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The effects of preemptive advertisign for future products on the consumer?s attitude: A comparative analysis between Spain and Greece 未来产品的抢先广告对消费者的影响?西班牙和希腊的比较分析
IF 0.6
ESIC Market Pub Date : 2018-01-01 DOI: 10.7200/esicm.159.0491.3
M. Royo-Vela, Konstantinos Faidon Sylvestros
{"title":"The effects of preemptive advertisign for future products on the consumer?s attitude: A comparative analysis between Spain and Greece","authors":"M. Royo-Vela, Konstantinos Faidon Sylvestros","doi":"10.7200/esicm.159.0491.3","DOIUrl":"https://doi.org/10.7200/esicm.159.0491.3","url":null,"abstract":"The present exploratory work based on an experimental design replicate the model proposed by Dahlen et al. (2011). The study, conducted in a cross-cultural context, attempts to determine the potential effect of advertising for future products on the processing and evaluation of the advertisement, on the consumer’s attitude toward the brand, and how this influence can predetermine the purchase intention of products that do not exist on the market. In order to measure these effects, with emphasis on the potential moderator effect of the country’s culture, two convenience samples were used, one made up of Greek students and the other consisting of Spanish students, who answered two questionnaires concerning an advertising campaign for a car, before and after the launch of the product. Moreover, two additional samples from both countries were used to detect the potential effect of product availability on the consumer’s anticipation and evaluation. The results show that advertising for future products generates more uncertainty than advertising for current products, and consumers display greater anticipation and predisposition toward the future product than for the current one.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"49 1","pages":"119-146"},"PeriodicalIF":0.6,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290949","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Modelo de administración de marcas: un enfoque teórico basado en la teoría general de sistemas 品牌管理模式:基于一般系统理论的理论方法
IF 0.6
ESIC Market Pub Date : 2018-01-01 DOI: 10.7200/esicm.159.0491.2e
M. García, G. B. González, Zhenxing Li, F. Guerrero
{"title":"Modelo de administración de marcas: un enfoque teórico basado en la teoría general de sistemas","authors":"M. García, G. B. González, Zhenxing Li, F. Guerrero","doi":"10.7200/esicm.159.0491.2e","DOIUrl":"https://doi.org/10.7200/esicm.159.0491.2e","url":null,"abstract":"Este artículo presenta un Modelo Sistémico de Administración de Marcas basado en las aportaciones de la literatura conceptual y empírica. El objetivo es analizar las aportaciones y proponer una serie de hipótesis que evidencien la interrelación entre los elementos considerados esenciales en el proceso de construcción de marcas.\u0000Los resultados se han obtenido mediante un análisis cualitativo que ha llevado a la identificación de cuatro dimensiones esenciales en el proceso de administración de marcas: Identidad, Posicionamiento, Imagen formal y Comunicación. Se concluye que el modelo aportado es una herramienta útil para abordar de forma rigurosa los procesos de creación y auditoría de marcas.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"1 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41776498","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
Efectos de la publicidad anticipada de productos futuros sobre la actitud del consumidor: un estudio comparativo entre España y Grecia* 未来产品的预先广告对消费者态度的影响:西班牙和希腊的比较研究*
IF 0.6
ESIC Market Pub Date : 2018-01-01 DOI: 10.7200/esicm.159.0491.3e
Marcelo Royo-Vela, Konstantinos Faidon Sylvestros
{"title":"Efectos de la publicidad anticipada de productos futuros sobre la actitud del consumidor: un estudio comparativo entre España y Grecia*","authors":"Marcelo Royo-Vela, Konstantinos Faidon Sylvestros","doi":"10.7200/esicm.159.0491.3e","DOIUrl":"https://doi.org/10.7200/esicm.159.0491.3e","url":null,"abstract":"El presente análisis exploratorio utilizando un diseño experimental toma como referencia el modelo sobre publicidad anticipada propuesto por Dahlen et al. (2011). El estudio trata de medir, en un contexto intercultural, el efecto potencial de la publicidad de productos futuros sobre el procesamiento y la evaluación del anuncio, la actitud del consumidor hacia la marca, y el modo en que esta influencia puede determinar la intención de compra de los productos no existentes en el mercado. A fin de medir dichos efectos, destacando el efecto moderador potencial de la cultura del país, se utilizaron dos muestras de conveniencia: una de estudiantes griegos, y otra de estudiantes españoles, quienes respondieron a dos cuestionarios en relación a una campaña publicitaria para un coche, con anterioridad y posterioridad al lanzamiento del producto. Además, se utilizaron dos muestras adicionales para ambos países para detectar el efecto potencial de la disponibilidad del producto sobre la anticipación y evaluación del consumidor. Los resultados reflejan que la publicidad de productos futuros genera más incertidumbre que la de los productos actuales, y que los consumidores muestran una mayor anticipación y predisposición hacia el  producto futuro que hacia el actual.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43338339","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Factores de modernización de la comercialización en España en el siglo xx. Tendencias y retos futuros 20世纪西班牙营销现代化的因素。未来的趋势和挑战
IF 0.6
ESIC Market Pub Date : 2018-01-01 DOI: 10.7200/esicm.159.0491.4e
Jorge Hernando Cuñado
{"title":"Factores de modernización de la comercialización en España en el siglo xx. Tendencias y retos futuros","authors":"Jorge Hernando Cuñado","doi":"10.7200/esicm.159.0491.4e","DOIUrl":"https://doi.org/10.7200/esicm.159.0491.4e","url":null,"abstract":"El objetivo de este artículo es profundizar en el conocimiento de la situación actual del comercio en España a partir de los antecedentes históricos y determinar los factores de modernización ocurridos a lo largo del siglo xx. Se analiza la iniciativa privada, pública, e influencias foráneas en orden a identificar los factores de éxito y fracaso y las nuevas estrategias para el futuro. El motor de la renovación llegó de la mano de la gran distribución y la influencia norteamericana y francesa, que fue fundamental en el proceso de adopción de la innovación que penetró a través de diversas vías. Estudiaremos el caso de empresa de la National Cash Register (NCR) en la llegada del marketing a España.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44787394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Factors of the modernization of marketing in Spain in the xx century. Trends and future challenges 二十世纪西班牙市场营销现代化的因素。趋势和未来挑战
IF 0.6
ESIC Market Pub Date : 2018-01-01 DOI: 10.7200/ESICM.159.0491.4
Jorge Hernando Cuñado
{"title":"Factors of the modernization of marketing in Spain in the xx century. Trends and future challenges","authors":"Jorge Hernando Cuñado","doi":"10.7200/ESICM.159.0491.4","DOIUrl":"https://doi.org/10.7200/ESICM.159.0491.4","url":null,"abstract":"The main objective of this article consists in deepening in the updated situation of commerce in Spain from a historical perspective and explain the factors for modernization occurred through the 20th century. Private and public initiative and main promoters to identify critical success and failure factors and new strategies for future are described. The driving force for renewal came from great scale distribution and, different channels introduced the North American and French influence that became key in the process of adoption of innovation. The case of the firm National Cash Register (NCR) are analyzed in the years marketing was introduced in Spain.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"49 1","pages":"175-192"},"PeriodicalIF":0.6,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290962","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Online corporate reputation in the hotel industry: the case of TripAdvisor 酒店业的在线企业声誉：以TripAdvisor为例
IF 0.6
ESIC Market Pub Date : 2017-09-01 DOI: 10.7200/ESICM.158.0483.4
Á. Gil, I. C. J. Barandalla, C. M. Idoeta
{"title":"Online corporate reputation in the hotel industry: the case of TripAdvisor","authors":"Á. Gil, I. C. J. Barandalla, C. M. Idoeta","doi":"10.7200/ESICM.158.0483.4","DOIUrl":"https://doi.org/10.7200/ESICM.158.0483.4","url":null,"abstract":"Corporate reputation has evolved and has been absorbed by new technologies, now governing online consumer satisfaction. Firstly, a variety of studies were reviewed due to the lack of systematic theorising on the concept of online corporate reputation, followed by an empirical phase to test the theory with a case study on the travel portal TripAdvisor, emblematic in its sector. The study reveals three decisive aspects for good reputational management, and concludes that the success of TripAdvisor as a promoter of the tourism sector is due to the tightening of vigilance and control of comments on its platform on hotel establishments. As a result, opinions become a true reflection of actual customer experiences in those establishments.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":"579-593"},"PeriodicalIF":0.6,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44223259","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
External dependence of the organization: Causes and effective response 组织的外部依赖：原因和有效应对
IF 0.6
ESIC Market Pub Date : 2017-09-01 DOI: 10.7200/ESICM.158.0483.2
S. Haider
{"title":"External dependence of the organization: Causes and effective response","authors":"S. Haider","doi":"10.7200/ESICM.158.0483.2","DOIUrl":"https://doi.org/10.7200/ESICM.158.0483.2","url":null,"abstract":"Organizations can manage external dependence by establishing favorable external linkages and introducing changes in organizational design. This study analyzes from a theo-retical perspective how changes in technology and consumer preferences can promote a firm‘s dependence on external agents such as external firms and customers. The analysis is focused in main three objectives: first, finding a relationship between the changes in technology and the firm’s dependence on external actors. Second, to find a relationship between the changes in consumer preferences and the firm’s dependence on external actors and third, to find out the way the firm should respond to the change according to these environmental factors. The study concludes that firms with flexible organizational design are well equipped to cope with environmental changes. Firms not only need to access resources and capabilities from external organizations, but they also need to include their customer’s knowledge in product design and development process.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":"485-505"},"PeriodicalIF":0.6,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44995608","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
La lealtad del estudiante como clave para construir marca universitaria 学生忠诚度是打造大学品牌的关键
IF 0.6
ESIC Market Pub Date : 2017-09-01 DOI: 10.7200/esicm.158.0483.3e
Javier Casanoves-Boix, Inés Küster-Boluda, Natalia Vila-López
{"title":"La lealtad del estudiante como clave para construir marca universitaria","authors":"Javier Casanoves-Boix, Inés Küster-Boluda, Natalia Vila-López","doi":"10.7200/esicm.158.0483.3e","DOIUrl":"https://doi.org/10.7200/esicm.158.0483.3e","url":null,"abstract":"A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo entre los estudiantes universitarios. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 1.133 respuestas válidas procedentes de estudiantes universitarios. Los resultados obtenidos muestran la repercusión de cada una de las variables del capital de marca sobre dichos pupilos, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48678053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Drive concept in Spain: Keys to the success of iquodrive 西班牙的Drive理念：iquodrive成功的关键
IF 0.6
ESIC Market Pub Date : 2017-09-01 DOI: 10.7200/ESICM.158.0483.1
Delmonte Rodolfo, G. Giménez
{"title":"The Drive concept in Spain: Keys to the success of iquodrive","authors":"Delmonte Rodolfo, G. Giménez","doi":"10.7200/ESICM.158.0483.1","DOIUrl":"https://doi.org/10.7200/ESICM.158.0483.1","url":null,"abstract":"In the face of the new electronic sales formats, the French distribution chains in the grocery retailing sector have been developing the Drive concept (Auchandrive, Chronodrive, E.LeclercDrive) with remarkable success and acceptance. This business model is not a simple store delivery service but rather a concept that offers the customer the speed and convenience of buying online in a cheaper and freer way. In contrast to the success of this model in France and the UK, Spain seems to be keeping out of this new channel. This article presents the Bon Preu group’s iquodrive success story. Factors such as the clear identification of the potential customer, web design, efficiency in operations management, consumer-oriented product offerings, suitable geographical location, quality of service and delivery, all linked to a clear reduction in the structure of costs, thanks to their particular format, have been instrumental in turning this shopping experience into a pioneering success story across the country.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":"443-464"},"PeriodicalIF":0.6,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46586411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Reputación corporativa online en la hotelería: el caso TripAdvisor 酒店业的在线企业声誉：TripAdvisor案例
IF 0.6
ESIC Market Pub Date : 2017-09-01 DOI: 10.7200/esicm.158.0483.4e
Ángeles Rubio Gil, I. C. Jiménez Barandalla, Carmelo Mercado Idoeta
{"title":"Reputación corporativa online en la hotelería: el caso TripAdvisor","authors":"Ángeles Rubio Gil, I. C. Jiménez Barandalla, Carmelo Mercado Idoeta","doi":"10.7200/esicm.158.0483.4e","DOIUrl":"https://doi.org/10.7200/esicm.158.0483.4e","url":null,"abstract":"La reputación corporativa ha sufrido grandes cambios en las últimas décadas como consecuencia de la normalización de las redes sociales y el sistema multipantalla para la elección, contratación y comunicación del grado de satisfacción de los consumidores online. En primer lugar, se recurre a una diversidad de estudios debido a la escasez de teorización sistemática del concepto reputación corporativa online, y posteriormente se contrastan las premisas teóricas con el abordaje del caso: el portal de viajes TripAdvisor, paradigmático en el sector. Resultado de este estudio son tres aspectos destacados en pro de una buena gestión reputacional, y se concluye que el éxito de TripAdvisor como dinamizador del sector turístico pasa por estrechar la vigilancia y el control de los comentarios vertidos en su plataforma sobre los establecimientos hoteleros, de forma que las opiniones sean un reflejo fiel de las experiencias realmente vividas en los mismos.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46533792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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