Search results for "Brand attitude"
showing 6 items of 6 documents
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 …
LAS REDES SOCIALES VIRTUALES Y LAS MARCAS: INFLUENCIA DEL INTERCAMBIO DE EXPERIENCIAS eC2C SOBRE LA ACTITUD DE LOS USUARIOS HACIA LA MARCA
2013
RESUMENFrente a la irrupción de los nuevos medios de comunicación digital, las marcas se enfrentan al desafio de encontrar nuevos formatos, tonos y contenidos que capturen la atención de los usuarios que navegan por las redes sociales. Este artículo indaga la eficacia publicitaria de las campañas en redes sociales virtuales (actitud hacia el anuncio, actitud hacia la marca e intención de compra) utilizando el Modelo de Mediación Dual y el MOA (motivación, oportunidad, habilidad). Los resultados constatan la influencia que el intercambio de experiencias eC2C (experiencias online entre consumidores) tiene en la actitud hacia la marca y de ésta en la intención de compra y en el eWOM (boca a oí…
Populated Places and Conspicuous Consumption: High Population Density Cues Predict Consumers’ Luxury-Linked Brand Attitudes
2021
Population density has been identified as an ecological factor with considerable behavioral implications. The present research aimed to examine whether the mere perception of more (vs. less) populated places can change consumers’ luxury-linked brand attitudes. To this end, we experimentally manipulated consumers’ perceptions of population density using pictorial exposure to high (vs. low) population density cues. The results revealed a significant interaction between manipulated population density and perceived brand luxury on brand attitudes. Specifically, exposure to high rather than low population density cues resulted in more positive (negative) attitudes toward brands deemed to be more…
Effects of Corporate Social Responsibility perception on consumer satisfaction with the brand
2016
Abstract Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction. In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfaction with CSR training and environmental initiatives, but a negative direct relationship between CSR corporate communication initiatives and customer satisfaction. The second study, through an empirical study based on an online survey of consumers, points to a positive relationship between CSR and customer satisfaction. Our findings sugges…
Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions
2018
The purpose of this research is to examine the effects of different webcare strategies (defensive, accommodative, no action) across two different types of social media (TripAdvisor and Twitter) on hotel attitude and booking intentions. The results of an experimental design show that negative electronic word-of-mouth (NWOM) has a negative effect on attitudes and booking intention. Moreover, the benefits derived from the type of response vary depending on the social media type in which NWOM appears. The findings also suggest that no response is worse than either defensive or accommodative responses.
Making and breaking relationships on social media: the impacts of brand and influencer betrayals
2021
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purc…