Mariola Palazon
University of Murcia
The InternetAdvertisingEmpirical researchFeelingEngineeringProduct (category theory)Word of mouthSociologyBusinessProduct categoryEconometricsBrand awarenessPsychologyEconomicsMarketingMid priceEmpirical evidenceCognitionSelf-disclosureMicroeconomicsWork (electrical)ConsciousnessCustomer satisfactionElement (criminal law)Perspective (graphical)Brand equityConsumer behaviourMarket researchBrand communityControl (management)Order (business)State (polity)Value (ethics)Join (sigma algebra)Brand engagementOriginalityInformation sourceSimilarity (psychology)Virtual communitySelf-brandMetaphorIdentification (psychology)GratificationQuality (business)Context (language use)Antecedent (grammar)Elaboration likelihood modelPopularityMechanism (sociology)PreferenceBig Five personality traitsConsumer participationSocial behaviourDecision processTie strengthFactorial experimental designFuture studiesPrice discountSingle factorPractical implicationsRelated researchAttractivenessExperiential learningPublic relationsSample (statistics)Social mediaClothingBetween-group designBrand managementComputer-assisted web interviewingPromotion (rank)Reservation priceBelongingnessSocial psychologyInteractionSocial networkModeration
16Publications
10H-index
448Citations
Publications 17
Newest
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#1María Sicilia (University of Murcia)H-Index: 17
#2Mariola Palazon (University of Murcia)H-Index: 10
Last. Manuela López (University of Murcia)H-Index: 7
view all 3 authors...
Abstract On social media, individuals’ behavior can be affected as a result of either direct and intended recommendations by social media friends, or unintentional brand-related actions developed by social media friends. This study addresses the differences between intentional and unintentional influences by testing a model that delineates similarity and tie strength as drivers of influence, and purchase intention and social media engagement as the main outcomes. Based on the elaboration likelih...
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The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.,A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.,Both anthropomorphism and consumers’ liking for the humanized brand have positive ef...
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#1Mariola PalazonH-Index: 10
Last. María SiciliaH-Index: 17
view all 3 authors...
Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Find...
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#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2Mariola Palazon (University of Murcia)H-Index: 10
Last. J. Pelaez-Muñoz (University of Valle)H-Index: 1
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Brand love has become an important topic of research in academic literature and applied marketing alike. Most of these studies have resulted in a better understanding of the complex and multifaceted nature of the concept, as well as in the identification of some of its antecedents (consumer aspects and personality traits). However, in order to explain how brand love is created, this study focuses on anthropomorphism as a potential antecedent of brand love. Based on the interpersonal theory of lo...
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#1María SiciliaH-Index: 17
#2Mariola PalazonH-Index: 10
Last. Manuela LópezH-Index: 7
view all 3 authors...
Abstract Purpose Brand pages are a very popular tool for companies to communicate with consumers in SNSs. Although brand pages could be considered virtual brand communities, they differ in several aspects. Thus, this chapter reviews the literature on brand pages attending to the main differences with other virtual communities, the motivations to join brand pages and its consequences for consumers and brands. Methodology/approach The studies reviewed have allowed us to identify the main character...
Source
#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
view all 3 authors...
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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#2Mariola PalazonH-Index: 10
Last. María SiciliaH-Index: 17
view all 3 authors...
#1Mariola Palazon (University of Murcia)H-Index: 10
#2María Sicilia (University of Murcia)H-Index: 17
Last. Manuela LópezH-Index: 7
view all 3 authors...
Purpose – This paper aims to examine the role of Facebook friends on the intention to join brand pages in this social network site (SNS). SNSs have grown in both popularity and use. They allow individuals to articulate their social networks by developing a list of other members on the site with whom they share a connection. These platforms also allow companies to create profiles to promote their brands. However, many firms have jumped into SNSs by creating a “brand page” without fully understand...
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