Angeles Navarro
University of Murcia
RecallHuman–computer interactionAdvertisingInformation privacyCorporate brandingBusinessBrand awarenessArtificial intelligencePsychologyType of serviceMarketingEmpirical evidenceNatural disasterHuman factors and ergonomicsCode (cryptography)Code (semiotics)Brand equityConsistency (negotiation)PerceptionOrder (business)Information seekingBarcodeLoyaltySocial anxietySocial marketingClosing (real estate)Loyalty programService (business)PersuasionSales promotionConsumer participationIncentiveVisual complexitySocial media marketingPoison controlSignificant differenceHigh involvementConsumer informationComputer visionCuriosityAffect (psychology)Public relationsComputer scienceCommunication designSecurity tokenSuicide preventionFocus groupBrand managementPromotion (rank)Brand extensionCoping (psychology)Integrated marketing communicationsInformation processing
8Publications
5H-index
137Citations
Publications 8
Newest
#1Shintaro Okazaki ('KCL': King's College London)H-Index: 40
#2Angeles Navarro (University of Murcia)H-Index: 5
Last. Kirk Plangger ('KCL': King's College London)H-Index: 14
view all 4 authors...
Abstract Quick Response (QR) codes are widely employed in promotional campaigns worldwide. Adding a QR code to an advertisement increases visual design complexity, yet there remains little research on its impact on consumers. Drawing upon relevant marketing and psychology theories, we address how curiosity, visual design complexity, and perceived fit jointly affect consumers' QR codes scan intention. We hypothesize that highly curious consumers are likely to be more attracted to visually complex...
Source
#1Shintaro OkazakiH-Index: 40
#2Angeles NavarroH-Index: 5
Last. Kirk PlanggerH-Index: 14
view all 4 authors...
Source
#1Shintaro Okazaki ('KCL': King's College London)H-Index: 40
#2Amadeo Benavent-Climent (UPM: Technical University of Madrid)H-Index: 20
Last. Jörg Henseler (UT: University of Twente)H-Index: 55
view all 4 authors...
This study takes a social marketing perspective to explore community disaster preparedness by considering (1) appropriate sources of information about disaster severity, (2) the ways that community members process information, and (3) how social marketing programs might improve people's ability to protect themselves against natural disasters. With a foundation in the persuasion knowledge model and a scenario-based approach, the authors apply a latent moderated structural equation model to data c...
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#1Shintaro Okazaki (UAM: Autonomous University of Madrid)H-Index: 40
#2Angeles Navarro (University of Murcia)H-Index: 5
Last. Carolina López-Nicolás (University of Murcia)H-Index: 14
view all 3 authors...
This study sheds light on quick response (QR) code loyalty promotion in terms of gender. Based on self-construal and gender scheme theories, we posit that the level of both involvement and social anxiety plays a crucial role in the gender effects of loyalty formation for promoted services. A scenario-based study in Japan with 667 consumers is constructed and examines two types of services: bank and supermarket. The findings suggest that, for high involvement (bank), compared with women, males ac...
Source
#1Shintaro Okazaki (UAM: Autonomous University of Madrid)H-Index: 40
#2Angeles NavarroH-Index: 5
Last. Sara CampoH-Index: 17
view all 3 authors...
This study examines the effectiveness of Quick Response (QR) code loyalty campaigns in two phases. In Study 1, qualitative perceptions of QR code are examined through key informant focus groups. Participants express their positive as well as negative opinions about the use of QR code. In Study 2, we examine the effectiveness of QR code loyalty campaigns in “winning back” inactive customers in terms of repeat purchases. The study manipulates information privacy concerns, level of involvement, and...
#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
view all 3 authors...
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...
Source
#1Shintaro Okazaki (UAM: Autonomous University of Madrid)H-Index: 40
#2Angeles Navarro (University of Murcia)H-Index: 5
Last. Sara Campo (UAM: Autonomous University of Madrid)H-Index: 17
view all 3 authors...
Consumer participation in loyalty programs continues to flourish and has become more frequent in service companies (Bolton et al., 2000). A loyalty program is a marketing program that is designed to build more involving relationships with customers by providing attractive incentives (Yi and Jeon, 2003). The logic behind this program is that loyal customers are a profitable segment as they tend to repeat their purchase, pay premium prices, and bring in new customers by word-of-mouth (O’ Brien and...
Source
#1Angeles Navarro (University of Murcia)H-Index: 5
#2María Sicilia (University of Murcia)H-Index: 17
Last. Elena Delgado-Ballester (University of Murcia)H-Index: 17
view all 3 authors...
Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.Design/methodology/approach – The study u...
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