[EN] Price is considered as a key variable in predicting buying behavior. However, few studies have focused on how non-monetary price is affected and can affect other components of the consumer endogenous variables. This paper seeks (1) to analyze the effects of antecedents of behavioural price (past experience, the benefits and risks of peer to peer accommodation services) on the guest perceived price, and (2) to determine the effect of this price and past experience on guest intentions. With a sample of 136 Airbnb guests and the use of SEM, results show that past experience, financial risk, and time risk influence the non-monetary perceived price. This price and past experience affect gue…
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…
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 Culture
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cul…
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…
Relational content of travel and tourism websites
Developments in information technologies are having a far-reaching impact on the travel and tourism industry. This paper analyses the use of the internet as a relational tool for travel and tourism companies providing air travel and rent-a-car services. The empirical research results show the role the internet plays in increasing sales and how companies use different relational tools to gain consumer trust and commitment.
Market orientation: an antecedent to the industrial manufacturer's power
This study looks at the relationships between the market orientation of the manufacturer and the sources of his or her power over the distributor. The effect these power bases have on the distributor's satisfaction with the relationship is also analysed. The aricle offers the results of a study, conducted in the ceramic tile sector in Spain, aimed at measuring the market orientation of manufacturers, their power bases as perceived by their distributors, and the latter's satisfaction with the relationship. The results show that manufacturers' market orientation has a positive effect on their reward power but not on their referent power, nor on their power of coercion. However, the reward, ex…
QUALITY MARKET ORIENTATION
This paper analyzes the effects of market orientation from two perspectives. First, its direct influences on tourist agencies' perceived performance, and its indirect ones on per- formance through the perceived value of market information. Second, direct effects on the perceived service quality offered by the firm and indirect influences derived from the utiliza- tion of quality measurement systems are analyzed. Hypothesized relationships are tested in an empirical study of tourist managers. Research findings confirm the proposed relationships, except the influence of using quality measurement systems on service. A positive direct influ- ence between perceived service quality and performanc…
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…