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Article
Publication date: 18 April 2017

Rubén Huertas-García, Jorge Lengler and Carolina Consolación-Segura

Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours…

Abstract

Purpose

Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically.

Design/methodology/approach

This study includes two stages: a qualitative stage to build brand–cause relationships and a quantitative study of one of these relationships to examine which fit dimensions are involved and whether they generate synergy in purchase intentions.

Findings

Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively.

Research limitations/implications

This study presents limitations, as it has been developed using a particular sample of university students.

Practical implications

These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals.

Originality/value

The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals.

Details

Journal of Product & Brand Management, vol. 26 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 4 April 2016

Ruben Huertas-Garcia, Juan Carlos Gázquez-Abad and Santiago Forgas-Coll

Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA…

Abstract

Purpose

Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment’s design to each respondent depending on their previously stated preferences, ordered in a self-assessment questionnaire. The purpose of this paper is to describe advantages and disadvantages of using a partial-profile randomised experiment, the usual system, and to propose a new design strategy for arranging profiles in blocks that improve its performance.

Design/methodology/approach

The authors propose a comparison between their design with the commonly used designs, as random designs and the so-called “mirror image”, in their resolution capacity for the estimations of main factors and two-factor interactions with the lowest number of profiles.

Findings

Comparing the proposed design over the other two designs highlights certain aspects. The proposed design guarantees more estimation for each experiment than the others and allows the researcher to tailor the design to his or her goals. The authors’ procedure will help researchers to determine an experiment’s resolution capacity before carrying it out, as well as to estimate main factors and two-factor interactions alike.

Originality/value

The authors propose a new design strategy for arranging the profiles in blocks for improving the performance of ACA. This proposal is based on the use of a full-profile approach in which profiles are arranged in two-level factorial designs in blocks of two, and the levels of each factor are codified vectorially.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 11 March 2019

Maciel Prediger, Ruben Huertas-Garcia and Juan Carlos Gázquez-Abad

The purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between several aspects of store flyers design (presence of a institutional slogan, type of product (national brand (NB) or store brand (SB)) featured on the cover page, the size of the flyer, number of featured NBs, type of brand (NB vs SB) on promotion, and price difference between the most expensive (NB) and the cheapest SB) and the consumer’s perceived variety of the retailer’s assortment, as a dimension of its global image.

Design/methodology/approach

A mixed laboratory experiment that combined a between-subjects experimental design and inter-subject conjoint analysis was conducted. A fictitious flyer from a fictitious supermarket was created that included both real NBs and fictitious SBs. In total, 12 scenarios (i.e. flyers) were tested using a sample of 406 participants.

Findings

Analysis suggests that longer flyers have the greatest influence on consumers’ perceived variety of a retailer’s assortment; a greater number of NBs in a category influenced consumers’ perceptions positively, and featuring SBs on the cover enhanced perceived variety. If a retailer features SBs on a flyer’s cover, longer flyers are recommended, and shorter flyers are recommended if NBs are featured on the cover. A retailer should promote its own brand only if the most expensive NBs are featured with SBs.

Research limitations/implications

This study analyses a single aspect of consumers’ purchasing behaviors – variety of a retailer’s assortment. Future research should examine other variables related to consumers’ purchasing behaviors. This study uses an online context to test hypotheses, but many aspects of flyer design are physical. Future research should test current findings in offline contexts to compare results. Research should also explore moderation by consumer variables such as brand and store loyalty.

Practical implications

To researchers, the authors offer improved understanding of how a flyer’s design affects the first stage of purchasing. To practitioners, results offer better understanding of positive returns on investment of store flyers, and to retailers, results offer a guide to creating and organizing flyers.

Originality/value

This study is first to assess how a flyer’s design influences a dimension of store image. Unlike extant research that examines store flyers using econometric models at the aggregate level, this study uses a laboratory experiment that combines a between-subjects design with conjoint analysis.

Details

Industrial Management & Data Systems, vol. 119 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

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Article
Publication date: 24 May 2013

Ruben Huertas‐Garcia, Agusti Casas‐Romeo and Esther Subira

Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the…

Abstract

Purpose

Internet is set to be one of the main channels of distribution in the future and already greatly facilitates product evaluation thanks to the information available on the net. The main advantages of electronic shopping over other channels include the reduced costs of searching for products and for product‐related information. Research has stressed the importance of quality information in web site design. The perceived utility of a web site depends on the perceived utility of its content (i.e. quality of information on product characteristics) and its presentation of that content. This paper compares the ways in which a web site's content and content presentation affect the product choice of two consumer groups from different cultures. The paper aims to discuss these issues.

Design/methodology/approach

The authors conduct an exploratory study to determine the key factors which may be used in a later conclusive research. The authors propose a tool based on the statistical design of experiments to determine the number of significant factors used by two market segments (Spanish and US students) when selecting a bottle of wine sold via a web site.

Findings

The authors identify key extrinsic factors of consumers' perceived utility when selecting a bottle of wine from a web site and analyse whether cross‐cultural aspects are significant in this choice. The authors assume that web site evaluations made by users from different geographical areas reflect their preferences for more familiar designs.

Research limitations/implications

The sample size does not enable us to determine the significance of certain variables. Moreover, the sample is not fully representative of the overall consumer population, and so inferences cannot be made about all consumers. However, since the study is exploratory with a theoretical content, the results can be considered valid.

Practical implications

Web page designers need to take into account the cultural characteristics of their target market in the presentation and content of their sites.

Originality/value

The internet marketing literature considers cultural differences in web design as a tool to improve user confidence and attitude. However, few studies have examined the effects of the cultural adaptation of web sites on user evaluations. Here, the authors propose a straightforward procedure for calculating the main effects of web site attributes. Yates' algorithm and the normal probability plot, proposed by Daniel, can be implemented in any spread sheet.

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Article
Publication date: 11 April 2016

Ruben Huertas-Garcia, Carolina Consolación and Marta Mas-Machuca

The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic…

Abstract

Purpose

The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understanding of how brand equity moderates these relationships.

Design/methodology/approach

The paper proposes a two-stage study: a qualitative and exploratory part, in which the authors seek to determine the most important hedonic and utilitarian attributes as well as strong and weak brands, and a quantitative and causative part to test the hypothesis proposed.

Findings

The results show that when the brand advertised incorporates an ecological message, consumers show a greater preference for hedonic attributes than when the advertisement does not incorporate this message. On the other hand when the brand incorporating the sustainable message is weaker, consumers show a greater preference for hedonic attributes than when it is stronger.

Practical implications

The result shows important managerial implications for companies with weaker brands, since it indicates that it is much more profitable, in terms of consumer’s perceived usefulness, to invest in social and ecological actions than stronger brands.

Originality/value

Analyse how the used of ecological messages can modify consumer’s heuristic according to utilitarian and hedonics attributes.

Details

Industrial Management & Data Systems, vol. 116 no. 3
Type: Research Article
ISSN: 0263-5577

Keywords

Content available
Article
Publication date: 4 April 2016

José M. Merigó, Anna M. Gil-Lafuente and Jaime Gil-Lafuente

This special issue of the Journal of Business & Industrial Marketing, entitled “Business, Industrial Marketing and Uncertainty”, presents selected extended studies that…

Abstract

Purpose

This special issue of the Journal of Business & Industrial Marketing, entitled “Business, Industrial Marketing and Uncertainty”, presents selected extended studies that were presented at the European Academy of Management and Business Economics Conference (AEDEM 2012).

Design/methodology/approach

The main focus of this year was reflected in the slogan: “Creating new opportunities in an uncertain environment”. The objective was to show the importance that uncertainty has in our current world, strongly affected by many complexities and modern developments, especially through the new technological advances.

Findings

One fundamental reason that explains the economic crisis is that the government and companies were not well prepared for these critical situations. And the main justification for this is that they did not have enough information. Otherwise, they would have tried any possible strategy to avoid the crisis. Usually, uncertainty is defined as the situation with unknown information in the environment.

Originality/value

From a theoretical perspective, the problem here is that enterprises and governments should assess the information and the uncertainty in a more appropriate way. Usually, they have some studies in this direction, but many times, it is not enough, as it was proved in the last economic crisis.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Content available

Abstract

Details

Kybernetes, vol. 42 no. 5
Type: Research Article
ISSN: 0368-492X

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