Spanish Journal of Marketing - ESIC: Volume 22 Issue 2 , Open Access

Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences

Riccardo Rialti, Alessandro Caliandro, Lamberto Zollo, Cristiano Ciappei

This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the…

The impact of positive emotional experiences on eWOM generation and loyalty

Antoni Serra-Cantallops, José Ramon-Cardona, Fabiana Salvi

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables…

What drives crowdfunding participation? The influence of personal and social traits

Yusimi Rodriguez-Ricardo, María Sicilia, Manuela López

Crowdfunding has become a popular and achievable means of funding projects worldwide. The purpose of this study is to determine which personal and social traits can increase…

Betting exclusively by private labels: could it have negative consequences for retailers?

José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Irene Esteban-Millat, Francisco J. Martínez-López

The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing…

Story of Aaker’s brand personality scale criticism

Ajay Kumar

Aaker’s brand personality scale (BPS) published in 1997 has revived hitherto sluggish interest in brand personality research. With time, the BPS, most cited work in brand…

The influence of cultural intelligence on intention of internet use

Angel Luis Coves Martínez, Carmen M. Sabiote-Ortiz, Juan Miguel Rey-Pino

Each culture is defined by norms, beliefs and values which influence and complicate individual thoughts and actions. Cultural intelligence (CQ) is a novel concept that reflects…