Spanish Journal of Marketing - ESIC: Volume 23 Issue 1 , Open Access

The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy: Customers’ environmental concern approach

Mohammad Taherdangkoo, Beikpour Mona, Kamran Ghasemi

This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy…

The moderating influence of involvement with ICTs in mobile services

Cristina Calvo-Porral, Manuel Nieto-Mengotti

The growing availability of wireless internet services and the great popularization of smartphones and other mobile devices means a greater challenge for mobile service companies…

Different kinds of research shoppers, different cognitive-affective consequences

Nuria Viejo-Fernández, María José Sanzo-Pérez, Rodolfo Vázquez-Casielles

Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and…

Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

Daniel Belanche, Isabel Cenjor, Alfredo Pérez-Rueda

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen…

Facebook’s power: factors influencing followers’ visit intentions

Francisca Blasco-Lopez, Nuria Recuero Virto, Joaquin Aldas Manzano, Daniela Cruz Delgado

The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the…

Setting acceptable prices: a key for success in retailing

F. Javier Rondan-Cataluña, Bernabe Escobar-Perez, Manuel A. Moreno-Prada

This research enables the authors to highlight the importance of proper pricing for retailers. The purpose of this paper is to demonstrate the importance of demand-based pricing…