Spanish Journal of Marketing - ESIC , Open Access

Developing customer engagement through communication consistency and channel coordination

María Sicilia, Mariola Palazón

This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the…

Consumer motivations for engaging with corporate social responsibility on social media

Claudia Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez

This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines…

Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience

Davit Marikyan, Eleonora Pantano, Daniele Scarpi

Long sales periods (i.e. Christmas time, Black Friday, etc.) and the risk of contagion while shopping (i.e. during pandemics like COVID-19) showed the extent to which…

Influence of corporate social responsibility and brand attitude on purchase intention

H.A. Dimuthu Maduranga Arachchi, G.D. Samarasinghe

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of…

Antecedents and outcomes of brand pride: moderating role of narcissism

Subarna Nandy, Neena Sondhi, Himanshu Joshi

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and…

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto, Jessica Eva Gloria Tambunan

The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the…

Big data in tourism marketing: past research and future opportunities

Sofía Blanco-Moreno, Ana M. González-Fernández, Pablo Antonio Muñoz-Gallego

The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these…

The determinants of eco-fashion purchase intention and willingness to pay

Milad Farzin, Hooman Shababi, Golnoosh Shirchi Sasi, Marzie Sadeghi, Rosha Makvandi

This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this…

How can brands become central in the consumers’ life?

Arnold Japutra, Sandra Maria Correia Loureiro, Shasha Wang, Haryani Primanti

Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role…

How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research

Bianca Kronemann, Hatice Kizgin, Nripendra Rana, Yogesh K. Dwivedi

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how…

Analyzing the influence of celebrities’ emotional and rational brand posts

Arash Ahmadi, Amirhossein Taghipour, Marc Fetscherin, Siriwan Ieamsom

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their…

Engaging consumers via online brand communities to achieve brand love and positive recommendations

Mandakini Paruthi, Harsandaldeep Kaur, Jamid Ul Islam, Aaleya Rasool, George Thomas

This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the…

Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding

Isaac Cheah, Anwar Sadat Shimul, Min Teah

This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies.

Locals versus foreigners’ emotion-motivational responses towards traditional and non-traditional food

Paulo Rita, Patrícia Arriaga, Ana Moura, João Guerreiro

The purpose of this paper was to study responses to traditional food of a country, focusing on emotion-motivational responses by locals and foreigners.

Fake news: a classification proposal and a future research agenda

Emad Rahmanian

This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future…

Impact of green marketing, greenwashing and green confusion on green brand equity

Abdul Qayyum, Raja Ahmed Jamil, Amnah Sehar

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the…

How businesswomen engage customers on social media?

Nida Fatima, Raza Ali

This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs…

Luxury fashion consumption: a review, synthesis and research agenda

Aihoor Aleem, Sandra Maria Correia Loureiro, Ricardo Godinho Bilro

This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map…

Cross-cultural electronic word-of-mouth: a systematic literature review

Poompak Kusawat, Surat Teerakapibal

Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth…