Spanish Journal of Marketing - ESIC: Volume 23 Issue 2 , Open Access

From Instagram overuse to instastress and emotional fatigue: the mediation of addiction

Silvia Sanz-Blas, Daniela Buzova, María José Miquel-Romero

Today’s society interest in mobile photography drives consumers’ and brands’ growing usage of Instagram. This paper aims to address the consequences of excessive use of Instagram…

Antecedents and consequences of luxury brand engagement in social media

Amélia Brandão, Eva Pinho, Paula Rodrigues

The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of…

Enhancing rural destinations’ loyalty through relationship quality

Helena Alves, Ana María Campón-Cerro, José Manuel Hernández-Mogollón

The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the…

The role of environmental CSR practices on the formation of behavioral intentions in a certified hotel context: Exploring the moderating effect of customer involvement in the buying process

Patricia Martínez García de Leaniz, Ángel Herrero Crespo, Raquél Gómez-López

This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral intentions in…

Antecedents of brand hate in the fast food industry

Sharizal Hashim, Sheraz Kasana

The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning…

The effect of cognitive absorption on marketing learning performance

Miguel Guinaliu-Blasco, Blanca Hernández-Ortega, José L. Franco

The purpose of this paper is to analyse the individual’s experience during the use of Pinterest in a marketing learning process. This experience is a fundamental starting point…

Impact of SMEs strategy on loyalty: the hairdresser case

Ángel López-Jáuregui, Mercedes Martos-Partal, Jose María Labeaga

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium…

Mediating model of brand equity and its application

Umesh Ramchandra Raut, Prafulla Arjun Pawar, Pedro Quelhas Brito, Gyanendra Singh Sisodia

This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity…