0000000000297511
AUTHOR
Enrique Bigné Alcañiz
La venta adaptable y la orientación al mercado en el contexto de la venta personal
El trabajo pretende analizar la relacion entre dos conceptos desarrollados en el ambito del marketing durante los ultimos anos bajo el prisma del vendedor industrial; por un lado, la venta adaptable y, por otro, la orientacion al mercado. Para tal fin, se efectua un acercamiento teorico a ambos conceptos, planteando la relacion teorica que puede existir. Posteriormente, se desarrolla una investigacion de naturaleza exploratoria centrada en un sector especifico con el objetivo ultimo de proporcionar cierta evidencia empirica a las conclusiones teoricas. Palabras clave : Venta adaptable. Orientacion al mercado. Vendedor industrial. Sector proveedor del mueble.
Customer Loyalty in Clusters: Perceived Value and Satisfaction as Antecedents
Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the antecedents of customer loyalty. This study adopts the relationship marketing approach, and loyalty behavior is being analyzed in a specific setting: an industrial cluster. Furthermore, the effect of the number of suppliers is analyzed as a possible moderator …
Dependency in consumer media relations: an application to the case of teleshopping
This paper analyses the teleshopping issue in terms of the Media Dependency Theory. The objective is to verify whether dependency relations between television shoppers and the television medium and television shopping are key variables to explain watching and buying behaviour. A model is proposed that integrates the dependency-viewing-purchase relation, tested on a sample of Spanish television shoppers. The results of the study confirm the direct relationship between the antecedents of dependency, dependency and future intentions of behaviour. Copyright © 2006 John Wiley & Sons, Ltd.
Relationships among residents' image, evaluation of the stay and post-purchase behaviour
Scholars have approached the analysis of the host community from a supply perspective rather than a demand one. This paper focuses on the study of residents when acting as tourists in their own region. In this sense, the present work aims to fill the gap existing in the literature about residents' tourist behaviour, analysing the influence of the image of their province on their evaluation of their travel experience and their future behaviour intentions. To accomplish this objective, a path analysis is carried out to test jointly the set of relationships among image, perceived quality, satisfaction, intention to return and willingness to recommend.
Latest evolution of academic research in corporate social responsibility: an empirical analysis
PurposeThe purpose of this paper is to determine whether management‐ and marketing‐salient literature focused on corporate social responsibility (CSR) and related issues has evolved from 2003 to 2006, both quantitatively and qualitatively, and to learn which of three competitive epistemological evolutional views (progressive, variegational, normativist) best fits CSR evolution in both disciplines.Design/methodology/approachFollowing an ex professo methodology developed by de Bakker, Groenewegen and Den Hond, a content analysis (CA)‐based empirical examination of 570 papers focused on CSR and corporate social performance (CSP) published in indexed management and marketing journals between 20…
The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis
Abstract This paper analyses the cognitive component of the image of a destination from a dual perspective. Firstly, we study its composition by positing three positions on a continuum: functional, mixed and psychological, which are analysed using confirmatory factor analysis. Secondly, we study the influence of these components on tourists' overall image of the destination and on their future behaviour intentions, using structural equation analysis. The results show that the psychological and functional components exercise the greatest influence on the overall image of the destination. Overall image was found to influence future behaviour intentions consistently, while the functional compo…
Perspectivas teóricas usadas para el estudio de la responsabilidad social empresarial: una clasificación con base en su racionalidad1
ResumenMediante la exploración en profundidad de la literatura relevante de los últimos treinta y ocho años, este trabajo pretende dos objetivos principales. Primero, identificar, revisar y sintetizar las teorías empleadas en la literatura para el estudio de la Responsabilidad Social Empresarial (RSE), exponiendo tanto sus preceptos fundamentales como las principales críticas a que se han visto sujetas. Segundo, se pretende establecer una clasificación de dichas teorías de la RSE basada en dos criterios: (i) la racionalidad predominante que subyace a cada una de ellas y (ii) la concepción del rol de la institución empresarial en la sociedad que defienden. Esta clasificación es una herramien…