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Spanish Journal of Marketing - ESIC Volume 24 Issue 2

Subject Areas: Marketing
Publisher: Emerald Group Publishing Limited - Emerald Publishing
ISSN: 2444-9709
SJR: 18

Open Access

Journal Article

The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services

Smith, Trevor Alexander

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-06-2019-0036

The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand...
Open Access

Journal Article

Trust and loyalty in online brand communities

Anaya-Sánchez, Rafael; Aguilar-Illescas, Rocío; Molinillo, Sebastián; Martínez-López, Francisco J.

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-01-2020-0004

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.Design/methodology/approachThe research model was assessed using data from a sample...
Open Access

Journal Article

Antecedents of Generation Y consumers’ usage frequency of online consumer reviews

Bevan-Dye, Ayesha Lian

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-12-2019-0102

The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage frequency of online consumer reviews.Design/methodology/approachThe paper proposes and tests, with structural equation...
Open Access

Journal Article

In-game advertising: the role of newness congruence and interactivity

Vashisht, Devika; Mohan, HFO Surindar; Chauhan, Abhishek

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-02-2019-0012

This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories.Design/methodology/approachA 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low)...
Open Access

Journal Article

Brand experience and brand attachment as drivers of WOM in hospitality

Gómez-Suárez, Mónica; Veloso, Mónica

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-12-2019-0106

The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand.Design/methodology/approachData were collected...
Open Access

Journal Article

Social media advertising efficiency on higher education programs

Cordero-Gutiérrez, Rebeca; Lahuerta-Otero, Eva

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-09-2019-0075

The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and engagement.Design/methodology/approachThis study combined the data envelopment analysis...
Open Access

Journal Article

Management response to eWOM in rural lodging establishments

Hernández-Maestro, Rosa M.

2020 Spanish Journal of Marketing - ESIC

doi:10.1108/sjme-11-2019-0093

Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews. Therefore, companies need to understand the effects of management responses to customer reviews. This study aims to explore...

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