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The experiences are the basis of the tourist sector and the creation of unique and unforgettable ones allows the differentiation from the competition. The purpose of this paper is to analyze the effects of the experience when visiting a zoo on our emotions and how they influence our (positive and/or negative) behaviors and to investigate whether an innovation (gamification programs) could be used to intensify the relations proposed.

The authors collected the experiences lived by 242 visitors in BIOPARC Valencia (a zoological park). Two subsamples were identified: 166 insatiable tourists who expressed that the gamification would complete their experience, and 76 conventional tourists who indicated that the current experience did not need any kind of improvement.

The results show that some of the proposed relationships are more tenuous among the insatiable visitors, defenders of gamification, which allows the authors to verify the possibilities offered by gamification.

First, although the impact of experiential modules on emotions and behaviors has already been investigated, as far as behavioral effects are concerned, the difference between positive behaviors (loyalty) and negative behaviors (complaints and claims) has not been addressed. Second, the relationship between both types of behaviors (positive and negative) in this sector has not been studied to date. Finally, although the literature recognizes the impact of technology and its importance as an instrument of experiential marketing, its empirical exploration remains uninvestigated. Indeed, to date, the willingness of consumers to adopt gamified strategies to improve their tourism experiences has not been investigated.

Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in modifying product attitudes and purchase intention (consequently, eating habits). In this frame, the first objective is to analyze the role of three antecedents on attitudes toward nutritional labels and credibility from health claims. These three starting antecedents are as follows: psychological characteristics of the consumer associated with eating disorders, body image attitudes and affective reactions (pleasure and arousal). Second, this paper aims to analyze if both elements (attitudes toward nutritional labels and credibility from health claims) improve (or not) food product attitudes and then, its purchase intention.

The sample comprised 300 young people between 18 and 25 years old. They provided their opinion about a healthy product by completing a structured and personal questionnaire after inspecting the packaging. Path analysis with partial least squares (PLS) was carried out to test the hypotheses stated.

First, psychological characteristics associated with eating disorders (self-concept and self-esteem) have a positive significant influence on body image attitudes. Second, attitudes toward their body image have a great effect on the perception that these consumers have about the information provided by healthy food packaging. Insofar as those whose attitudes toward their body image is “damaged” seek in the nutritional label indications that make them feel calm understanding that the food they are going to buy is not harmful to their health. Moreover, credibility from health claims improves positive attitudes toward the nutritional label. On the contrary, those consumers with higher punctuations in body image assigned lower values to those items concerning nutritional information and health claims in the packaging. Third, if attitudes to nutritional information improve, then product attitudes improve too. Fourth, if product attitudes improve, then purchase intention improves too. So, food product managers should be aware of the need to improve product attitudes by working on the packaging (label and claim) to improve purchase intention.

First, although previous literature has investigated individual psychological characteristics related to food disorders in the health area, the study of these specific individual psychological characteristics (ineffectiveness, perfectionism, interpersonal distrust, interceptive awareness, maturity fears), is under-researched in the marketing discipline. Second, to date, different authors have investigated how important the use of credibility from health claims in packaging can be in terms of increasing product attitudes and purchase intention, as well as the development of positive attitudes toward nutritional information on the label. However, the joint study of both information sources in the packaging (credibility from health claims and attitudes toward nutritional labels) remains under-investigated.

This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA: individuality, consistency and continuity.

The survey, delivered in an online format, was completed by 749 respondents from the USA. These respondents were gained through a basic simple random sampling technique. After conducting data analysis techniques such as reliability, correlation and regression, all five research hypotheses were accepted.

All three antecedents of BA were found to have significant influence on the first-order construct. Also, BA was shown to have a substantial effect on both PV and BT. The relationship between brand individuality and BA was the most significant of the five, while the association between BA and PV was found to be the least significant.

Prior research on BA, the majority of which has involved a qualitative approach, has been severely limited. The authors’ work deepens the study of the effects of BA, or its various antecedents, on PV and BT, enhancing the research with an empirical, quantitative analysis. In addition to the shortage of investigation related to these factors, there has been a nearly complete absence of the application of these variables to the craft beer market.

This paper aims to show the advantages that social marketing training programs for disability professionals can play in improving the approach to the problems faced by people with disabilities, offering a necessary mutual understanding between both sectors. So, describing what are the training needs in social marketing expressed by disability professionals and providing an initial shared theoretical framework of both fields that could contribute to implementing social marketing strategies in the field of disability as an inducer of quality of life.

This is a mixed-method approach combining: a quantitative analysis with a web-based self-administered questionnaire completed in six European countries and a qualitative analysis: interviews to experts pre and post questionnaire.

Quantitative data has identified that: front-line professionals working directly with people with disabilities have high social marketing training needs; these needs are mostly related to the assessment and modification of clients’ behavior and the development of interventions according to the concept of value co-creation. Qualitative data has shown that: both fields share some similar theoretical frameworks. Therefore, it is stated that social marketing has the potential to be better implemented in the disability field.

Considering public policy; stigma and discrimination; regulations; other models and improving the sampling method.

Sharing theoretical framework of both fields, social marketing strategies into the disability field as an inductor for quality of life. No research has analyzed the needs of disability professionals when they have to face a problem and find a solution that social marketing strategies could offer into the disability field.

The purpose of this study is twofold: to analyse the influence of both individual and environmental factors in order to explain alcoholic spending and to identify different groups of alcoholic beverage shoppers.

For the research, an online questionnaire was distributed among 1,023 Spanish participants of age more than 18 years. Multivariance techniques were used for analysis, and the results show significant influence of specific motivational domains, brand awareness, perceived culture, socio-demographic variables and purchasing environment. With these results, a cluster analysis was carried out identifying seven groups of alcoholic beverage shoppers.

This research confirmed the influence of both individual and environmental factors, and the authors have identified seven different groups of alcoholic beverage shoppers: prosperous, social, non-conformist, postmodern, communities, controllers and planners. This led to the consideration of various management implications, which would boost the success of the beverage industry.

The originality of this research focuses on identifying different cluster of shoppers who purchase alcoholic beverages and on revealing the characteristics of each identified cluster. Based on the exact profile proposed, the alcoholic beverage industry should design more appropriate marketing strategies to achieve competitive advantage and to reinforce purchasing because in today’s markets, there are fewer and fewer situations where a mass marketing approach is feasible.