Spanish Journal of Marketing - ESIC
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This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.,Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).,The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV serv...
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The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.,A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher educat...
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The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services. Online users are increasingly accessing live broadcasts, as well as recorded video content and digital music services through internet and mobile devices. In this context, this study aims to explore the individuals’ uses and gratifications from online streaming technologies during COVID-19.,This research has adapted key m...
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In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.,Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomologica...
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The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.,This paper conducted an analysis of a real case using descriptive statistical and regression techniques.,The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); i...
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The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on travelers’ relationships with hotels or hotel chains, taking into account the moderating effect of travelers’ tendencies to seek variety.,To test the hypothesized relationships, structural equation modeling was performed. A multi-group analysis was also conducted to test the moderating effect of travelers’ variety seeking....
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The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour.,The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through ...
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This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online.,The data from two different cultures the UK (306 users) and Spain (307 users) have been collected and compared by performing multi-group analyzes (MGAs) across cultural context, age, gender and educational level using a structural equation modeling approach.,Cultural context, age, gender and educational level moderate the effect of the d...
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This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched.,A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future res...
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