Spanish Journal of Marketing - ESIC: Volume 28 Issue 4 , Open Access

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Muhammad Talha, Zonaib Tahir, Iqra Mehroush

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer…

Impact of process and outcome quality on intention for continued use of voice assistants

Álvaro Saavedra, Raquel Chocarro, Mónica Cortiñas, Natalia Rubio

This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome…

Consumer-based retailer equity and retail patronage behaviors: interaction effect of involvement

Bushra Sajid, Sadia Cheema, Raouf Ahmad Rather

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the…

Emotional, cognitive and behavioural repercussions of hotel guests' experiences

Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes, Luiz Rodrigo Cunha Moura

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study…

How social CRM and customer satisfaction affect customer loyalty

Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche, Razane Chroqui

Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).

Why do customers value m-banking apps? A stimulus-organism-response perspective

Nikolina Palamidovska-Sterjadovska, Jana Prodanova, Anita Ciunova-Shuleska

Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the…