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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

Content available
Article
Publication date: 13 November 2018

Maryna Chepurna and Josep Rialp Criado

Value co-creation is an important topic of interest in marketing domain for the past decade. Co-creation via the internet has received a particular attention in the…

Abstract

Purpose

Value co-creation is an important topic of interest in marketing domain for the past decade. Co-creation via the internet has received a particular attention in the literature (O’Hern and Rindfleisch, 2010). Although there have been substantive number of studies of what motivates customers to participate in value co-creation in the internet-based platforms, there is a lack of research of what the deterrents are that may prevent customers from contributing their ideas online. This research was undertaken to define the deterrents from the customers and companies’ point of view. Furthermore, the difference, if exists, between the users’ and marketing professionals’ ranking of the inhibitors to co-creation online is also studied.

Design/methodology/approach

This exploratory qualitative research is based on 20 in-depth semi-structured interviews with customers and 20 in-depth semi-structured interviews with marketing specialists from different companies. Spearman’s rank correlation is applied to explore the relationship between the internet users’ and marketers’ responses.

Findings

There are nine constraining factors. The results show that although there is a repetition of the mentioned constraining factors indicated by the both groups of the interviewees, the ranking of the barriers is distinctive.

Research Implications

New conceptual information is received on what restrains customers from co-creation from both customers’ and companies’ point of view.

Practical Implications

This paper explains the potential problems to be confronted when launching a co-creation project in the internet-based platforms and offers managers a preliminary guide to comprehension of the users’ deterrents rating.

Originality

The paper that defines deterrents to co-creation online.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Content available
Article
Publication date: 25 October 2019

Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu and Josep Rialp-Criado

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and…

Abstract

Purpose

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.

Design/methodology/approach

This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.

Findings

The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.

Originality/value

This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Propósito

El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.

Diseño/metodología/enfoque

Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.

Resultados

Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.

Originalidad/valor

La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.

Palabras claves

Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

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Article
Publication date: 11 September 2009

Laura Zapata Cantú, Josep Rialp Criado and Alex Rialp Criado

The purpose of this paper is to examine the generation and transfer of knowledge in information technology‐related small and medium enterprises (SMEs).

Abstract

Purpose

The purpose of this paper is to examine the generation and transfer of knowledge in information technology‐related small and medium enterprises (SMEs).

Design/methodology/approach

Based on a survey of 105 employees from 30 organizations in Barcelona, Spain, the authors use a structural equation approach to validate the conceptual model.

Findings

Personal motivation and the opportunity to learn from other employees are critical to generate knowledge. The attitudes and abilities of those who take part in the transfer process are also relevant, and this is especially true in cases when knowledge is highly tacit. Personal development is one example of knowledge‐based organizational and social development.

Practical implications

The results point to the importance of the roles of managers and employees as bearers of initiative, voluntary effort and commitment. At the same time, they suggest that the firm's strategic planning process should include the knowledge to be transferred.

Originality/value

Two phases of knowledge management are studied, generation and transfer in IT‐related SMEs, and this study demonstrates how these processes are relevant.

Details

Journal of Knowledge Management, vol. 13 no. 5
Type: Research Article
ISSN: 1367-3270

Keywords

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Article
Publication date: 1 October 2002

Esteban García‐Canal, Cristina López Duarte, Josep Rialp Criado and Ana Valdés Llaneza

This paper aims at identifying practices that help managers to cope with two opposing forces related to global alliance management: the desirable gradual development of…

Abstract

This paper aims at identifying practices that help managers to cope with two opposing forces related to global alliance management: the desirable gradual development of the alliance – due to time compression diseconomies in trust formation – and the need to accelerate this development in order to react quickly to the challenges of a global market. On the basis of a single case study, we show that several practices can be used to guarantee that acceleration does not put in danger either trust formation or other sources of relational rents.

Details

Management Decision, vol. 40 no. 8
Type: Research Article
ISSN: 0025-1747

Keywords

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Book part
Publication date: 27 November 2006

Abstract

Details

International Marketing Research
Type: Book
ISBN: 978-0-76231-369-3

Content available
Article
Publication date: 26 October 2012

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

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