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Article
Publication date: 17 September 2020

Natalia Vila-Lopez and Inés Küster-Boluda

The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This…

Abstract

Purpose

The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This analysis covers from the first paper published on this topic (in 1956) to the last papers published in 2019.

Design/methodology/approach

A total of 1,170 scientific papers (including 14,177 citations within those papers) were retrieved from the Web of Science (WOS) and Scopus, dated from 1956 to 2019. Scimat software was used to analyse the data.

Findings

The results of this paper show that two main sectors constitute the focus of packaging studies from a marketing approach: food and tobacco. Recently, the main topics of research have evolved towards sustainable and health packaging, concerning different agents involved in packaging decisions: retailers, marketers, consumers and producers. So, both lines of research represent promising lines of research.

Originality/value

Three different investigating profiles (i.e. engineers, marketers-psychologists and doctors-scientists) have examined how packaging should be prepared to succeed. However, a holistic bibliometric analysis about “packaging” and “marketing” is missing from those three branches of knowledge. This study is important to guide future lines of research to fill the identified gaps.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 3 July 2020

Erika Sydney-Hilton and Natalia Vila-López

This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries.

Abstract

Purpose

This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries.

Design/methodology/approach

To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, n.d.), and this information was collected for eight different periods (from 2009 to 2016). In addition, to do a cross-industry analysis, data was collected for 11 different industries. Multiple regression analysis and ANOVA test were applied.

Findings

The results lead us to conclude that marketing strategies vary according to industry.

Originality/value

The added value of this paper is that it elaborates on the marketing-accounting interface to bridge the existing gap. A cross-industry comparison is added while previous research has mainly analyzed specific results for a particular sector. This suggests more accurate valuation techniques for marketers, executives and other stakeholders.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 16 July 2021

Asuncion Hernandez-Fernandez, Ines Kuster-Boluda and Natalia Vila-Lopez

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 8 March 2018

Natalia Vila-Lopez and Graham White

To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own…

Abstract

Purpose

To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues.

Design/methodology/approach

Within this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sample of 81 US managers accepted to collaborate. They were then split into two groups (high and low EO; with 41 and 35 managers in each group, respectively) and compared regarding three variables: entry mode strategy, government affiliation strategy, and performance outcomes.

Findings

The results show that EO is related with performance, but not with the two proposed variables of entry mode and government affiliation.

Originality/value

In sum, the added value of the paper is to link US managers’ strategies and performance in a newly liberalized market which has been seldom studied: Cuba. The fields of entry mode strategies and government affiliation decisions in this newly liberalized market remain poorly investigated. Not all firms managed by highly entrepreneurial-orientated managers will decide to enter foreign markets and, on the contrary, domestic firms which are not interested in international markets can be run by highly entrepreneurial managers. This is due, in part, to the fact that internationalization can be driven by other factors. Therefore, this paper will attempt to demonstrate if certain entry modes will perform better than others when the foreign market is a newly liberalized economy. Additionally, the importance, and effect, of governmental relationships on performance outcomes will be tested within the research.

Details

European Journal of Management and Business Economics, vol. 27 no. 3
Type: Research Article
ISSN: 2444-8494

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Article
Publication date: 2 April 2020

Amparo Kuster-Boluda, Natalia Vila Vila and Ines Kuster

Complaint management is at the heart of customer relationship management. While many studies have analyzed a client’s complaint behavior in business-to-business (B2B…

Abstract

Purpose

Complaint management is at the heart of customer relationship management. While many studies have analyzed a client’s complaint behavior in business-to-business (B2B) relationships, there is a lack of research in the study of complaints by distributors from different countries. The purpose of this paper is to explain the following two main objectives: to analyze if the complaint management strategy of a manufacturer varies depending on the type of international distributor used (indirect exporters, direct exporters and commercial subsidiaries); and to analyze the potential effects of complaint management on the satisfaction and fidelity of distributors and the quantity of complaints that they put.

Design/methodology/approach

A stratified probabilistic sampling method was used, dividing the entire population of distributors of a leading Spanish manufacturer into three different groups. In total, 79 valid responses were obtained as follows: 24 per cent from indirect exporters (organizational commitment Grade 1), 68 per cent from direct exporters (organizational commitment Grade 2) and 8 per cent from commercial subsidiaries (organizational commitment Grade 3). Partial least squares were used to analyze the proposed relationships.

Findings

The results have confirmed that the procedure for resolving the complaint and its length (resolution time) depends on the seriousness of the complaint (the type of complaint). In turn, the resolution of the complaint influences the satisfaction of the vendor and the latter will influence its fidelity. Regarding the number of complaints, those distributors with the highest number of complaints satisfactorily resolved are those who remain loyal to the company. On the contrary, it is not possible to affirm that the type of distribution channel affects the types of complaints that are presented. Different kinds of distributors of the same manufacturer (indirect exporters, direct exporters and commercial subsidiaries) complain equally. In addition, those whose complaints take longer to resolve are not significantly less satisfied. Even more, low-satisfied distributors will present more complaints than the most satisfied ones.

Originality/value

First, this study investigates if different kinds of distributors with different international commitments (indirect exporting, direct exporting and commercial subsidiary) behave differently in terms of claims and complaints. Second, this paper analyzes the role of complaint management in international B2B relations to improve distributors' satisfaction and loyalty; but considering the join impact of three dimensions of a successful complaint management strategy that literature usually has examined separately as follows: what (the type of complaint), how it is resolved (management procedure) and when it is closed (duration).

Details

Journal of Business & Industrial Marketing, vol. 35 no. 11
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 12 September 2020

Miguel Angel Gonzales-Chávez and Natalia Vila-Lopez

The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in…

Abstract

Purpose

The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic word of mouth [eWOM]) and second, to compare if men and women expect the same attributes in a successful avatar.

Design/methodology/approach

A three avatar designs were prepared for this experiment. Then, they were presented to the respondents to be evaluated changing the order of appearance for avoiding biases: (attractive/likeable, expert/credible and normal/basic avatars). The participants were recruited using an online procedure. The final sample size was 104 consumers. They provided 302 valid responses about the three different avatars. A restaurant chain Chili's in Peru was used to define this experiment.

Findings

Findings of the study indicated that the design attributes of an avatar and the desired effects were related terms. Second, an expert/credible avatar worked better than an atractive/likeable one and also better than a common avatar, especially among the feminine target.

Originality/value

This paper tries to develop a guide for executives or entrepreneurs immersed in the gastronomic field in Peru, to enable them to make appropriate decisions regarding the definition of an attractive and disruptive web page design with an innovative tool: efficient commercial avatars.

Details

Industrial Management & Data Systems, vol. 121 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

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Article
Publication date: 6 November 2019

Miguel Trigo-De la Cuadra, Natalia Vila-Lopez and Asunción Hernandez-Fernández

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Tourism Cities, vol. 6 no. 2
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 9 October 2019

Dalia Suham-Abid and Natalia Vila-Lopez

The purpose of this paper is to analyze differences in airlines service quality perceptions (service content) and visual communication styles (service form) between…

Abstract

Purpose

The purpose of this paper is to analyze differences in airlines service quality perceptions (service content) and visual communication styles (service form) between passengers from a high-context (HC) culture (Iraq) and from a low-context (LC) one (Germany). The theoretical support is based on Hall’s (1976) theory about cultural influences on consumers’ perceptions and on ethnocentric influences.

Design/methodology/approach

In this study, the authors compared two groups of passengers from two countries ‒ Iraq (a high-context culture) and Germany (low-context culture) – that gave their opinions about two different airlines (Iraqi Airlines and Lufthansa). In total, 400 personal evaluations were obtained (100 for each company in each country).

Findings

The results have demonstrated that, first, regarding service quality perceptions, both groups of passengers differ, not due to the cultural context, but due to the ethnocentristic feeling, that is service quality values are higher when the domestic company is evaluated in both countries. Second, regarding visual identity perceptions, the cultural context explains perception differences, because the Germans evaluations are higher for both, the foreign company and the domestic one.

Originality/value

First, the authors have measured in the same study whether people from an LC culture differ from people from a HC culture with respect to how they perceive both the content of the service (the perception of service quality) and the form of the service (the perception of visual identity). In other words, the authors have compared not just the way a company delivers its services, but also how the company is visually presented. Second, the authors have studied a country that has seldom been analyzed from a marketing perspective, Iraq. Third, the authors have compared not just two cultures, but also two companies (a domestic one and a foreign one), in order to see if consumers tend to have more positive perceptions of a local company, regardless of the culture to which they belong. If this point is demonstrated, then some more implications related to ethnocentrism will be added for a better understanding of how to proceed in the international arena.

Details

The TQM Journal, vol. 32 no. 1
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 19 June 2019

Asuncion Hernandez, Natalia Vila, Ines Kuster and Carmen Rodriguez

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Wine Business Research, vol. 31 no. 3
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 16 July 2019

Erika Sydney-Hilton and Natalia Vila-Lopez

The relevance of marketing to explain financial success has been seldom investigated. In this scene, the purpose of this study is to analyze whether the correlations…

Abstract

Purpose

The relevance of marketing to explain financial success has been seldom investigated. In this scene, the purpose of this study is to analyze whether the correlations between four marketing strategies and seven financial measures has increased (or not) over time.

Design/methodology/approach

To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, 2019). Data were collected for eight different periods of time (from year 2009 to year 2016) and for 11 different industries. Multiple regression analysis and ANOVA tests were used.

Findings

First, two marketing investment decisions out of four (brand value and price) have displayed a significant and incremental change over time. The other marketing investment decisions (brand rank, communication and service) have not increased their importance with time. Second, in two investment decisions (brand value and price), correlations found with financial measures have strengthened over time.

Research limitations/implications

This study was conducted on large US public companies. Studying other sectors within the USA such as small capitalization firms or privately owned firms can lead to future discoveries, while looking at similar companies in different countries, could provide compare and contrast opportunities. Second, no qualitative data were obtained in this study, leaving potential for gaps in knowledge that could be remedied by qualitative analysis. Third, given that all marketing investment was considered of equal value in the present paper, future research could be done to avoid this limitation.

Practical implications

From a practical approach, the authors want to eliminate the dissonance between marketing and accounts as far as the lack of “marketing accountability” (Webster et al., 2003, p. 27) has lead marketing to “lost its seat at the table” (Kumar and Shah, 2009, p 119). That is, they want to call the attention to the relevance of investing in diverse marketing tools at the same time from an accounting approach, showing how these tools can be used to improve financial results. Kumar (2015) explains how, as companies strive to cut costs, meet annual revenue targets and maximize efficiency, less attention is being placed on the importance of forward-looking marketing strategies. The authors would like to show how favorable financial results are linked to diverse marketing investments. As Arslanagic-Kalajdzic et al. (2018) have underlined, there is a need for building, improving and sustaining marketing accountability within the firm and its relevance for value.

Originality/value

From an academic approach, the added value is to adopt a longitudinal perspective to analyze the evolution of marketing investment over time and its interesting results, given that, until now, most of the studies have focused on a specific period (Anderson et al., 2004; Fornell et al., 2006). Previous works have scarcely noticed that by better understanding how marketing investments impact regularly used financial variables, stakeholders can better assess the inner workings of a company (Ambler et al., 2001). Bridging this academic gap from a longitudinal perspective will enable marketing workers and accounting workers to act cohesively to cultivate successful companies.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

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