Elena Delgado-Ballester
University of Murcia
AdvertisingEmpirical researchCorporate brandingWord of mouthBusinessProduct categoryBrand awarenessPsychologyEconomicsMarketingRisk perceptionEmpirical evidenceWork (electrical)Brand equityConsumer behaviourConsistency (negotiation)Control (management)Order (business)Value (ethics)StorytellingOriginalitySelf-brandIdentification (psychology)Quality (business)Context (language use)Brand loyaltyBrand trustSample (statistics)Brand managementPromotion (rank)Brand extensionIntegrated marketing communicationsSocial psychologyModeration
26Publications
17H-index
2,048Citations
Publications 27
Newest
#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2E. Fernández-Sabiote (University of Murcia)H-Index: 1
Abstract We have all listened to and told stories. People are captivated by good stories since they have the power to translate us into new worlds and enable us to live the lives of others. In addition, our thoughts and emotions seem bound by the structure of stories. However, not only do consumers interpret their exposure to and experiences with brands through stories, but stories can persuade and strength the brand. Nowadays, companies are making efforts to build their brands through storytell...
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#1María Sicilia (University of Murcia)H-Index: 17
#2Elena Delgado-Ballester (University of Murcia)H-Index: 17
Last. Mariola Palazon (University of Murcia)H-Index: 10
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Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self-disclosure increase their probability of engaging in positive WOM behaviour. The moderating role of self–brand connection in th...
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#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2Estela Fernández Sabiote (University of Murcia)H-Index: 3
Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes whether the impact of these brand values in building brand outcomes depends on consumers’ age. Design/methodology/approach – Information was collected from a sample of 332 consumers by personal interviews. Respondents provide information about their consumpt...
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#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2Miguel Hernández-Espallardo (University of Murcia)H-Index: 13
Last. Augusto Rodríguez-Orejuela (University of Valle)H-Index: 6
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Purpose – The purpose of this study is to develop and test a conceptual model of the moderating effect of customers’ value consciousness (CVC) on the relationship of store image (SI) with four dimensions of the perceived risk associated to the purchase of a store brand over a manufacturers’ brand, and the direct effect of those variables on the perceived unfairness of manufacturers’ brand prices. Design/methodology/approach – A mall-intercept survey of 600 shoppers in Colombia (South America) ga...
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Purpose – This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic premiums are involved. Design/methodology/approach – Three experiments were conducted. A single factor within-subjects design was employed, with the nature of the premium (hedonic/utilitarian) as the treatment factor. Respondents were asked to ma...
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#1Mariola Palazon (University of Murcia)H-Index: 10
#2Elena Delgado-Ballester (University of Murcia)H-Index: 17
This research explores how the effectiveness of hedonic and utilitarian premiums is contingent with the degree of product-premium fit. It is proposed that the effectiveness of utilitarian/hedonic premiums is higher at a high/low degree of fit between the premium and the focal product. Specifically, a series of three experimental studies were conducted. Consistent with expectations, Study 1 found that at high product-premium fit utilitarian premiums were preferred over hedonic ones, while Study 2...
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#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2Angeles Navarro (University of Murcia)H-Index: 5
Last. María Sicilia (University of Murcia)H-Index: 17
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Purpose – From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence.Design/methodology/approach – A sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (ad...
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#1Mariola Palazon (University of Murcia)H-Index: 10
#2Elena Delgado-Ballester (University of Murcia)H-Index: 17
Abstract This study proposes that the responses of more and less deal-prone consumers to price discounts and premiums depend on the promotional benefit level. At low and moderate benefit levels, low deal-prone consumers show a higher evaluation for price discounts than for premiums but if the benefit is high, deal proneness does not bias the higher evaluation of price discounts. An experimental study shows that low deal-prone consumers are concerned with obtaining price discounts. Taken together...
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#1Mariola Palazon (University of Murcia)H-Index: 10
#2Elena Delgado-Ballester (University of Murcia)H-Index: 17
Although price discounts are by far the most common form of sales promotions employed by firms, the increasing use of premiums as a promotional strategy may imply that they are occupying a more important place in the promotional strategy. Since price discounts are quite costly and can reduce consumers’ reference prices, undermine perception of quality, and hurt brand equity, it is crucial to know what type of promotion is the most preferred and valued by consumers. As the most recent works in th...
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Purpose – The purpose of this paper is to study whether the effectiveness of innovation in improving a firm's performance varies in different competitive situations and to analyze whether the competitive forces act as a motivator or as an inhibitor.Design/methodology/approach – The paper formulates some hypotheses from the literature review. These hypotheses are tested using structural equation modelling with data collected from 218 manufacturers.Findings – The findings show that small firms mus...
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