Search results for " MARKETING"

Does Airbnb Disrupt the Private Rental Market? An Empirical Analysis for French Cities

2019

This article evaluates whether Airbnb rentals affect the rents in the private rental sector in eight cities in France. We estimate a hedonic equation for each city on individual data for apartments, allowing for heteroscedasticity and spatial error autocorrelation of unknown forms and using a large variety of structural and contextual characteristics of the apartments. We show that the density of Airbnb rentals puts upward pressure on rents in Lyon, Montpellier, and Paris, whereas it has no significant effect in other cities. If we restrict the analysis to the professional business of Airbnb rentals, which we define as the lodgings owned by an investor who rents either several “entire home…

Promoting Research and Landscape Experience in the Management of the Archaeological Networks. A Project-Valuation Experiment in Italy

2020

Archaeological sites are part of the history and identity of a community playing a strategic role on the different scales of the cultural and economic common life. Whereas on the one end the most famous archaeological sites attract huge flows of tourists and investment, on the other hand, many minor archaeological sites remain almost ignored and neglected. This study proposes a project-evaluation approach devoted to the &ldquo

Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer

2018

This study examines how five moderating variables (the length of the customer relationship, following a company in print media and on social media, remembering online advertisements, and the customer’s age) affect the relationships between perceived value and loyalty and satisfaction and loyalty in the grocery retailing sector. A series of hypotheses were developed and tested with a sample of 2,072 discount retailer customers in Finland. The results support all the direct effects hypotheses and show that perceived value and satisfaction both have a positive effect on loyalty, measured as a share of wallet and word of mouth and that the effect of perceived value tends to be stronger in the s…

Setting the future of digital and social media marketing research: Perspectives and research propositions

2021

in press The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues i…

Facilitators of and Barriers to Sustainable Development in Small and Medium-Sized Enterprises: A Descriptive Exploratory Study in Romania

2021

In the context of growing concerns regarding the deterioration of the environment and the increase in social inequalities, the concept of sustainability emerged as a response of companies, in order to contribute to community goodwill. The drivers and obstacles for the businesses engaging in sustainable policies have been explored at large by scientific literature. However, research gaps were observed, namely regarding SMEs, that tend to have a less formal and more fragmented approach to sustainability. The goal of our study is to determine the main barriers and facilitators for sustainability that Romanian SMEs face, and the connections between them and with the firms’ characteristics. Our …

The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

2019

The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...

Celebrity endorsement: influence of fan identification and brand collision on brand awareness and perceived value

2020

El deporte es un fenómeno social y económico en continua expansión, que contribuye a la prosperidad y la solidaridad en los países desarrollados (Aragonés, 2014). Ha sido reconocido por el Comité Olímpico Internacional como una herramienta para el fomento de la paz y las relaciones entre diferentes culturas. En relación a su vertiente económica, sobre la que se centra la presenta tesis doctoral, los ingresos generados fueron de 127 millones de euros en 2015, tal y como habían señalado las previsiones (PWC, 2011) y dio empleo a 1.700 millones de europeos en 2016 (Eurostat, 2018). Además, dada su pujanza y crecimiento en las últimas décadas, la industria del deporte ha sido objeto de interés …

Understanding brand strategy adoption by high tech SME managers

2014

Organizational Legitimacy and Stakeholder Trust in the Organization: A Feed-Forward Relationship

2018

The main goal of this study is to enlarge the understanding of the concept of legitimacy. In recent decades, organizational legitimacy has received a great deal of attention from researchers who have tried to establish how organizations acquire, manage, and use it. However, there is still no conceptual agreement on how organizational legitimacy should be understood and how it can be measured. This reflects the complexity in the literature about understanding this phenomenon and suggests research opportunities. This chapter aims to strengthen the understanding of the role legitimacy plays in organizations by reviewing the related literature and analyzing the relationship between legitimacy a…

Millenials’ intentions to book on Airbnb

2018

The sharing economy has witnessed a significant growth in recent years, enhanced by the development of online platforms. In particular, Airbnb has witnessed a significant worldwide year-on-year growth. Given the importance and popularity of Airbnb, it is crucial to examine which factors affect intentions to book on this website. This study proposes and tests a model based on the Theory of Reasoned Action, to examine millennials’ determinants of intentions to book on Airbnb. Based on two online surveys targeting millennials from Germany and China, the results show that intentions to book on Airbnb is mostly influenced by subjective norm, desire for unique accommodation and variety, attitude …