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Article
Publication date: 27 May 2022

Katja Anna Stadlthanner, Luisa Andreu, Xavier Font, Manuel Alector Ribeiro and Rafael Currás-Pérez

This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility…

Abstract

Purpose

This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company.

Design/methodology/approach

Using a 2 × 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling.

Findings

Gain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions.

Originality/value

This study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 26 April 2022

Igor Stojanovic, Luisa Andreu and Rafael Curras-Perez

This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity.

Abstract

Purpose

This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity.

Design/methodology/approach

The authors performed a quantitative study with 433 international tourists and social media users using an online survey and structural equation modeling.

Findings

The results show that user-generated content (UGC) and destination-generated content (DGC) both positively affect tourist behavior through the mediating role of destination brand equity. Of the two, UGC is more important for building a positive destination image and more valuable for improving perceived destination quality and value. The results also show that affective image is a powerful predictor of tourist behavior.

Practical implications

The findings provide useful insights for destination management organizations (DMOs) and social media marketing strategies. DMOs need to generate content that was highly relatable and evokes emotion, and encourage tourists to share their own experiences to improve destination brand equity and future behavior.

Originality/value

The study was conducted in the passive, pretrip stage before a travel decision is taken, which offers unique insight into how social media communications affect: destination brand equity and users’ decisions to choose certain destinations over others.

研究目的

本文旨在进一步了解目的地和旅游社交媒体传播对目的地品牌资产的影响。

研究设计/方法/途径

本论文使用在线调查和结构方程模型对 433 名国际游客和社交媒体用户进行了定量研究。

研究结果

结果表明, 用户生成的内容(UGC)和目的地生成的内容(DGC)都通过目的地品牌资产的中介作用对游客行为产生积极影响。两者中, UGC对于建立积极的目的地形象更为重要, 对于提高感知的目的地质量和价值更有价值。结果还表明, 情感形象是旅游行为的有力预测因素。

实际意义

研究结果为目的地管理组织 (DMO) 和社交媒体营销策略提供了有用的见解。 DMO 需要生成具有高度相关性和唤起情感的内容, 并鼓励游客分享自己的经验, 以提高目的地品牌资产和未来行为。

原创性/价值

该研究是在做出旅行决定之前的被动旅行前阶段进行的, 它提供了关于社交媒体传播如何影响:(i) 目的地品牌资产, 以及 (ii) 用户的选择决定某些目的地优于其他目的地的独特见解。

Open Access
Article
Publication date: 24 January 2018

Igor Stojanovic, Luisa Andreu and Rafael Curras-Perez

The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the…

29501

Abstract

Purpose

The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty.

Design/methodology/approach

The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees.

Findings

Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication.

Originality/value

Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.

Details

European Journal of Management and Business Economics, vol. 27 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Open Access
Article
Publication date: 12 February 2019

Isabel Sánchez García and Rafael Curras-Perez

The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the…

4848

Abstract

Purpose

The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switching behaviour.

Design/methodology/approach

A representative survey with 800 consumers of mobile phone services (utilitarian) and holiday destinations (hedonic) was carried out.

Findings

Satisfaction is not a significant antecedent of switching intention in the hedonic service and its effect is marginal in the utilitarian service. In the utilitarian service, the main predictor of switching intention is post-purchase regret, whereas in the hedonic service, the main determinants of switching intention are past switching behaviour and anticipated regret.

Originality/value

The main contribution of this study is the analysis of the determinants of provider switching behaviour that may explain abandonment by satisfied customers, to see if their influence is greater or smaller than that of satisfaction itself, which has been the most analysed variable. Furthermore, there are expected to be differences between utilitarian and hedonic services, an aspect which is also studied in this work.

Details

European Journal of Management and Business Economics, vol. 29 no. 1
Type: Research Article
ISSN: 2444-8494

Keywords

Article
Publication date: 3 June 2020

Carla Ruiz-Mafe, Enrique Bigné-Alcañiz and Rafael Currás-Pérez

This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital…

2759

Abstract

Purpose

This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.

Design/methodology/approach

The data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.

Findings

The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.

Originality/value

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

Details

Journal of Service Management, vol. 31 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 2 August 2011

Rafael Currás‐Pérez, Carla Ruiz‐Mafé and Silvia Sanz‐Blas

The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre…

2450

Abstract

Purpose

The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre dependency and teleshopping behavior, and to identify the moderating effects of televiewers' instrumentalist behavior on teleshopping.

Design/methodology/approach

The Media Dependency Theory has been used as the conceptual framework of this study to explain teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members.

Findings

Data analysis performed using a sample of 432 Spanish teleshoppers shows that genre dependency has an indirect influence on teleshopping exposure, which in turn has a direct and positive effect on teleshopping behavior. The individual‐media relationships proposed are, in all cases, greater for high instrumentalist televiewers.

Practical implications

This research provides managers suggestions to increase teleshopping behavior. Managers responsible for TV content design should encourage specific viewing and purchase objectives so that they will attract an audience with instrumentalist motivations. They should also design attractive sales programs to retain the audience's attention and promote relationships with program hosts to increase relationships with TV personalities.

Originality/value

Previous research focused on individual media dependency has analyzed the antecedents and consequences of individual media‐genre dependency, but despite dramatic differences between instrumentalist and ritualist televiewers, very limited research has been conducted to examine them. This paper explains teleshopping in terms of the relations of the individual with the teleshopping genre, TV personalities and audience members, focusing on the moderating influence of televiewer's instrumentalist behavior.

Article
Publication date: 7 October 2014

Rafael Curras-Perez, Carla Ruiz-Mafe and Silvia Sanz-Blas

– The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory.

3109

Abstract

Purpose

The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory.

Design/methodology/approach

A quantitative study was carried out with data gathered by personal interview using a structured questionnaire. Relationships proposed in the theoretical model were estimated through structural equation models. In total, 811 users of social networks over 14 and residents in Spain were part of the sample.

Findings

Results indicate that use attitude and the subjective norm, both TPB variables, directly and significantly influence social network loyalty. Thus, network loyalty can be achieved if the individual shows a favourable attitude towards use and receives positive feed-back (comments, opinions, etc.) from friends, acquaintances and other individuals in their environment. Perceived control has no influence on social network loyalty. Finally, this research highlights the importance of socialisation and entertainment as antecedents of social network attitude.

Research limitations/implications

Social network use has been analysed globally and database includes users with very different profiles (e.g. Facebook and Tuenti) what may skew the results.

Practical implications

Individuals access social networks to establish social links with friends/family/acquaintances, seeking entertainment and fun, but they are never used to be fashionable or up-to-date. Given the importance of social relations, companies should motivate participation elements in their social networks profiles.

Originality/value

The paper presents a model that explains the formation of loyal social network customers, integrating TPB and Uses and Gratifications Theory to enable understanding of the role of these networks in individuals’ lives.

Details

Industrial Management & Data Systems, vol. 114 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 3 August 2010

Enrique Bigné Alcañiz, Alejandro Alvarado Herrera, Rafael Currás Pérez and José Javier Rivera Alcami

The purpose of this paper is to determine whether management‐ and marketing‐salient literature focused on corporate social responsibility (CSR) and related issues has…

1806

Abstract

Purpose

The purpose of this paper is to determine whether management‐ and marketing‐salient literature focused on corporate social responsibility (CSR) and related issues has evolved from 2003 to 2006, both quantitatively and qualitatively, and to learn which of three competitive epistemological evolutional views (progressive, variegational, normativist) best fits CSR evolution in both disciplines.

Design/methodology/approach

Following an ex professo methodology developed by de Bakker, Groenewegen and Den Hond, a content analysis (CA)‐based empirical examination of 570 papers focused on CSR and corporate social performance (CSP) published in indexed management and marketing journals between 2003 and 2006 was conducted. The selected temporal scope is equivalent, in terms of CSR published papers, to the period 1972‐2002 analyzed by de Bakker et al. Three coders judged each paper by their epistemological orientation and discipline pertinence, achieving larger enough reliability coefficients.

Findings

The epistemological evolution of CSR within the management and marketing literatures fits a progressive view, and both alternative evolutional perspectives, variegational and normativist, were rejected. This finding means that theoretical‐oriented papers (conceptual, exploratory or predictive) prevailed over prescriptive (instrumental and normative) and descriptive articles. This qualitative evolution has been accompanied by a significant growth in the total number of CSR papers published in the broad management field from 2003 to 2006.

Research limitations/implications

Judgments were mainly based on papers' abstracts, titles and keywords. Full text analyses were only done on those cases where coders had doubts.

Originality/value

The research contributes to a better understanding of the role of CSR within the management and marketing disciplines, as it is the first to analyse the epistemological evolution of CSR in the academic research. The findings serve to refute the ideas that CSR research has an intrinsic normative character, is still too embryonic or has a disoriented evolution.

Details

Social Responsibility Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 18 September 2009

Enrique Bigné‐Alcañiz, Rafael Currás‐Pérez and Isabel Sánchez‐García

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM)…

9743

Abstract

Purpose

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.

Design/methodology/approach

This is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.

Findings

Findings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.

Research limitations/implications

Real brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.

Practical implications

The findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.

Originality/value

This study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.

Details

Journal of Product & Brand Management, vol. 18 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 30 March 2012

Enrique Bigné, Rafael Currás‐Pérez and Joaquín Aldás‐Manzano

The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image…

8449

Abstract

Purpose

The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context.

Design/methodology/approach

A theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, randomly selected. Two newly created, printed CBA advertisements served as the basic stimulus of the study.

Findings

This research shows that consumers perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While functional fit has a direct, although gentle influence on CSR perception, image fit has an indirect influence, as it is used as a cue to evaluate altruistic brand motivations and brand credibility.

Research limitations/implications

The chosen research approach may reduce the generalisability of the results. Further empirical testing using alternative brands and outcome measures is encouraged.

Practical implications

Both types of fit influence the formation of CSR perception, and should therefore be postulated as decision criteria to brand managers for choosing the CBA partner. Specifically, brands which are likely of being perceived as not credible or egoistic when associating with the cause, must pay special attention to image fit.

Originality/value

This work analyses and compares simultaneously the influence of functional fit and image fit on CSR brand perception formation in the context of a CBA strategy.

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