0000000000349008
AUTHOR
Natalia Vila-lópez
showing 22 related works from this author
Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments
2021
This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological resp…
Excellent products or servitisation? Analysing retailers’ preference before and after a loyalty programme
2016
This paper compares two manufacturer strategies focused on their retailers: (i) product strategy and (ii) service process strategy (before, during, and after selling). Additionally, the role of time in the manufacturer–retailer relationship is measured, testing the relevance of both strategies: before and after a loyalty programme. To this end, a sample of 51 international retailers who work with a furniture manufacturer throughout the time were contacted in two different periods of time: in 2009, before implementing a loyalty programme, and in 2012, after implementing a loyalty programme. Results probe the importance of the service strategy compared to product strategy to explain retailers…
Educational branding in private Spanish universities: building brands that the public fall in love with
2020
espanolA traves de la presente investigacion, se pretende analizar el papel del capital de marca universitario en el ambito privado espanol. Para ello, se lleva a cabo un estudio empirico contando con una muestra cuantitativa de 993 respuestas validas procedentes de distintos agentes implicados (343 profesores, 164 empleados de servicios y 486 estudiantes). Los resultados obtenidos muestran la repercusion de cada una de las variables del capital de marca a nivel educativo y, en especial, la importancia de construir imagen de marca para maximizar la percepcion de capital de marca en las universidades privadas espanolas. A su vez, se observan diferencias significativas de percepcion entre los…
Antecedentes de reputación corporativa en cadenas televisivas.
2013
Desde el presente trabajo se ha estudiado la reputación corporativa para un ámbito concreto: el de las cadenas televisivas en España. Precisamente en el sector de las empresas de radiodifusión, y más concretamente en el contexto de las cadenas televisivas, el término de reputación corporativa cobra especial relevancia. La proliferación de medios y la continua fragmentación de la audiencia durante las dos últimas décadas han cambiado el escenario del mercado de los medios de comunicación. La mayor competencia está facilitando la aplicación del brand management en muchas industrias de medios, consideradas como firmas en auge por establecer una imagen de marca clara y memorable en el cada vez…
Gender role portrayals and sexism in Spanish magazines
2007
PurposeThe purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.Design/methodology/approachContent analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.FindingsUse of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and wo…
How can mega events and ecological orientation improve city brand attitudes?
2014
Purpose – The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society. Design/methodology/approach – An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 201…
Designing food packaging for the Spanish market: Do motivations differ between involved and non-involved adolescents?
2018
Abstract This paper investigates the relationships among food choice motivations and the relevance of packaging elements (visual and informative elements) in the adolescent market. In addition, these relationships are re-tested in two different frameworks: high-involved consumers and low-involved consumers. 590 young consumers between 13 and 17 years were interviewed at the door of their public or private schools. Structural Modelling was used to test our hypotheses. The first analysis was done considering the global sample. The second one split off the sample into two groups: 351 high-involved adolescents and 239 low-involved adolescents. Our results showed, on one side, that weight contro…
Segmenting the audience of a cause-related marketing viral campaign
2021
Abstract This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfect…
Formación para fuerza de ventas mexicana
2015
La presente investigación se desarrolla con el objetivo de analizar los efectos que una adecuada planificación de la formación en ventas es capaz de ejercer en tres ámbitos: (i) el rendimiento percibido de los vendedores por parte de sus jefes de ventas; (ii) el desempeño percibido de los vendedores por parte de sus jefes de ventas y (iii) la capacidad de liderazgo desarrollada por el jefe de ventas entre sus vendedores. Adicionalmente, se trata de medir el impacto que mejoras en el desempeño del vendedor y en el liderazgo del jefe de ventas, ejercen a su vez sobre el rendimiento de los vendedores. Para el desarrollo de la investigación se contó con las valoraciones efectuadas por 50 je…
Tourism Marketing As a Tool to Improve Quality of Life Among Residents
2018
Quality of life can be achieved improving certain subjective factors, such as attitudes, rather than emphasize objective factors. The born of this concept and the concern to use systematic and scientific methods for its evaluation are relatively recent.
Designing a packaging to promote healthy and low-fat foods: Adolescents versus young-adults
2017
Packaging is a relevant tool when adolescents and young adults search for low-fat and healthy foods. However, the power of a packaging is not homogenous. In this framework, two main objectives guide our work: (i) to investigate to what extent visual cues (size, colors, images etc.) are more important than informational cues (label); (ii) to analyze if adolescents and young adults pay equal attention to both packaging cues. 590 adolescents between 12 and 18years of age were interviewed at the door of both public and private schools. Additionally, 300 young adults between 19 and 25years of age were contacted. Their opinions were analyzed twice using structural modelling techniques: (i) withou…
Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?
2017
Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market. An experimental design was defined to reach both objectives. Two packaging attributes were manipulated orthogonally to introduce greater variation in people's perceptions: a visual cue (the color) and an informative cue (the claim/label). A third variable was introduced: hedonic (candy bars) versus …
ESE. Estudios sobre educación
2021
espanolEste estudio pretende avanzar en la comprension de la relacion entre el profesor y el estudiante universitario con el objetivo de mejorar el rendimiento de los estudiantes. Se articula sobre tres ejes: el enfoque de rendimiento del estudiante, la relacion entre diversos aspectos del profesor y, fi nalmente, el efecto de estos aspectos sobre el rendimiento del estudiante. Los resultados obtenidos de una muestra de 45 profesores y 932 estudiantes muestran que la orientacion al estudiante por parte del profesor afecta al aprendizaje percibido y a la satisfaccion del estudiante. Se alcanzan otros interesantes resultados que permiten establecer ciertas conclusiones e implicaciones. Englis…
Sharing-collaborative economy in tourism: A bibliometric analysis and perspectives for the post-pandemic era
2021
Sharing economy research has risen exponentially during the last 4 years. Although several theoretical revisions on this topic have been developed, a conceptual analysis based on bibliometric techniques and science mapping tools is lacking. Within this framework, this article has two aims: (i) to carry on a performance analysis to identify the outstanding themes and (ii) to visually present the scientific structure by topics of research in sharing-collaborative economy as well as its evolution to identify future directions. The resources in the Web of Science Citation Index were used. Intelligent techniques and, more specifically, the SciMAT tool (based on co-word analysis and h-index anal…
Structural Equation Modeling in Research on Brand Capital in Higher Education
2016
This research is done in order to examine the role of the brand capital in higher education. For this purpose, we analyze the main contributions of the literature related to the study of the brand capital and its application in the educational sector, identifying which variables determine the brand capital in the higher education sector. Once we establish the susceptible brand capital in the higher education sector, an empirical research is done by using a questionnaire developed in Spanish language with a Likert scale of grade 5 in which 1 point means "strongly disagree" and 5 mean "strongly agree", being based on the measurement scales…
Improving Residents’ Quality of Life Through Sustainable Experiential Mega-Events: High- Versus Low-Context Cultures
2020
Public managers need to improve city residents’ quality of life as a first step to boost its tourism development. Marketing strategies can play a useful role, as the city marketing theory states. The present article aims to compare the efficacy of two marketing strategies embedded in a public mega-event: (a) an experiential strategy, based on emotions encourage during the event and (b) a green strategy, based on green actions linked to this event. Furthermore, following Hall’s theory of cultural determination, this article aims to compare these strategies’ efficacy in two alternative cultures: a high-context (Mexico) and a low-context culture (Spain). We contacted 202 and 204 residents in …
Packing decision for low fat aliments: a review
2014
Purpose – The purpose of this paper is to give some recommendations about how to design a low fat food aliment packaging. Design/methodology/approach – A review of previous studies that have analysed food packaging decisions considering personal and product influences was done. Findings – For low fat foods, a good or a poor performance is not sufficient; you have to perform better than those competitors whose competitive capacity is strong enough to influence strategic decision taking. Low fat products must be focused to a particular target. A product of these characteristics cannot be launched for all the markets at the same time, and under the same conditions. Some personal factors do re…
Adolescents’ food packaging perceptions. Does gender matter when weight control and health motivations are considered?
2016
Abstract This paper investigates, first, to what extent adolescents highly involved in food are more worried about weight control and health than less involved adolescents. Second, it studies the impact of both food choice motivations on food packaging relevance, considering both, visual and informative packaging cues. Finally, these relationships are re-tested in two different frameworks: men and to this end, 589 adolescent consumers between 14 and 17 years were questioned. The interviews were done personally by an external company at the door of 30 different schools. Our results have confirmed the relevance of packaging informative cues over visual cues for adolescents highly worried abou…
Consumers' physiological and verbal responses towards product packages: Could these responses anticipate product choices?
2019
Today, it is a priority to predict what consumers will choose at the point of sale where there are more and more competing brands. But what kind of consumers' information can be used for that purpose? This paper compares the power of physiological responses (unconscious responses) and self-report/verbal responses (conscious responses) towards product packages, as a means of predicting product choices. To this end, six different packaging designs were created by combining three different colors (blue, red and black) and two different messages (simple and reinforced). Eighty-three young consumers were exposed to each of the six designs. In one phase of our investigation, unconscious electrode…
Positioning Political Brand Through the Web
2014
El hecho de que un partido politico sea percibido como innovador gracias al apoyo de las nuevas tecnologias aumenta su atractivo. Esta innovacion se puede concretar en la prestacion de servicios electronicos diferenciados y en la mejora del atractivo visual del partido y sus candidatos gracias a la funcionalidad de su Web. En este trabajo realizamos un estudio para determinar en que medida los aspectos innovadores de la Web de un partido politico aumentaran: (i) la calidad percibida, (ii) la confianza hacia el servicio del sitio Web, (iii) la lealtad hacia la pagina Web y (iv) la predisposicion a recomendarla (boca-oreja). Para ello entrevistamos a un total de 217 usuarios que valoraron su …
Healthy Lifestyle and Complementary and Alternative Medicine.
2021
Having a healthy lifestyle is one of the main personal goals, and multiple behaviors can be used to achieve this goal. However, people do not always develop appropriate health behaviors. One of the consumption alternatives is the use of complementary and alternative medicine (CAM), which has been increasing significantly in recent years, although not always adequately. This study aimed to determine whether CAM use is associated with a healthy lifestyle in Spanish adults. To achieve these objectives, 2486 adults were interviewed as part of the 2018 Barometer of the Centro de Investigaciones Sociologicas about their lifestyle and CAM use. The findings show a relationship between healthy lifes…
Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis
2018
The objective of this research is to identify which are the key variables for designing a message in a social network that can be used by an advertiser to generate Positive/Negative Engagement. The...