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The main aim of this work is to design a model in which service quality receives satisfaction and trust and they have influence on happiness and loyalty.

A SEM-PLS model is designed to explain the happiness of athletes. This is tested through a survey of Spanish karate federates. The sample proposes 693 responses are collected.

The results indicate that service quality has a strong positive influence on satisfaction and trust, and it has an indirect influence on happiness and loyalty of the Spanish karate federates.

This article contributes to the literature increasing the knowledge of the variables that have positive influence, as antecedents of happiness and loyalty in karate federations.

The results of this study can help the decision-making of the governing boards of sports federations so they will be more aware of the strategies that promote the happiness and loyalty of the athlete.

One of the original contributions of this work is that the model shows the loyalty, happiness, trust and satisfaction as a result of quality services.

The study of the background to programmatic advertising is of great interest in the context of digital marketing. Therefore, the main aim of this research is to define a structural equation modelling (SEM) model, which allows studying the relationship between the usefulness and privacy of online ads to increase the effectiveness and efficiency of campaigns through the use of computation and big data.

A cross-sectional descriptive study based on the Web Browsers Survey was carried out on a sample of 24,062 Internet users by the Association for Media Research. The partial least squares structural equation modelling method (PLS-SEM) was applied to evaluate the model with the study constructs and test the hypotheses.

The result of this research allows us to know how perceived usefulness (U) and perceived annoyance (A) affect users' privacy concerns (P) and concerns about the storage and use of their data through cookies (C). The authors also seek if there is any relationship between privacy concerns (P) and cookies (C) on users' level of Internet usage (IU).

One of the novelties of this study is the consideration not only of Internet user perceptions but also their concerns about privacy and the use of cookies, as key variables in the strategic management of the use of programmatic advertising in digital marketing.

The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty.

A transversal descriptive study based on primary data were, therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanish population. The Partial Least Square method was applied to test the hypotheses.

The results of this research tell us which variables have a positive influence on consumer loyalty to fashion brands, where brand image, satisfaction and consumer happiness are the determining variables of loyalty.

This model has important implications and contributes both to the literature and to the choice of differentiation and brand positioning strategies for marketing to a global and highly competitive market.

One of the novelties of this study is the fact that it considers the consumer happiness variable as an antecedent to loyalty in the fashion consumer sector.

This study aims to analyze the relationship between expectations of change after a crisis, such as that generated by COVID-19, people's levels of happiness and the propensity for pro-sustainable behavior.

Surveys were conducted using 1,130 observations. The aim was to measure expectations of change during the pandemic. Furthermore, the relationship between these expectations, happiness levels, and attitudes towards sustainability was analyzed for various elements of daily life. Statistical techniques such as principal component analysis (PCA), cluster analysis, variance analysis and correlation analysis were utilized to explore the underlying patterns and relationships.

Optimistic expectations for post-pandemic change are associated with a greater likelihood of engaging in environmentally beneficial behaviors, leading to higher levels of life satisfaction. This correlation is particularly significant when individuals envision broader transformations in the collective behavior of humanity. These findings suggest a strong link between beliefs in positive societal transformations and both pro-environmental actions and personal well-being.

The unique circumstances of the pandemic, characterized by heightened media consumption, likely influenced the expectations of individuals, particularly fostering pessimistic outlooks in critical situations. Clear and solid variables were utilized despite not employing validated scales to measure expectations. However, it has been proven that there is a clear link between change expectations, happiness, and the propensity for a more sustainable daily life.

This study identifies guidelines that strengthen brands' communication strategies based on individuals' sustainability profiles and visions of the future.

There is a need to target skeptical, change-resistant segments of the population with a more convincing and solid discourse to promote sustainable consumption and behavior.

This is the first study to simultaneously address the relationship between individuals' expectations of change following traumatic events such as the pandemic, their engagement in sustainable behavior, and their increased levels of happiness.

The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.

For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.

The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.

The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.

One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context.

In building the model, a partial least squares structural equation modeling approach was followed. More than 1,000 executives with a C-level profile (chief executive officer, chief marketing officer or chief digital officer), from manufacturers and wholesalers, in various industries worldwide were contacted. The final sample consisted of 124 C-level executives in multinational B2B companies from 35 countries worldwide.

The principal finding is that optimal omnichannel management must involve a customer-centric proposition forming the basis for individualized marketing that tailors the company’s portfolio of solutions to suit each client. To ensure this, customer knowledge at each touchpoint is essential. The results show that the main predictor of B2B omnichannel management is sales and marketing, even above channels. The principal conclusions are that the model shows that good omnichannel performance is measured by the performance of the industrial buyer. Loyalty and experience are primary measures of this customer’s performance.

Research into omnichannel management in the B2B field is scarce, especially concerning the creation of models for decision-making.

This study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneurial development.

The researchers develop a conceptual framework highlighting the dimensions of the green brand equity focusing on five constructs (green brand loyalty, green perceived quality, green brand associations, green brand awareness and the new dimension of green brand emotion), green satisfaction and green brand image. The sample consisted of 392 people aged over 18 who were occasional or habitual consumers of organic agri-food products. Partial least squares (PLS), a structural equation modelling (SEM) tool, was used in the analyses.

The results of this study show that the different dimensions of green brand equity (except for green brand awareness) reflect this variable and are important factors in its perception by consumers. This study differs from others in that it treats green brand equity as a truly multidimensional variable made up of different dimensions with different measurement scales. The study also demonstrates the importance of green satisfaction and green brand image as antecedents of green brand equity.

The measurement scale for green brand equity developed in this study provides entrepreneurs of organic agri-foods with a method for evaluating consumer perception of green brand equity based on those dimensions that are truly significant.

This is the first study to explore the relationships of green brand equity—as a multidimensional concept—with other variables, such as green satisfaction and green image.