Search results for "Advertising"
showing 10 items of 680 documents
The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word‐of‐mouth advertising
2011
PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper intro…
Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract
2017
Sharing economy is affecting the global economy with increasing scale, as customers can exchange commodities in an organized way under the help of an enormous number of online platforms (Balck and Cracau 2015). In the context of holiday accommodation, Airbnb’ s growth has been stunning as now it has more available rooms than hotel giants like Marriott and Hilton (Weed 2015). In fact, research has highlighted Airbnb’s potential to disrupt the traditional accommodation sector (Guttentag 2013). Given the importance of Airbnb, it is crucial to examine which factors affect intentions to book an accommodation on Airbnb. This study proposes an integrative model based on the theory of reasoned acti…
The Dual Nature of Spreading Negative eWOM for Branded Offers: Emotional Reaction or Social Response? – A Structured Abstract
2017
The exchange of comments online about branded offers is defined in the literature as electronic word of mouth (eWOM). Most of the existing academic research on consumer behaviour focuses on positive emotions and behaviour about branded offers (Veloutsou and McAlonan 2012; Zarantonello et al. 2016). However, next to sharing positive comments, consumers are increasingly using online media to distribute unfavourable experiences and opinions about products and brands (Ullrich and Brunner 2015), and more research on the effects of the expression of negative comments online is needed. The negative electronic word of mouth (NeWOM) is defined in this study as negative statements made or distributed…
Influence of online shopping information dependency and innovativeness on internet shopping adoption
2008
PurposeThe paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.Design/methodology/approachThe impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.FindingsData analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are f…
Key drivers of consumer loyalty to Facebook fan pages
2014
Purpose – With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of affective links and long-term relationships with users. Design/methodology/approach – The impact of trust, fan page content dependency, attitude and consumer beliefs on loyalty to fan pages was tested through structural equation modelling techniques. The sample consisted of 691 Spanish Facebook users. Findings – Data analysis shows that attitude appears as a key variable in increasing loyalty to fan pages. T…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
Cosmetics Brand Equity Formation in Awareness of Latvian Consumer
2021
Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, …
Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company
2011
What is the best marketing strategy in video games? The literature is not unanimous in upholding the best strategy. Researchers investigating advertising effectiveness disagree on the value of product placement in video games and the methods firms should use with product placement strategies. The state of the question now must figure out the dichotomy between two perspectives: to identify the differences in the effectiveness of product placement in video games when using “traditional placement approaches” compared to the “branded entertainment approach”. The “traditional approach” to product placement in video games involves the product appearing as a visual object that is passive, used by …
Exploring User Behavior in Destination Websites: An Application of Web Mining Techniques
2021
The development of the Internet has so strongly affected the way a tourist destination can be promoted that portals now play an important role in defining the marketing strategies of tourist destinations. Hence, investigating website surfing behavior has become crucial to understanding the needs of potential tourists. Using Web Mining techniques, our study explores the information-seeking behavior of those who log on to a website promoting the island of Sicily, a well known tourist destination in the South of Italy. The study explores whether a tourist’s country of origin affects their information needs and surfing behavior. Actually, our results do show differences in behavior between user…
Acceptability of partially dealcoholized wines - Measuring the impact of sensory and information cues on overall liking in real-life settings
2009
International audience; In this study, the effect of partial alcohol reduction in wine on consumer expectation and overall liking was investigated in real-life settings (by a Home-Use-Test). By varying the wine in the bottle and by manipulating the information on the label, it was possible to assess the relative impact of sensory properties and information cues on overall liking. Standard Chardonnay and Syrah wines were partially dealcoholized from about 13.5% to about 9.5%. After bottling, these dealcoholized wines were presented once with information about real alcohol content (9.5%) and once with false information about alcohol content (13.5%). A third bottle with standard wine inside wa…