Search results for "Advertising"
showing 10 items of 680 documents
Effect of customer heterogeneity on the relationship satisfaction–loyalty
2014
Abstract The need to study the differences among consumers due to their behavioural heterogeneity and the highly competitive consumer markets is recognized. In this paper, we analyse the potential heterogeneous shopping assessment in retail and how that experience may influence on consequent customer loyalty in a different way. The effects of satisfaction on attitudinal and behavioural loyalty and positive word of mouth are estimated by a finite-mixture structural equation model, and unobserved heterogeneity is analysed simultaneously. The results show that there are three latent segments where the strength of causal relationships differs which mean that there is an overestimation of the im…
Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study
2008
The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.
Consumer Behavior Knowledge for Effective Sports and Event Marketing
2011
Consumer Behavior Knowledge for Effective Sports and Event Marketing L. R. Kahle & A. G. Close (Eds) New York, NY: Routledge, 2011, 348pp., ∈68(£55), ISBN 978-0-4158-7358-1 Lynn R. Kahle (Universit...
The Impact of Integrated Marketing Communications on Hotel Brand Equity
2020
The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in R…
Why Some Internet Users Don’t Buy Air Tickets Online
2010
This work attempts to identify the determinant variables that make some Internet users not to buy airline tickets online. The Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) have been used as the conceptual reference framework, with the addition of the influence of perceived risk and trust. The results of the empirical study of Internet users who never have purchased an airline ticket online suggest that both subjective norm and attitude have a direct influence on airline ticket purchase intention. Ease of use has also proved to be a significant variable, because it has an indirect influence on behaviour through perceived usefulness, trust and risk. Risk, trust a…
Flashes in the tunnel: the opening in news at the time of Nou according to the protagonists
2016
Canal 9 –o Nou, como se llamó en su última etapa– con su carácter ejemplarizante para el resto de autonómicas, se convierte en el objeto de estudio perfecto para los investigadores en comunicación. El trabajo se centra en la última etapa de RTVV, bajo la influencia de un nuevo estatuto legal, que dotaba a la televisión de herramientas presuntamente facilitadoras de la pluralidad en los informativos. Mediante un análisis cualitativo basado en entrevistas semiestructuradas a un panel de expertos, intentamos averiguar si se produjo en ese tiempo un cambio apreciable en la redacción de Canal 9, combinado con un cambio de talante en la gestión de la empresa. La conclusión, con los matices que de…
Brand Perception and Its Relation to Perceived Performance of a Public Sports Service
2015
In sport context, many contributions are involved in the perception of quality and satisfaction in sport services, but in regards to brand perception, such studies are much less common. Virtually no work is aimed at brand awareness of sports services. In the book chapter the authors expose a case study that analyze the users perception of the image of the service and is related to some performance indicators such as quality of service, satisfaction and future intentions. Data analysis is performed using structural equations and measurement scales adapted to sports facilities. The results of this study show that quality is explained by congruence with a high percentage of variance (76.6%), t…
Unlocking behaviors of long-term service consumers : the role of action inertia
2017
Purpose The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM, and repatronage intention and WOM. Design/methodology/approach The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling. Findings Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literat…
Effects of dissatisfaction in tourist services: The role of anger and regret
2011
Abstract Dissatisfied customers due to a service failure probably will switch the provider, will complain and/or will spread negative word-of-mouth. However, to what extent some specific emotions triggered by dissatisfaction can mediate between the latter and the previous mentioned behaviours? A sample of 359 users of restaurants and 308 users of hotel services has shown that, whereas anger has a significant influence on the three behaviours under study, regret only affects switching and negative word-of-mouth. Furthermore, slight differences between hotels and restaurants have been found because, in the case of restaurants, anger is not an antecedent of switching whereas regret has an inve…
Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels
2016
Purpose– The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined.Design/methodology/approach– The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests.Findings– Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the thr…