Spanish Journal of Marketing - ESIC: Volume 25 Issue 1 , Open Access

The influence of website quality and star rating signals on booking intention: Analyzing the moderating effect of variety seeking

Tamara Belver-Delgado, Sonia San-Martín, Rosa M. Hernández-Maestro

The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on…

Combining sources of information to increase survey response rates

Miguel Guinalíu, Vidal Díaz de Rada

The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.

Consumption narratives: contributions, methods, findings and agenda for future research

Emad Rahmanian

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have…

The influence of banner position and user experience on recall. The mediating role of visual attention

Francisco Muñoz-Leiva, Luís Miguel Faísca, Célia M.Q. Ramos, Marisol B. Correia, Carlos M.R. Sousa, Marouan Bouhachi

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by…

Media and group influence on Generation Y consumers’ attitudes towards beauty products

Riane Cherylise Dalziel, Natasha De Klerk

The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular…

Viralization keys of messages in unofficial accounts during crisis periods: the case of Covid-19 on Twitter

Elena Cerdá-Mansilla, Natalia Rubio, Sara Campo

This study aims to analyze a backchannel account on news of the coronavirus at the beginning of the pandemic, with information not disseminated in official media due to the social…

The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

Minh T.H. Le

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship…