0000000000402113
AUTHOR
María José Miquel
El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento
ResumenEl presente trabajo plantea como objetivo conocer cómo afecta la imagen de marca privada a la formación del valor de marca del establecimiento; en el estudio de esta relación cobra especial consideración la posible influencia del conocimiento de la marca privada como oferta propia del establecimiento. Desde una perspectiva empírica, se analizan los establecimientos Decathlon, a partir de la opinión de 300 consumidores. Los resultados obtenidos en la investigación muestran la importancia de fortalecer una imagen de marca privada positiva y favorable, como medio para la construcción de una sólida imagen de la tienda que, a su vez, también repercute en la creación del valor del establec…
Analiziranje pozicioniranja glazbenih usluga putem kvalitativnog istraživanja
Information technologies have produced new ways of distributing and consuming music, mainly by youth, in relation to both goods and services. In the case of goods, there has been a dramatic shift from traditional ways of buying and listening to music to new digital platforms. There has also been an evolution in relation to music services. In this sense, live music concerts have been losing their audiences over the past few years, as have music radio stations, in favor of streaming platforms. Curious about this phenomenon, we conducted an exploratory research in order to analyze how all these services, both traditional and new ones were perceived. Specifically, we aimed to study youth´s asse…
Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment
In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through social media depends on the purchase channel chosen and the satisfaction and commitment with the retailer. With data from an online panel our results show that the complaint channel tends to be the same as the channel chosen for purchase; moreover, satisfaction is positively related to complaining at store and negatively related to complaining throug…
Do Men and Women Differ When Purchasing Private Label Goods?
In the context of shopping goods, this paper analyzes the key variables in men and women when they have to face private label purchase decision: attitude towards private label, value consciousness, brand consciousness, involvement with the product and private label purchase intention. The moderating role of gender in the relationship between those variables is also analyzed. On a sample of 433 individuals, and considering two different shopping goods, results showed differences between men and women in all the variables, except in the value consciousness. Furthermore, due to a multigroup analysis technique, we found more differences between the variables affecting PL purchase intention. Acc…
Analyzing Music Services Positioning Through Qualitative Research
Information technologies have produced new ways of distributing and consuming music, mainly by youth, in relation to both goods and services. In the case of goods, there has been a dramatic shift from traditional ways of buying and listening to music to new digital platforms. There has also been an evolution in relation to music services. In this sense, live music concerts have been losing their audiences over the past few years, as have music radio stations, in favor of streaming platforms. Curious about this phenomenon, we conducted an exploratory research in order to analyze how all these services, both traditional and new ones were perceived. Specifically, we aimed to study youth´s asse…
Attitude, Quality and Satisfaction Toward Distributor Brands in Durable Goods: The Influence of Consumers’ Price Consciousness
This study analyzes how consumers’ general attitude towards distributor brands, the perception held by the individual on the quality differences between distributor and manufacturer brands, as well as the anticipated satisfaction with the product are key variables for explaining the intention to purchase durable goods with distributor brands. As a significant contribution the influence of consumers’ price consciousness as a moderating variable is tested.