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Article
Publication date: 17 June 2020

Diana Escandon-Barbosa, Andrea Hurtado-Ayala, Josep Rialp-Criado and Jairo A. Salas-Paramo

Societal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle…

Abstract

Purpose

Societal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle and general characteristics of generations who have been born immersed in this technological context to those of other generations. The objective of this paper is to analyze brand image (BI) as determinant of brand attitude (AB), and the moderating effect of brand equity (BE), in the use of online information among millennial shoppers from Colombia. In general, the purpose of this paper is to contribute to existing literature related to the importance of generational membership in classifying individuals regarding brand perception (BI, AB and BE) and association with the use of shopping channels between different generations.

Design/methodology/approach

A hierarchical regression model is estimated with a sample of university students in Colombia who are considered potential coffee consumers, and who were classified as millennials based on their age.

Findings

The results support that BE effect has a greater impact on AB when consumers have a good BI. Millennials also use more online communication sources to create brand perceptions.

Originality/value

Nevertheless, few studies have concurrently analyzed the characteristics of brand building and types of sources of information (online vs offline). This paper attempts to analyze the behavior of millennial consumers and the use of information channels online vs offline to manage brand and analyze BI, AB and BE.

Details

Young Consumers, vol. 22 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

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Article
Publication date: 27 July 2020

Jorge Moreno-Gómez, Diana Escandón-Charris, Ana Moreno-Charris and Luis Zapata-Upegui

The purpose of this paper is to analyze the role of the process innovation on export propensity in knowledge-intensive business services (KIBS) firms and non-KIBS firms in…

Abstract

Purpose

The purpose of this paper is to analyze the role of the process innovation on export propensity in knowledge-intensive business services (KIBS) firms and non-KIBS firms in Colombia.

Design/methodology/approach

For the empirical application, the authors use a unique primary data set drawn from the Global Competitiveness Project (GCP: www.gcp.org) that includes information for 57 Colombian KIBS for 2019. The authors use a binary choice model to test the proposed hypotheses on the relevance of KIBS and process innovation in explaining export propensity.

Findings

The results showed a positive relationship between KIBS and business size with an export propensity, but this relationship is non-meaningful. Also, the findings showed a negative and non-significant relationship between a process innovation and business age with the probability to export. On the other hand, the evidence state that KIBS firms encourage the relationship between propensity to export and process innovation, which is to say that they are highly effective to increase the propensity to export. Finally, the industry increases the probability of export propensity.

Originality/value

This study offers a new insight relating to KIBS, process innovation and their contribution to increasing export propensity. The findings of this paper offer relevant information to government policymakers to design strategies that promote export activity in Colombia.

Details

Competitiveness Review: An International Business Journal , vol. 31 no. 3
Type: Research Article
ISSN: 1059-5422

Keywords

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