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Article
Publication date: 7 August 2017

Ana M. Arboleda, Carlos Arce-Lopera and Samuel González

The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively…

388

Abstract

Purpose

The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement.

Design/methodology/approach

This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric).

Findings

Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric.

Practical implications

These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product.

Originality/value

Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).

Propósito

Este estudio evalúa en qué medida los consumidores pueden reconocer un aroma en un contexto congruente con el producto o con el usuario, respectivamente, calidad del objeto o involucramiento del sujeto.

Diseño/metodología/aproximación

Este artículo consiste en dos estudios experimentales. El primero evalúa la capacidad de los individuos para reconocer tres aromas: cuero, cuero sintético y tela. El segundo estudio evalúa de qué forma un contexto de referencia (calidad o involucramiento) influye en la capacidad para reconocer un aroma (cuero y tela).

Hallazgos

Los resultados confirman la dificultad para el reconocimiento del aroma mostrando, en el primer estudio, un bajo nivel de consistencia en las respuestas de los sujetos. El segundo estudio muestra una interacción entre el tipo de aroma y el contexto de los consumidores: Sujetos que se les induce a pensar en la calidad del producto tienen un reconocimiento del aroma más acertado cuando huelen cuero; mientras que sujetos que se inducen a pensar en sí mismos tienen un reconocimiento del aroma más acertado cuando huelen tela.

Implicaciones prácticas

Los resultados pueden ser utilizados en la comunicación de la marca. Un aroma, como el del cuero, deberá destacar en la comunicación atributos de calidad. Si el producto no tiene aroma, la comunicación debe destacar el sujeto que usa el producto.

Originalidad/valor

Estudios previos señalan la importancia de la consistencia entre el aroma y las estrategias de mercadeo de un producto. Este estudio complementa estos hallazgos diferenciando el contexto en el que se presenta un aroma considerando el producto (atributos de calidad del objeto) o el individuo quien lo usa (involucramiento del sujeto).

Details

Academia Revista Latinoamericana de Administración, vol. 30 no. 3
Type: Research Article
ISSN: 1012-8255

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Article
Publication date: 30 January 2024

Ana M. Arboleda and Acosta Pilar

This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase…

215

Abstract

Purpose

This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase intention with respect to 12 sustainability claims.

Design/methodology/approach

A mixed-model experiment was conducted with seven fruits (i.e. guava, pineapple, red apple, green apple, red grape, green grape and avocado) to evaluate the effects of the 12 sustainability claims on purchase intention through moral satisfaction, relative to a control condition.

Findings

The results show that claims of supporting local farmers are those that move consumers the most. Claims regarding local farmers' production positively affect moral satisfaction and purchase intention.

Practical implications

This paper takes a consumer behavior approach to sustainability, enabling organizations to consider consumer behavior outcomes that could affect their strategic investments and commitment to social responsibility.

Originality/value

Food-related studies have not produced consistent results with respect to the relevance that sustainability claims have for consumers. This study differs from previous studies, as it focuses on fruit, a product that is important for social and environmental sustainability issues. This study demonstrates that, in the case of fruit, sustainability arguments are meaningful to young consumers through the mediating effect of moral satisfaction. Thus, the effect of claims is predicted by the meaning these arguments have for the consumer.

Propósito

Este artículo evalúa las respuestas de los consumidores a los argumentos de sostenibilidad en una fruta. Se comparan los efectos de este factor en la satisfacción moral y la intención de compra de los consumidores con respecto a 12 argumentos de sostenibilidad.

Diseño/metodología/enfoque

Se realizó un experimento de modelo mixto con siete frutas (guayaba, piña, manzana roja, manzana verde, uva roja, uva verde y aguacate) para evaluar los efectos de los 12 argumentos de sostenibilidad sobre la intención de compra a través de la satisfacción moral, en relación con una condición de control.

Hallazgos

Los resultados muestran que las afirmaciones de apoyo a los agricultores locales son las que más influyen en los consumidores. Las afirmaciones relativas a la producción de los agricultores locales afectan positivamente a la satisfacción moral y a la intención de compra.

Implicaciones prácticas

Este trabajo adopta un enfoque de la sostenibilidad basado en el comportamiento del consumidor, lo que permite a las organizaciones considerar los resultados del comportamiento del consumidor que podrían afectar a sus inversiones estratégicas y a su compromiso con la responsabilidad social.

Originalidad

Los estudios relacionados con la alimentación no han arrojado resultados consistentes respecto a la relevancia que los argumentos de sostenibilidad tienen para los consumidores. Este estudio difiere de los anteriores, ya que se centra en la fruta, un producto importante por cuestiones de sostenibilidad social y medioambiental. Este estudio demuestra que, en el caso de la fruta, los argumentos de sostenibilidad son significativas para los consumidores jóvenes a través del efecto mediador de la satisfacción moral. Así, el efecto de los argumentos se predice por el significado que estos tienen para el consumidor.

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Article
Publication date: 19 January 2023

Ana M. Arboleda, Luciana C. Manfredi, Giuseppina Marcazzo and Christian Arroyo

This research aims to reach meaningful insights into fruit consumption motives. The study articulates contextual motives observed through inherent fruit characteristics (i.e…

117

Abstract

Purpose

This research aims to reach meaningful insights into fruit consumption motives. The study articulates contextual motives observed through inherent fruit characteristics (i.e. attributes and benefits) with personal motives that transcend the situation (i.e. emotions and cultural values).

Design/methodology/approach

This qualitative study used the focus group technique comprising eight groups of eight to 10 subjects (n = 94). The participants were frequent fresh-fruit consumers.

Findings

The analysis differentiates contextual motives from transituational ones. Older participants are motivated by taking care of health matters. They value fruit as an expression of their determination to take action and care for others. Younger participants are motivated by the experience of pleasure. Fruits have a hedonic value related to joy, being refreshing and tasteful.

Practical implications

Results serve marketers and decision-makers to better target motivations for fruit consumption enhancement. These motivations could be implemented by communicating specific fruit attributes that respond to short-term needs. In the long run, marketers could create fruit consumption campaigns that respond to deeper consumer values.

Social implications

Designing fruit consumption campaigns aligned with individuals' motives could effectively strengthen the adoption of a healthy lifestyle. This study is helpful from the aspect of a public-policy approach expected to improve public health.

Originality/value

Consumers' fruit preference transcends tangible product characteristics to motives aligned with their goals, emotions and human values. This path merges two approaches: contextual motivations and the Means-end chain model. The first approach recognises short-term observable product characteristics, whereas the latter works on long-term values.

Details

British Food Journal, vol. 125 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 27 May 2014

Ana M. Arboleda and Julio C. Alonso

The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention.

1391

Abstract

Purpose

The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention.

Design/methodology/approach

The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire.

Findings

Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion.

Practical implications

The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product category.

Originality/value

This paper conceptually and empirically combines two different areas of knowledge (design and consumer behavior) under the design awareness construct. This concept evaluates consumers’ perceptions about new products, facilitating more accurate decisions in cases of innovation.

Details

Academia Revista Latinoamericana de Administración, vol. 27 no. 1
Type: Research Article
ISSN: 1012-8255

Keywords

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Article
Publication date: 28 February 2023

Francisco Peco-Torres, Ana I. Polo-Peña and Dolores M. Frías Jamilena

This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management…

663

Abstract

Purpose

This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.

Design/methodology/approach

A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.

Findings

The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.

Practical implications

Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.

Originality/value

The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

研究目的

本研究探讨旅游公司战略性在线声誉管理的前因和后果。建议 a) 客户关系管理 (CRM) 是战略性在线声誉管理的先决条件, b) 品牌资产是战略性在线声誉管理的结果, c) 在线工具的使用调节战略性在线声誉管理的效果- 品牌资产的声誉管理和 CRM。

研究设计/方法/方法

本研究对连锁酒店的在线营销经理进行了定量实证研究。结构方程模型 (SEM) 用于验证所提出的关系。

研究发现

CRM 是战略在线声誉管理的前身, 战略在线声誉管理和 CRM 对经常使用一系列在线工具的公司的品牌资产产生积极影响。在有限使用在线工具的情况下没有发现这种效果。

研究实践意义

希望寻求通过战略性在线声誉管理实现更大品牌资产的旅游公司应实施 CRM 并广泛使用在线工具。

研究原创性

本研究的主要贡献在于:(i) 本研究联合实证分析战略性在线声誉管理的前因和后果; (ii) 本研究探讨了使用在线工具对在线战略(例如在线声誉管理和 CRM)对品牌资产的影响的调节作用; (iii) 本研究探讨了 CRM 在在线媒体中的影响。

Available. Content available
Book part
Publication date: 21 November 2024

Abstract

Details

Punishment in Latin America: Explorations from the Margins
Type: Book
ISBN: 978-1-83797-328-6

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