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The purpose is to evaluate the effect of positive and negative traditional word-of-mouth (PWOM and NWOM) on price-based quality perceptions of middle-range wine (price comprised between US$4 and US$12), considering the moderator role of type of relationship between source and receiver –in terms of the strength-of-tie – and the wine expertise of the source.

A between-subjects experimental design was employed to test the hypotheses. The dependent variable, perceived quality, was analysed using analysis of variance (ANOVA) and independent samples t-tests.

(1) WOM significantly affects price-based wine quality perceptions only when the source is perceived as expert, and independently on the type of relationship between source and receiver. (2) WOM has no “additive effect” on price-based quality perceptions for all but one condition (PWOM about high-priced wine from a close and expert source). (3) WOM results more useful than price to assess quality mainly in “contradictory” situations.

The main limitation is related to the fact that is an experiment, specifically the manipulation of strength-of-tie and source expertise. Although manipulation checks show good results for the procedure, future research should try to design better ways to manipulate these variables, or different procedures to capture similar data.

Managerial efforts aimed to the encouragement of PWOM will be more efficient in markets with a high proportion of experts. Also, the marketing strategy of stimulating PWOM would be more effective for wines in the low-price category.

This study contributes to understand the impact of WOM on wine quality perceptions by examining if WOM affects priors price-based quality perceptions. In particular, we determine if price-based quality perceptions are able to be modified by PWOM and NWOM, a “competing” approach that is novel within the wine literature in which price is usually the most used cue to elaborate quality perceptions.

The purpose of this paper is to investigate buyers' perceptions and preferences for three different packaging formats of low-priced wines existing in the Chilean market: Brick Liquid Carton, Traditional Glass Bottle (0.75 L), and Magnum Glass Bottle (1.5 L). Since differences between these packaging formats do not permit a comparison of intrinsic packaging attributes, a consumer-centered perspective was adopted, with consumption occasion, perceived packages properties and demographic characteristics used as explanatory variables.

Data were collected through the administration of an online structured questionnaire. The study sample consisted of 433 low-income wine buyers who declared to buy low-priced wine in different package formats.

Findings reveal that preferences for different packaging options of low-priced wines vary depending on consumption occasion and that there are marginal effects of gender and age on these preferences. Also, results show that buyers' associations of different formats to relevant features are not equal, with perceived differences observed not only in features related to intrinsic package properties but also in terms of the properties of the wine they contain.

The results of this study have several implications for managers in the wine industry. First, and as preferences for alternative formats depend on the consumption occasion, marketing campaigns reinforcing these preferences or showing alternative occasions can be adopted. Second, the BLC format seems to be more accepted by younger consumers, and thus focusing on this segment can be a good alternative for companies selling wine in this format. Finally, firms selling wine in alternative package formats should try to educate or inform consumers about the marginal or null impact of packages on wine properties.

The study sheds light on the perceptions and preferences for alternative package formats within the wine industry, a topic that has been scantly explored. Specifically, it provides valuable marketing insights regarding the impact of consumption occasion on these preferences and the main features associated with the studied formats.

Drawing on push and pull entrepreneurship theory, this research investigates how and why social media users become social media influencers (SMIs), a specific type of digital entrepreneur.

Adopting a phenomenological perspective and following a process approach, a total of 35 semi-structured face-to-face interviews were conducted with SMIs of different ages, follower numbers and associated with diverse areas of expertise. Subsequently, via interpretative analysis of interviewees' narratives and reasons for becoming SMIs, relevant motivations and events were uncovered and described.

The findings showcase two types of SMIs: “Entrepreneurial Influencers” and “Influential Entrepreneurs”. Their motivations and the path they followed on their entrepreneurial efforts were also uncovered. Finally, based on these findings, a new entrepreneurial motivational driver is proposed.

Public entrepreneurial incentive policies should consider SMIs as a specific type of would-be entrepreneurs with some advantage in terms of prominence and reputation, which might help them to successfully initiate and consolidate traditional entrepreneurial activities.

This paper is among the first to examine SMIs from an entrepreneurial perspective, contributing to the nascent digital entrepreneurship literature.

While managers and researchers recognize that corporate social responsibility is positively related to some corporate performance measures, the instrumental reason for this linkage is still unclear. The present research proposes that this relationship can be better understood if the concept of trustworthiness is included.

Using an experimental design, the present research presents a study in which the presence or absence of environmental commitment information in a company profile is manipulated and presented to consumers, and reports the differences in the measures of consumers' perceptions of company trustworthiness and its sources originated by this manipulation. The analysis of these differences provided evidence of significant positive effects on perceived benevolence and negative effects on perceived ability measures.

The findings of the present research seem to indicate that, in some contexts, companies' cause commitment can have different (positive and negative) effects on consumers' perception of firms' trustworthiness.

The small sample size is the principal limitation of the study. Also the exclusion of personal and cultural values as moderators of the effects is a limitation. Therefore, results should be analyzed carefully because they could vary if the study is replicated in a different culture. Future research should include these personal and cultural variables in a more comprehensive model.

Managers must manage carefully this type of company commitment and the communication of these corporate activities to stakeholders.

This paper tries to analyze from the individual behavior perspective the relationship between corporate social responsibility and corporate trustworthiness.

This paper aims to investigate the influence of consumption situation on the use of extrinsic cues, such as price and expert opinion, in the assessment of different types of risk associated to purchase decisions.

An experimental design was conducted in a sample of 128 postgraduate students, using red wine as product category. The experiment manipulated consumption situation, price, and expert opinion about the product. Different types of risks associated with the purchase decision and purchase intention were then measured.

Results suggest that consumption situation affects the use of price in the assessment of performance risk, but only in the case of negative expert opinion about the products. Additionally, expert opinion demonstrated to have a strong effect reducing performance risk and increasing intention to buy.

The main limitations of the present research are associated with the exploratory and inconclusive characteristic of the performed mediation tests, and the use of just one product category in the research. Future research should replicate the study in other product categories and include other types of extrinsic cues.

Managers should consider the complex effects of price on the assessment of risks related with a purchase, and the effect of consumption situation on the process. In addition, managers should use positive expert opinions in advertising and point‐of‐purchase material.

The study analyzes the influence of consumption situation on consumers' use of different extrinsic cues to assess risks associated with the purchase of uncertain quality products.

The purpose of this paper is to report on lab experiments conducted to determine what impact managerial top-down knowledge transfer has on a middle manager’s individual ambidexterity and decision performance.

The authors designed an experimental approach using a business simulator to test the hypotheses with middle managers. The methodological approach provides the authors with a framework to enhance the middle manager’s understanding of how to attain superior short-term financial results by exploiting current resources, in addition to mastering new strategies to avoid a potential business bankruptcy.

The results suggest that top-down managerial knowledge inflow benefits middle manager strategic decision making, as well as his/her short- and long-term performance. Nonetheless, the best short-term results were achieved by those middle managers that mastered both exploitation and exploration activities simultaneously.

The contribution of this paper is to identify and test a control mechanism called top-down inflows that enhance middle manager’s ability to exploit current resources to increase financial performance, and exploring new strategies to avoid a business bankruptcy.

This paper aims to focus on the perceived role of clusters in inter‐firm cooperation and social networks.

The study was carried out in a region of Latin America where limited research has been conducted in terms of inter‐firm relationships. Managers from three key natural resources‐based industries in Chile participated in the survey; one of these industries constituted a well‐defined cluster whereas the other two did not. The survey assessed managers' perceptions of the benefits and opportunities of inter‐firm cooperation in strategic marketing activities.

Results support the advantages of clusters. Managers of firms which are part of clustered industries tend to perceive more benefits and opportunities for inter‐firm co‐operation in marketing activities. Additionally, significant differences between clustered and non‐clustered industries in terms of their co‐operation behavior and objectives were found.

The findings shed light on strategies for the enhancement of inter‐firm cooperation in marketing, of particular value for marketers in small‐and‐medium sized enterprises. The paper suggests establishing new clusters and promoting more regional clusters policies since clustering seems to provide better and positive inter‐firm interaction leading to cooperation.

There are lessons to be learned at national and regional levels for Latin American and emerging economies fostering new industry cluster policies.

Clustered firms and industries may result in more innovative marketing strategies at both local and international levels than non‐clustered firms. The authors encourage regional development bodies to foster more cooperation among firms and trade associations.