Search results

The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.

Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.

The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.

Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.

As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.

From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.

This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

The purpose of this study is to analyse how tourists form the cognitive, affective and unique images of a tourism destination, taking into account that: travellers use user-generated content (UGC) as one of the more important sources of information about the destination, sources of information influence on travellers’ motivation to visit some destination and motivations influence on the dimensions of the destination image.

Taking into account the works of Beerli and Martin (2004), Seabra et al. (2007) and Qu et al. (2011), this paper proposes an integrative model that shows how different types of information sources influence on individuals’ motivations, as well as the different dimensions of the image of the tourist destination are influenced by tourists’ motivations. Moreover, the design and validation of new scales of measures, adapted to the new tourist profile 2.0, is proposed. The model is empirical tested by analysis of 541 national and international tourists, as well as residents in Mallorca: data were analysed using a structural equations model.

The results confirm the strength and robustness of the constructed theoretical model, and contrasting the assumptions made in the work. Likewise, also confirms the validity and adequacy of the proposed new scales of measurement to the current reality of the tourism sector. The principal conclusions obtained are: motivations for visiting a place are influenced by information sources consulted by tourists, among which social media can be included; cognitive image is influenced by travellers’ motivations; and affective image is influenced by cognitive one. From these results, some managerial recommendations are suggested.

The present study offers important contributions for both researchers and managers in the field of destination brand image management. At theoretical level, the work provides a deep review of the literature, that has permitted the construction of a strong and robust theoretical model, as well as the design and validation of new measurement tools. Both are designed from the rigour and precision that provides scientific research, allowing the understanding and analysis of the current situation of the tourism sector. On the other hand, the work has important implications on a practical level, providing strategic management and travellers destination marketing organization stakeholders.

This study constitutes an initial, but also newness approach to this line of research. The construction of a theoretical model that: contemplates UGC as information source, and considers the direct and moderating relationships between different variables such as information sources, motivations and the various dimensions of the image.

The current study examines the role of social media for designing effective corporate social responsibility (CSR) communication strategy for modern business organisation to engage their stakeholders.

A structured survey questionnaire is used to collect data from multiple stakeholders through social media platforms including Facebook, Twitter, YouTube and LinkedIn. The data is collected from employees, customers and investors of different companies in Pakistan. The data is analysed to examine the perceptions of different stakeholders towards effectiveness of social media for CSR communication.

The results indicate that the majority of respondents think that social media is very important platform to communicate CSR activities. Overall, respondents believe that social media is a trustworthy tool to communicate CSR activities and engage stakeholders. Customers believe that communication of CSR activities through social media influence their buying behaviour positively. We found strong intentions among employees to work for socially responsible corporations who are successful in communicating their CSR initiatives to their employees through social media.

The study collected data from Pakistan only, a larger sample from different countries can provide more interesting results. The study didn’t used sophisticated statistical tests; the future studies can develop a rigorous theoretical model explaining how use of social media as communication strategy can influence the behaviour of diverse stakeholders.

Since social media is becoming an effective communication platform, corporations should pay more focus on using social media. The corporations should encourage stakeholders’ views related to CSR communication on social media and carefully address their suspicions in order to engage them.

There is sparse research in literature that examine the use of social media to engage organisational stakeholders. The current study provides a direction to future researchers to explore this area and explain the use of social media as CSR communication strategy in better way.

Accounting education in universities is always a hard subject for the students, who find it boring and little stimulating. So, even though students increasingly demand the integration of varied technologies and mobile devices into learning environment (Wash & Freeman 2013), educational systems of the public universities continue to be traditional. The role of students is totally passive, so the main responsibility of class development lies on the shoulders of professors, but this situation can change with the use of Socrative App in a learning environment, since it encourages students to play an active part in class.

That is why professors have to find new ways to capture the students’ attention, facilitating their learning, and at the same time, making it fun and entertaining. In this work, a teaching innovation case to first-year students in a university is presented using Socrative App. This study aims to investigate how the university can combine ICT close to traditional methodologies of learning, in order to increase interest in the subject, awakening in them passion and vocation for the accounting area.

This paper seeks to explore the role that Information and Communication Technologies (ICT) plays in the processes of product innovation and marketing – as an element that strengthens the cooperation and communication among agents within the innovation project, reducing the obstacles to innovation and enhancing the development of differentiated products as well.

The study of a sample of 2,038 companies from all sectors of economic activity in Catalonia allows the contrast of initial hypotheses and establishes a profile of an innovative company based on the significant relationships that exist between innovation and ICT use in marketing and cooperation.

Two ideas stand out from the analysis. First, intensive ICT use in marketing makes the company more innovative, as it perceives that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Second, increasing ICT use in marketing encourages company predisposition to collaborate with and integrate particular agents within the business environment in the development of the innovation process, improving the degree of adaptation of the new product to market demands.

The use of dichotomic scales to measure variables, or restricting the study sample to any type of new product regardless of its degree of novelty or intangibility in company and market terms perhaps limits the usefulness of the paper.

The study shows the relationship between ICT use, cooperation and the innovation process.

This study offers important contributions, and draws conclusions for those directors involved in the development of new products. A new framework is presented for identifying the role that intensive ICT use in marketing plays as an element that strengthens the cooperation and communication relationships in new product development processes. On the other hand, the application of the CHAID analysis allows us to identify the principal traits that define an innovation company.

Culture makes firms unique and, depending on the implemented pattern of social and managerial culture, technology, and innovation, it can have an important influence on the personality and behaviour of the firm. Although a cultural model of market orientation encourages product innovation and fosters cooperative relationships with clients, few studies analyse this important relationship from a service perspective. This research seeks to investigate the relevance of market orientation for the firm's client cooperation relationships in developing radical innovations in the service sector.

A descriptive investigation uses 433 Spanish service firms that introduced radical innovations in their product fields in the past two years. The paper conducted four discriminant analyses: one for the total sample of firms and three for the sub‐samples defined by the extent to which firms use information and communication technologies (ICTs) in their activities.

The four models reveal that customer orientation, competitor orientation, and inter‐functional coordination provide means to differentiate between firms that cooperate with their clients to innovate and firms that do not. In each model, the significance and weight of the three variables change, depending on the degree to which the firms use ICT. Therefore, the distinction between firms that cooperate and those that do not is possible mainly for the total sample of firms. For the sub‐samples, not all MO dimensions can discriminate this way.

This study offers important contributions for both researchers and managers in the field of service innovation. It identifies explicitly the relationship between market orientation and cooperation, which makes it possible to extend the study and enhance comprehension of this concept to the relationship that the firm has with other agents in the value chain. Market orientation, as an inter‐firm phenomenon, may favour the design of market orientation strategies that offer superior value to the market. On the other hand, the empirical analysis shows which factors (philosophical principles, strategic implications of proactive market orientation) have the highest discriminatory power for innovative firms, according to their sector of activity. This work also identifies market orientation as an element that fosters a cooperation strategy.

Despite the importance of market orientation for developing cooperative relationships with clients, few studies analyse the relevance of these relationships in the firm's service innovation process. The findings thus offer a valuable contribution by showing the relevance of this relationship in developing new service innovations. Furthermore, the application of Spanish ICT contributes to existing research in Spain.

This paper aims to establish the main factors that underlie store attributes, to examine which exert the greatest influences on the achievement of a maximum level of customer satisfaction. This study seeks to determine if there are significant differences not only in the factor compositions but also in their influence on customer satisfaction, depending on the country of residence of focal customers.

The test of the proposed framework consists of analyses of two samples of customers that purchased in grocery stores in Spain and the USA. Following a factor analysis of the principal components, a binary logistic regression analysis tests the influence of the identified factors on customer satisfaction.

This work contributes to extant literature by assessing differences in the main factors that contribute to satisfaction with food stores, depending on the location of the customer.

This work is especially useful to grocery retailers that operate, or plan to operate, in different countries; it outlines key factors to consider to achieve upper‐bounded customer satisfaction scores.

The proposed classification of attributes and factors, according to their importance for customers' evaluations in different countries, includes three main factors. The first‐order factor includes the most valued attributes by all customers, independent of the country of residence. The second‐order factors include attributes with lesser importance though still valued by customers; the importance depends on the country of residence. Finally, the third‐order factor attributes are valued relatively less.