Search results

1 – 10 of 17
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 11 February 2025

Mónica Gómez-Suárez, Mónica Veloso and María Jesús Yagüe

This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the…

6

Abstract

Purpose

This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the mediating role of brand equity.

Design/methodology/approach

The study is based on a survey of 844 participants in a real event organised by a leisure Spanish destination with a large inflow of national and international attendees, in conjunction with the city government where it is located.

Findings

Attendees’ evaluation of the event exerted a significant positive effect on word-of-mouth. However, brand equity – which is built over time via past marketing actions – mediates this relationship. Meanwhile, brand familiarity moderates the relationship between people’s overall evaluation of the event, brand equity and positive recommendations.

Practical implications

These results offer guidance to destination managers regarding reoccurring experiential marketing events. Participants with high appraisal of events serve to create buzz and amplify the event experience for others.

Originality/value

The study is a novel attempt to analyse the influence of visitors’ experiences on brand destination outcomes by considering the moderating role of brand familiarity – an issue that, to our knowledge, has not been assessed in the context of events. The results make clear that mere exposure to a brand does not necessarily lead to brand equity and WOM. Instead, managers must design experiential events carefully – not only to convert sporadic visitors into frequent customers but also to keep consistent clients from losing interest.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Access Restricted. View access options
Article
Publication date: 29 March 2021

Natalia Rubio, Nieves Villaseñor and Maria Jesús Yagüe

Although value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail…

1142

Abstract

Purpose

Although value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage co-creation behavior on various levels: a basic level related to communication of service errors and a moderate-high level related to participation in service innovation. This study also proposes modeling for two different segments according to the participation in a loyalty program and according to the relationship duration.

Design/methodology/approach

A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Confirmatory factor analysis and multigroup structural equation modeling techniques were used to assess the proposed model.

Findings

The results show differences in the formation of co-creation behaviors depending on the customers analyzed. To encourage communication of service errors, customers affiliated to the program and customers with the longest customer-firm relationships must trust the distributor. Perceived support is crucial in encouraging feedback on service errors among non-affiliated and new customers. For promoting service innovation, the most significant antecedent is perceived support, followed by trust, independently of whether or not the customer belongs to the loyalty program. Customers with the longest relationship participate in co-innovation motivated equally by trust and perceived support. Customers with shorter relationship duration only participate in co-innovation if they perceived support.

Originality/value

This study contributes to deepening knowledge of co-creation behavior in the field of retail distribution. To date, research in this context has not considered the existence of various levels of co-creation: the basic level related to feedback on service errors and the moderate/high level related to participation in service co-innovation. Nor have studies tested the influence of trust and perceived support on these co-creation behaviors. Further, this study is the first study to integrate two significant variables that moderate retailers' strategy in the same model: membership in a loyalty program and duration of customer-firm relationship.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Access Restricted. View access options
Article
Publication date: 12 August 2019

Natalia Rubio, Nieves Villaseñor and Maria Jesús Yagüe

The purpose of this paper is to introduce the concept of customer’s value to the retailer (CVR) from a marketing perspective. CVR is a broad concept that has two components…

1199

Abstract

Purpose

The purpose of this paper is to introduce the concept of customer’s value to the retailer (CVR) from a marketing perspective. CVR is a broad concept that has two components: loyalty intentions to the retailer and intentions to try new products or brands that the retailer offers. This study proposes a theoretical model and considers the effect of three sources of CVR in consumer goods retailing: customer’s perceived functional service value, customer’s perceived private label brand (PLB) equity and customer’s perceived relationship value. The effects of the proposed antecedents are applied to two groups of customers: variety-seeking and non-variety-seeking consumers.

Design/methodology/approach

The questionnaire surveys were administered to customers of five retail firms with a nationwide presence in Spain (Carrefour, Auchan, Eroski, Mercadona, and El Corte Inglés). A total of 742 valid questionnaires was obtained.

Findings

The results show that the key differences between variety seekers (VS) and non-variety seekers (NVS) are imposed by PLB equity, which has a stronger relationship to both components of CVR for VS than for NVS. Relationship value has a stronger relationship to intention to try new products or brands for NVS than for VS. Finally, functional service value has a stronger relationship to intention to try new products or brands for VS than for NVS.

Practical implications

The results obtained for both groups have significant implications for segmentation and management of differentiated marketing strategies based on consumers’ characteristics (variety-seeking tendency).

Originality/value

This study establishes a new concept and measurement of CVR as determined by the customer him/herself. The paper provides a comprehensive analysis of how the relative importance of service, PLBs and relationships affect CVR. Finally, despite the fact that contemporary consumers tend to seek variety, the variety-seeking profile has not been used to date as a moderating variable in studies of CVR.

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Access Restricted. View access options
Article
Publication date: 4 June 2009

Sara Campo and María Jesús Yagüe

The effect of the antecedents of satisfaction on consumer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to…

1881

Abstract

Purpose

The effect of the antecedents of satisfaction on consumer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of consumer satisfaction – namely perceived quality and price.

Design/methodology/approach

To analyze the relationship between tourist consumer satisfaction and its main antecedents, we performed an empirical study on such issues with regard to the purchase of a package tour.

Findings

The results of this research are that the tourist's perception of quality has a positive and significant effect on his or her satisfaction. This effect is of greater magnitude than the effect produced by perceived price. The present study identifies two components in the total effect of perceived price on satisfaction. Those components have opposite signs: the negative effect of the sacrifice perceived by the consumer and the positive effect that shows the influence of price as a sign of quality. One can estimate the first effect from the price that the consumer recalls paying, which shows a non‐linear negative effect on satisfaction (following the model of “decreasing returns”). One can estimate the positive effect by the range of minimum and maximum prices that the consumer considers acceptable to pay for the product.

Originality/value

Entrepreneurs must know how improvement in service quality influences customer satisfaction and what price levels they might consider to increase consumer satisfaction and to influence positively the quality perceived by the consumer.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 3 no. 2
Type: Research Article
ISSN: 1750-6182

Keywords

Access Restricted. View access options
Article
Publication date: 1 October 2006

Javier Oubiña, Natalia Rubio and María Jesús Yagüe

The main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturer's perspective, in the current…

3752

Abstract

Purpose

The main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturer's perspective, in the current context, which is one of intense competition between manufacturer and store brands. Particularly, this research pursues to analyse the profile of store brand manufacturers, their perceptions about the retail management of these brands and their own product management of the same.

Design/methodology/approach

A postal survey was carried out directed at manufacturing business units of mass consumer products in Spain. Multivariate techniques are used in the information analysis such as contingency tables, variance and principal component analysis.

Findings

The results highlight the differences between manufacturers and non‐manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising for store brands; the greater number of production and market motivations versus the relational motivations in the manufacture of store brands; the no convenience of producing store brands for leading manufacturers, and the slight differences in the manufacturing process between manufacturer and store brands.

Research limitations/implications

The main limitation of this research is the fact that only the manufacturers' perceptions have been considered. It would be beneficial in future research to consider the opinion of retailers about their own management of these brands.

Originality/value

The main value of the paper is the empirical analyse of the store brand management from the manufacturer's perspective. This subject has been analysed from a general and basically theoretical perspective until now.

Details

International Journal of Retail & Distribution Management, vol. 34 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Access Restricted. View access options
Article
Publication date: 20 July 2012

Andres Cuneo, Pilar Lopez and Maria Jesus Yagüe

The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and…

5715

Abstract

Purpose

The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and test a measurement model that measures PLB brand equity across product lines.

Design/methodology/approach

A brand choice model is developed using a multinomial logit model and it is calibrated using a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three‐year period.

Findings

Prior research has considered PLB as the unbranded alternative to manufacturer brands. In this research empirical evidence is provided that PLB have built brand equity throughout their development and that this equity varies across the different PLB offered in the market, and across product lines.

Practical implications

These findings offer valuable insights to retailers on how to manage PLB and to manufacturers on how to approach and compete against them.

Originality/value

The vast majority of academic research has not approached the PLB phenomenon from a branding perspective. This research constitutes a first attempt to measure brand equity on PLB. It measures PLB brand equity for each typology of PLB in the market.

Details

European Journal of Marketing, vol. 46 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options
Article
Publication date: 11 July 2016

Mónica Gómez-Suárez, Myriam Quinones and Maria Jesús Yagúe

The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase…

991

Abstract

Purpose

The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase intention) in an international context and to investigate how each of them is influenced by selected perceptual characteristics of consumers, psychographic consumer traits and product evaluative criteria.

Design/methodology/approach

The data were obtained from a survey of 1,118 shoppers from six different countries. Consecutive chained multiple and logistic regression models that incorporated the main antecedents into each stage were applied.

Findings

The main results are as follows: first, quality inferences based on brand image and reputation have a significant positive effect on SB attitude; second, shoppers’ propensity to explore and their risk perceptions are antecedents of SB preference rather than SB attitude; and finally, impulsiveness has a significant positive impact on SB purchase intention.

Practical implications

The results can assist retailers in developing strategies according to the specific phase of their customers’ evaluative process: promoting expert recommendations and opinion-leader testimonials in the attitude formation stage, investing in innovation in the preference formation stage and improving the overall shopping experience in the purchase intention stage.

Originality/value

This paper extends research on the consumer decision-making process by empirically demonstrating that SB preference is a mediating variable between SB attitude and SB purchase intention. From a practical perspective, this work involves an extensive empirical study that aggregates data from shoppers across six Western countries. This multinational sample offers a high degree of external validity and generalisation of the results obtained.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Access Restricted. View access options
Article
Publication date: 14 September 2012

Andres Cuneo, Pilar Lopez and Maria Jesus Yague

The aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of…

3323

Abstract

Purpose

The aim of this paper is to provide evidence that private label brands (PLB) have the ability to build brand equity as they develop, and to determine whether the capitalization of PLB equity varies across consumer segments and product categories. The paper builds on previous research incorporating consumer‐level factors, showing their relevance as key determinants of PLB choice.

Design/methodology/approach

The brand choice model used is a multinomial logit model (MNL) calibrated with a consumer panel database of two product lines of yoghurt from 8,000 Spanish households for a three‐year period.

Findings

It is shown that PLB have been able to build brand equity throughout their development, across product categories; however, brand equity is capitalized across only some consumer segments. The use of consumer‐level factors to segment the market prior to measuring brand equity is necessary to allow the identification of consumer groups where equity is created.

Practical implications

Findings provide key directions to PLB managers regarding how to determine, approach and leverage the equity of their PLB across different consumer segments and product categories.

Originality/value

Prior research has attempted to measure PLB equity using product/brand factors and market factors, but without considering consumer‐level factors. In this research, consumer‐level factors, specifically consumer demographics, are incorporated into the analysis, and equity is measured across seven different consumer segments for two product lines.

Details

Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Access Restricted. View access options
Article
Publication date: 13 February 2009

Natalia Rubio and María Jesús Yagüe

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered…

1735

Abstract

Purpose

The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.

Design/methodology/approach

The paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.

Findings

The paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.

Research limitations/implication

The main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models or could only be considered to explain the inter‐category differences.

Practical implications

The results obtained have interesting implications for manufacturers and retailers in the management of the brands in their product portfolio and in the management of their relationships in the distribution channel.

Originality/value

This research provides integrated modelling of the store brand market share by jointly considering cross‐sectional and time effects using the panel methodology and proves that considering time avoids some counter‐intuitive results of cross‐sectional research.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 12 August 2019

188

Abstract

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

1 – 10 of 17
Per page
102050