Search results for "Advertising"
showing 10 items of 680 documents
Motivations, engagement and adoption of e-WOM in restaurants.
2022
Resumen El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así co…
¿Cómo afecta la innovación en la satisfacción y la lealtad hacia el establecimiento minorista?
2021
Resumen En el presente estudio, se examinó el concepto de innovación en el sector minorista y se definieron sus relaciones con otras variables, como la satisfacción y la lealtad, tradicionalmente vinculadas con el establecimiento minorista. Para lograr los objetivos planteados, se delimitó un modelo teórico sustentado en la literatura, que se contrastó mediante un estudio empírico utilizando un cuestionario estructurado ad hoc aplicado a una muestra de 510 clientes de establecimientos de alimentación. El análisis de los datos se desarrolló mediante la técnica de regresión por mínimos cuadrados parciales. Los resultados permiten proponer un conjunto de recomendaciones para la gestión, fundam…
Consumer acceptance and primary drivers of liking for small fruits
2018
Small fruit grow naturally in northern Italy, but also in the Sicilian region (southern Italy) there are some areas with the essential climatic conditions for the development of this crop. Nevertheless, according to official statistics, the quantities of fresh small fruits placed on the Italian market are lower than in other European countries. The objective of this study was to assess consumer acceptance for sensory attributes and other intrinsic and extrinsic quality parameters of fresh small fruit, in order to know the primary drivers of liking and have a first understanding of reasons for the poor domestic consumption. Six focus groups with sensory test were carried out to assess consum…
Study of consumer perception of healthy menus at restaurants
2017
Abstract To improve food-away-from-home nutritional quality, not only must healthy food options be available but also consumers must respond by making those choices. However, this is not always possible, as consumers believe healthy foods are loss tasty. A new concept of gastronomy focused not only on sensations but also on nutrition and health is necessary. The aim of this research is to evaluate whether offering a healthy menu based on nutritional claims would be an interesting option for restaurants as well as to check the impact of proposed nutritional improvements on consumer’s acceptability of menus. 300 customers of a specific restaurant located in Valencia city center (Spain) partic…
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…
Health gains through loss frames: Testing the effectiveness of message framing on citizens' use of nutritional warnings.
2021
Abstract The aim of the present work was twofold: (i) to evaluate the effect of nutritional warnings and health-related packaging cues (nutrient claim and images of natural foods) on consumers' food choices, and (ii) to evaluate the influence of two types of messages (gain-framed and loss-framed) aimed at encouraging the use of such warnings and packaging cues on food choices. A total of 510 participants were recruited using an advertisement on Facebook and Instagram targeted at Uruguayan adult users. Participants were randomly allocated to one of three experimental groups: control (n = 167), loss-framed messages (n = 177) and gain-framed messages (n = 166). Then, they completed a choice-co…
Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services
2021
This research aims to demonstrate the mediating role of brand trust in the relationship between credibility and users' congruence with a sports services brand. The analysis was carried out using EQS 6.3 to perform the four required steps of the analysis (and the Sobel test was conducted for a public sports service and a private sports service. The results confirm the full mediation effect of brand trust in the case of the private service and a partial mediation for the public service. Therefore, this study confirms that credibility, in the presence of trust, ceases to have an influence on the congruence of users with the brand, which suggests that credibility is important at an initial stag…
Health/Nutrition food claims and low-fat food purchase: Projected personality influence in young consumers
2017
Abstract Health/nutrition food claims are increasingly used in the food industry but firms still require deeper research to develop a better understanding of consumers in the low-fat food market. In pursuit of this goal, this paper analyses the influence of projected consumer personality on healthy claim credibility, Perceived product health, physical appearance and its repercussion on attitudes (overall attitude to the product) and behaviours (purchase intention). With a sample of 300 young consumers (15–25 years old) and through PLS techniques, our results show that project personality influences the credibility of claims about healthiness and physical appearance. Both concepts play a sig…
Label Style and Color Contribution to Explain Market Price Difference in Italian Red Wines Sold in the Chinese Wine Market
2017
This study employs a hedonic price methodology to investigate the implicit price of individual labelling characteristics of Italian red wines sold in the Chinese market. Our results highlight the most important quality attributes (extrinsic and intrinsic) given in the label capable to explain price difference. In particular, reveal significant premium price for wine origin, identified in particular through the DOC/DOCG appellation given in the label, and for clean labels or labels with particular designs. On the contrary, a price discount has been revealed for Italian wines produced with local grape varieties and with a label characterised by warm colors. These results, partly in disagreeme…
The habitual nature of food purchases at the supermarket: Implications for policy making
2020
Abstract Supermarkets have become the most important provider of food products worldwide. However, empirical evidence about how consumers make their food purchase decisions in this environment is still scarce. The present field study aimed to: i) explore how people make their in-store food purchases, and ii) identify the information they search for when making those purchases. Consumers (n = 144) were intercepted when entering the facilities of three supermarkets in two Uruguayan cities. They were asked to wear a mobile eye-tracker while they made their purchases as they normally do. The great majority of the consumers bought at least one food product or beverage (92%) and, on average, exam…