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Article
Publication date: 16 May 2019

Marcelo Royo Vela and Leonardo Ortegon-Cortazar

The purpose of this paper is twofold: first, to provide empirical evidence of the relationship between specific sensory motivations (i.e. flavor) and the development of preference…

Abstract

Purpose

The purpose of this paper is twofold: first, to provide empirical evidence of the relationship between specific sensory motivations (i.e. flavor) and the development of preference for food, beverages or brands by preteen consumers; and second, to compare the three age groups within the concrete operations stage toward the hypothesis contrast that states that the higher the cognitive development, the more recognized and recalled a brand will be.

Design/methodology/approach

The research techniques implemented were observation (exploratory phase) and personal survey using a paper and pencil questionnaire. The food products and beverages, brands, jingles and isotypes used were based on a convenience sample of 131 lunch boxes. A sample of 682 preteens aged 6–11 in the concrete operation stage obtained by convenience and snowball sampling participated.

Findings

When choosing one product or brand over the other, the results highlight flavor as compared with other more secondary sensory motivations, and there are clear differences between the younger and older age groups. In respect of advertising recall and brand recognition, the older age group shows higher frequencies of correct jingle-brand and isotype-brand association.

Originality/value

Despite product and brand consumption in the child segment relevance further motivational research is needed to identify the factors that influence preferences. The results obtained show that there are preferences and motives for product consumption that can be attributed to the functioning of the senses by the preteen consumer as well as differences within the concrete operations stage.

Open Access
Article
Publication date: 2 June 2021

Marcelo Royo-Vela, Juan Carlos Amezquita Salazar and Francisco Puig Blanco

This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are…

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Abstract

Purpose

This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of clustered companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the cluster on their marketing performance.

Design/methodology/approach

This research used executive-level data that were obtained by carrying out a survey involving a unique dataset of 133 Colombian health-related businesses located in the city of Cali (Colombia) in 2014. A system of equations was modeled using SMART PLS. This analysis was complemented by a qualitative study that involved conducting in-depth interviews in six companies.

Findings

The results showed that, among the SMEs, membership in an urban services cluster did not significantly influence marketing performance or the implementation of marketing orientation practices. No differences were observed in internal managerial practices implemented between companies that were co-located and isolated. However, a higher level of competitor orientation was associated with greater marketing performance. Given the verified absence of moderating and mediating effects, our work provides a reasonable basis for proposing future research and practical recommendations.

Originality/value

While research has demonstrated the relationship between a company's market orientation and marketing performance, this type of analysis has not been carried out on service SMEs in geographic concentrations or clusters.

研究目的

本文旨在處理涉及市場導向與營銷績效間的關係的研究缺口. 當中小型企業處於服務群集內, 市場導向與其營銷績效間存在相互關係;本文旨在處理涉及這關係的研究缺口. 本研究有以下的主要目標:(1)找出群集對群集公司的市場導向及其營銷績效兩者的影響;(2)繼而評估在群集內公司的市場導向對其營銷績效的影響.

研究方法

本研究使用透過進行一項調查而取得的管理階層數據,而這調查涉及於2014年位於卡利市(哥倫比亞)133間與健康衛生有關的哥倫比亞企業的獨特資料集。一個方程式體系透過使用SmartPLS被模擬出來. 這分析有個補充輔助,就是一個涉及在六間公司內進行的深層訪談的質性研究.

研究結果

研究結果顯示,就有關的中小型企業而言,擁有城市服務群集身份並沒顯著地影響營銷績效或市場導向慣常做法的施行。對處於同一地點的公司,抑或是隔離的公司,其內部施行的管理慣常做法並沒觀察到有所不同。但是,高水平的競爭者導向與更佳的營銷績效兩者是相關的。考慮到調節及仲介效果被證實不存在,我們的研究為日後研究及實際建議的提出提供合理的基礎.

研究的原創性

從前的研究證實了公司的市場導向與營銷績效是相關的,唯這類研究分析從來沒有在地理集中或群集內的服務中小型企業上進行過.

Details

European Journal of Management and Business Economics, vol. 31 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 17 July 2017

Leonardo Ortegón-Cortázar and Marcelo Royo-Vela

People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the…

21945

Abstract

Purpose

People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers.

Design/methodology/approach

The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit.

Findings

Shopping centers are, by definition, spaces with a high level of design of the commercial environment. In this case, as evidenced in the results of this research, the design of ecological spaces and environments has the potential of becoming a field of interest for the commercial management of shopping centers, given its potential effect on visiting and shopping intentions.

Originality/value

The main originality of this study was to empirically include and demonstrate the influence of design and natural eco-environment on the intention to visit, along with other elements considered in previous investigations. Therefore, identification of specific empirical findings related to the way attraction factors work allows marketing directors and managers to improve their management decisions concerning design and implementation of marketing strategies, tactical decision guidance, decision-making assessment or control, and the proposal of alternative positioning attributes, such as the design, management, and arrangement of eco-natural environments that allow to increase the number of visits and purchases within these establishments.

Details

European Journal of Management and Business Economics, vol. 26 no. 2
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 8 April 2019

Leonardo Ortegón-Cortázar and Marcelo Royo-Vela

This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test…

1152

Abstract

Purpose

This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test how affective states affect and mediate the relationship between the nature-based atmosphere and behavior or intention to visit.

Design/methodology/approach

Four hypotheses are examined empirically through a model of structural equations using control variables. A survey of 403 consumers distributed in 24 large shopping centers was used.

Findings

The findings indicate the influence of the biophilic atmosphere on affective states and the intention to visit. Also, it is shown that affective states mediate in this relationship and effect.

Practical implications

The research suggests that shopping centers are potentially places to take advantage of people’s natural predisposition. Thus, they can combine biophilic architecture and atmosphere with other more traditional factors of attraction to increase the likelihood of visiting. A biophilic atmosphere can improve the attraction capacity within a highly competitive environment, where design and management of space is a topic of special value.

Originality/value

By incorporating the perception of the biophilic atmosphere in consumer evaluations when visiting shopping centers, this research has shown its influence on visiting intentions through affective states. The research proposes an alternative model that can increase and stimulate the attraction of demand and loyalty, as well as strengthening new paths in the field of retail and services marketing.

Details

Journal of Services Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 29 December 2016

Marcelo Royo-Vela and Farina Meyer

To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors that…

Abstract

Purpose

To explore and measure wearout or the acceptance threshold, beyond which, messages in the form of mobile text advertising generate irritation. To assess the set of factors that positively or negatively, according to literature, influences the attitude towards advertising in short message service (SMS) format and on this basis to propose future research along this line. There is also a focus on irritation antecedents.

Methodology/approach

Two surveys are used to prevent unbiased answers. The first one is driven to study the wearout effect in the SMS context. An offline survey is carried out using a structured questionnaire. A sample size of 188 using convenience sampling is collected. The second research is driven to study irritation and attitude towards SMS advertising. Data are collected through an online questionnaire which is published through social media platforms, an e-mail mailing list and a quick response (QR) code. An international sample size of 253 applying a convenience and snow ball sampling procedure is collected.

Findings

The wearout threshold and irritation antecedents in the mobile advertising context are identified as well as positive and negative factors which influence attitude towards SMS advertising. The replies do not match exactly with the significant factors found in previous research.

Research limitations/implications

There are some, among them, sample size and sampling procedure; only one sector was analysed and, although reliability is acceptable, the number of items in each measurement scale was reduced to only two.

Practical implications

Wearout and the characteristics of an SMS message capable to generate positive attitude are described.

Social implications

Guidelines to improve public attitudes towards SMS advertising and prevention from wearout are given.

Originality/value

Wearout in the mobile advertising context is explored and some insights regarding irritation antecedents and the role played by frequency and other positive factors in the causal model proposed by the academy are assessed.

Article
Publication date: 9 August 2011

Marcelo Royo‐Vela and Paolo Casamassima

This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional…

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Abstract

Purpose

This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.

Design/methodology/approach

The paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.

Findings

The data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper introduces a third dimension to the construct of belonging, called non‐participative belonging. Active participative belonging influences the level of satisfaction and affective commitment more positively than passive and non‐participative belonging.

Research limitations/implications

Data were obtained through surveys, web surveys and online interviews. There were also limitations of sample size and sampling procedure.

Practical implications

Managers may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising by developing virtual brand communities and promoting consumers' participation in them.

Originality/value

Previous works that have focused on virtual brand communities have never concentrated on virtual brand communities within Facebook. In addition, prior to this study, belonging to a virtual brand community was a two‐dimensional construct: active and passive participative belonging. The paper identifies a third dimension as non‐participative belonging. Thus this paper offers new areas for future research.

Article
Publication date: 26 September 2007

Marcelo Royo‐Vela, Joaquin Aldás‐Manzano, Ińes Küster‐Boluda and Natalia Vila‐Lopez

The purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine…

2943

Abstract

Purpose

The purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.

Design/methodology/approach

Content analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.

Findings

Use of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and women stereotypes persist but there has been a move from the portrayal of the character in situations considered socially traditional to less traditional scenarios. At the end of the period analysed, Spanish magazines show low and decreasing levels of sexism.

Research limitations/implications

Only one advertising medium and one country have been analysed.

Originality/value

This is the first study developed in Spain in gender role stereotyping and sexism, and has been analysed through a longitudinal research.

Details

Equal Opportunities International, vol. 26 no. 7
Type: Research Article
ISSN: 0261-0159

Keywords

Article
Publication date: 10 October 2008

Yi Wang, Marcelo Royo Vela and Katherine Tyler

The purpose of this paper is to assess Chinese tourists' perceptions of the UK hotel service quality, and to analyze the role of Chinese culture in influencing their expectations…

6705

Abstract

Purpose

The purpose of this paper is to assess Chinese tourists' perceptions of the UK hotel service quality, and to analyze the role of Chinese culture in influencing their expectations and perceptions.

Design/methodology/approach

An adapted SERVQUAL questionnaire for measuring hotel service quality attributes, and paired t‐test and the Mann‐Whitney test for data analysis were used in the study.

Findings

The main findings fully support the hypotheses developed, and reveal a number of shortfalls, particularly on the empathy, reliability and tangible dimensions, in UK hotel services, which have led to negative consumers' experiences.

Research limitations/implications

Future study requires a larger sample size with more sophisticated statistical analysis, and also additional emphasis on the price/value relationship for hotels themselves, and the hotel category.

Practical implications

These are implications for the UK hotel marketers, managers, and employees, who may use the findings to adapt services to capitalize on the potential of Chinese outbound travel to the UK.

Originality/value

This exploratory study provides fresh insights on the interrelationships of cultural influences and customers' evaluations of service quality.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 2 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 1 June 2001

Ignacio Redondo‐Bellón, Marcelo Royo‐Vela and Joaquin Aldás‐Manzano

Aims to demonstrate, from a marketing and market segmentation point of view, the need to adapt the construct of the family life cycle to the particular features of the Spanish…

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Abstract

Aims to demonstrate, from a marketing and market segmentation point of view, the need to adapt the construct of the family life cycle to the particular features of the Spanish social environment, given the obvious differences in the structure of Spanish households in relation to the USA. From this marketing and cross‐cultural approach, a review of the literature has been conducted on the evolution of the construct and the most significant models that have been arising as the outcome of that evolution. A new life cycle model has been designed reflecting these particular features. Also, on the basis of data taken from the Family Budgets Survey, the capacity of the adapted model has been analysed for predicting household expenditure in comparison with the main US models and the most habitual socioeconomic variables, and for detecting market segments with different needs. The results obtained show the utility of the construct adapted, both as a segmentation variable and as a predictor, together with the typical socioeconomic variables that explain household expenditure. The practical and academic utility of the model from a marketing approach, its potential adaptation to the Mediterranean European environment, and the main methodological limitation of the research are also discussed.

Details

European Journal of Marketing, vol. 35 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

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