0000000001309485
AUTHOR
Rafael Curras-perez
Live and online music festivals in the COVID-19 era: analysis of motivational differences and value perceptions
Purpose – This research has three objectives: to identify whether there are motivational differences between attending live and online music festivals, to know whether these motivations vary according to the sociodemographic characteristics of the attendees, and to analyse the perceived value-satisfaction-behavioural intention chain for both types of festivals. Theoretical framework – We base our research on push and pull factor theory of motivations. We analyse push motivational factors behind participation in live and online music festivals. Push factors are psychological benefits that individuals perceive they will gain from attending events, such as entertainment, socialization and esca…
Do Consumers Really Care about Aspects of Corporate Social Responsibility When Developing Attitudes toward a Brand?
The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is ...
Brand credibility in cause‐related marketing: the moderating role of consumer values
PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…
How social, environmental, and economic CSR affects consumer-perceived value: Does perceived consumer effectiveness make a difference?
This study analyzes the influence of consumer‐perceived dimensions of corporate social responsibility (CSR) from a sustainable development approach (i.e. economic, social, and environmental) on the dimensions of perceived value (i.e. utilitarian, emotional, and social value). The study also analyzes the moderating effect of perceived consumer effectiveness (PCE) in the value generation process around CSR. A theoretical model is estimated with data from 661 consumers of Inditex or Danone products, leading firms in the textile and dairy sectors, respectively. Results indicate that functional value is determined by economic and social dimensions of CSR. Emotional value can be enhanced through …
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…
Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit
The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct antecedent to consumer evaluations of CrM. Thus, the main objective of this research is to examine the moderator role of cause–brand fit in the influence of two corporate associations elicited in CrM (corporate social responsibility (CSR) and corporate ability (CA) associations) on brand attitude and two behavioural consumer responses (purchase intent an…
Teachers’ beliefs about gamification and competencies development: A concept mapping approach
Despite an increasing academic attention towards both gamification and competencies-based education, little is known about Higher Education teachers’ beliefs regarding the use of gamification to develop students’ competencies. To fill this research gap, concept mapping was used to cluster teachers’ beliefs in 4 dimensions regarding the use of gamification to develop students’ competencies. Our findings suggest that teachers believe that gamification encourages team working and oral communication skills. Moreover, critical thinking and social skills development were also found as some of the benefits that teachers believe the use of gamification can provide to the development of students’ co…
Nuevas fórmulas publicitarias: los advergames como herramienta de las comunicaciones de marketing
Los advergames son videojuegos orientados a la comunicación publicitaria. Su naturaleza de mensaje híbrido, al combinar contenido publicitario y contenido de entretenimiento, aporta interesantes posibilidades al desarrollo de comunicaciones de marketing en un entorno mediático en el que la publicidad tradicional ha ido perdiendo eficacia. El presente artículo delimita el concepto de advergame, analizando las diferentes tipologías existentes y sus efectos sobre diversos objetivos de marketing y de comunicación. Asimismo, se apuntan algunas recomendaciones a la hora de desarrollar comunicaciones de marketing mediante advergames, así como las cuestiones éticas y morales que deben considerarse
Factors contributing brand attitude in advergames: Entertainment and irritation
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…
The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour
Nowadays, television media has evolved into an important channel of direct selling that brands and advertisers are exploiting. Many technological changes (e.g., digital television appearance or the integration of Internet in the TV medium and mobile technology) have increasingly led to consumers see television as a channel for purchasing products and services and as a source of information (Beyer et al., 2007). However, researchers have put little interest on teleshopping, one of the consumer behaviour phenomena.
Effects of Corporate Social Responsibility on consumer brand loyalty
Abstract Purpose: This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach: We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings: This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfa…