Spanish Journal of Marketing - ESIC: Volume 24 Issue 2 , Open Access

The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services

Trevor Alexander Smith

The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to…

Trust and loyalty in online brand communities

Rafael Anaya-Sánchez, Rocío Aguilar-Illescas, Sebastián Molinillo, Francisco J. Martínez-López

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic…

Antecedents of Generation Y consumers’ usage frequency of online consumer reviews

Ayesha Lian Bevan-Dye

The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage…

In-game advertising: the role of newness congruence and interactivity

Devika Vashisht, HFO Surindar Mohan, Abhishek Chauhan

This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect…

Brand experience and brand attachment as drivers of WOM in hospitality

Mónica Gómez-Suárez, Mónica Veloso

The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the…

Social media advertising efficiency on higher education programs

Rebeca Cordero-Gutiérrez, Eva Lahuerta-Otero

The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs…

Management response to eWOM in rural lodging establishments

Rosa M. Hernández-Maestro

Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews…