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PurposeThe aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.Design/methodology/approachA comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.FindingsThe results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.Originality/valueThe originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

Purpose This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality. Design/methodology/approach The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n1 = 124 and n2 = 281). The proposed model was tested using partial least squares structural equation modeling. Findings The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators. Practical implications This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies. Originality/value The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.

PurposeThis study aims to investigate the role of destination brand stereotypes in predicting destination brand attachment (DBA).Design/methodology/approachUsing survey data from 612 Indonesian respondents, the conceptual framework is tested by applying structural equation modeling analysis.FindingsThe results show that the four components of destination branding contribute to DBA through brand stereotypes.Originality/valueBased on the stereotype content model, this study explores how two cognitive (i.e. brand awareness and perceived quality) and two affective (i.e. ideal self-congruence and enduring culture involvement) components build destination brand stereotypes, which in turn increase DBA.

espanolProposito – El objetivo de esta investigacion es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intencion de los miembros de la comunidad de recomprar dicha marca y de hablar bien electronicamente (eWOM) sobre la misma. Diseno/metodologia/enfoque – El modelo de investigacion fue evaluado usando datos de una muestra de 628 usuarios de comunidades online de marca, mediante un modelo de ecuaciones estructurales por el metodo de minimos cuadrados parciales (PLS-SEM). Hallazgos – Los resultados muestran que la confianza en la marca afecta positivamente a la intencion de recompra y al eWOM positivo, directa e indirectamente a traves de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad. Originalidad/valor – Esta investigacion contribuye a la teoria y practica del marketing al analizar el efecto combinado de la confianza en la marca y en la comunidad online de marca, en las relaciones consumidor-marca EnglishPurpose – 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/approach – The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM). Findings – The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust. Originality/value – This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.

The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.,This research uses two experiment-based studies, applying a between-group experimental design.,The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.,This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.,Mutual benefits can be obtained by both tourism destination marketers and premium marketers.,This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.,旅游目的地促销中的有品牌赠品效应,此研究的目的是检测旅游目的地促销中有品牌的赠品（如：一只免费的新秀丽行李箱）的效应。具体来说, 此研究检测了有品牌的赠品的品牌名称和赠品价格在旅游目的地促销中的作用。,此研究是通过两个以组间实验为基础的实验实现的。,当使用有品牌的赠品时, 此研究发现消费者对此促销的评价是与他们想要去被促销目的地旅游的意图正相关的。当使用有品牌的赠品时, 消费者只对该赠品的品牌名称有正面反应, 而不是该赠品的价格。此正面反应包括对被促销的目的地和促销赠品。,此研究增加了我们对旅游目的地促销和品牌营销方面的学术知识, 尤其是在有品牌的赠品促销方面。,使用有品牌的赠品促销会实现旅游目的地和赠品品牌市场营销共赢的局面。,此研究强调了有品牌的赠品在旅游目的地营销中的重要性。而且展现了有品牌的赠品的品牌名称在此类促销中的重要性。,旅游目的地促销, 赠品促销, 有品牌的赠品, 价格, 口碑,研究论文,La influencia de la marca en la promocion de los destinos turisticos,El objetivo de esta investigacion es probar la influencia de las promociones con marca u obsequios de marca conocida (por ejemplo, una maleta gratuita de una marca reconocida) en la promocion de los destinos turisticos. Especificamente, se examino el impacto de mostrar la marca del regalo y su valor economico en la promocion de un destino turistico.,Esta investigacion realiza dos estudios basados en experimentos aplicando un diseno experimental entre grupos.,Cuando una oferta promocional del destino contiene un regalo con marca los consumidores responden mas favorablemente a la marca del regalo que a su valor economico.,Esta investigacion contribuye al conocimiento sobre la promocion de los destinos turisticos y a la literatura sobre gestion de la marca, especificamente en lo que se refiere a la promocion de ventas y a los regalos con marca.,tanto los especialistas en marketing de destinos turisticos como los expertos en promocion de ventas pueden obtener beneficios mutuos.,Esta investigacion destaca la importancia de la marca en los regalos y la influencia de su valor monetario en las ofertas promocionales de los destinos turisticos.,Promocion del destino turistico, Promocion de ventas, Regalo con marca, Valor economico, Boca a boca,Trabajo de investigacion

This paper aims to focus on understanding how restaurant review sites generate trust among travellers and the effect of trust on the intention to visit and recommend restaurants while travelling.,The research model was assessed with data from a sample of 439 Spanish tourists using partial least squares structural equation modelling (PLS-SEM).,Information quality and source credibility are key for generating website trust. Website quality does not influence trust. Website trust is a key variable for explaining both intention to visit and recommend a restaurant, offline and online. Age is a significant moderator.,This study expands the literature by assessing the antecedents and consequences of travellers’ trust in restaurant review sites during their trips.,Strategies are suggested for review sites, restaurants and destination managers.,This research enhances the knowledge of how consumers perceive restaurant review sites, and their behavioural intention while travelling.,这项研究重点关注餐馆的评论平台是如何使旅行者产生信任的, 以及信任对旅行者对餐馆的访问意愿和推荐意愿的影响。,本文根据439名西班牙游客的数据, 采用偏最小二乘结构方程模型（PLS-SEM）来对研究模型进行评估。,信息质量和来源可信度是产生网站信任的关键。网站质量对信任没有影响。网站信任是一个关键的变量, 可解释人们线下或线上访问和推荐该餐馆的意愿。年龄是一个重要的调节因素。,本研究通过评估旅行者在旅途中对餐厅点评网站产生信任的前因与后果, 扩展了相关文献。,为点评网站、餐厅和目的地管理者提供策略。,这项研究帮助了解了消费者如何认知餐厅点评网站, 以及他们在旅行时的行为意向。,口碑，網站信任，訪問意向，餐飲業，評論網站,El objetivo de esta investigacion es comprender como las paginas webs de resenas de restaurantes generan confianza entre los viajeros, y como esta confianza afecta a la intencion de visitar y recomendar restaurantes durante el viaje.,El modelo de investigacion fue evaluado a partir de una muestra de 439 turistas espanoles mediante la tecnica de minimos cuadrados parciales en un modelo de ecuaciones estructurales (PLS-SEM).,La calidad de la informacion y la credibilidad de la fuente son variables clave en la generacion de confianza hacia la pagina web. La calidad de la web no influye en la confianza. La confianza en la web es una variable fundamental para explicar tanto la intencion de visitar como de recomendar un restaurante, dentro y fuera de Internet. La edad modera las relaciones del modelo.,Este estudio expande la literatura al evaluar los antecedentes y consecuentes de la confianza de los viajeros en las webs de resenas de restaurantes durante sus viajes.,Se sugieren varias estrategias para las webs de resena, los restaurantes y los destinos turisticos.,Esta investigacion mejora el conocimiento sobre como los consumidores perciben a las webs de resenas de restaurantes, asi como sus intenciones de comportamiento mientras viajan.,Boca a boca, Confianza en el sitio web, Intencion de visitar, Industria de la restauracion, Sitios webs de opinion

PurposeThis study aims to develop a measurement model to help hotels manage their reputation within the context of online reviews and ratings platforms and evaluate the impact of this reputation management on the benefits derived by the hotels, as perceived by their managers.Design/methodology/approachPartial least squares was used to assess the model and make a causal predictive analysis, using data from a survey of a random sample of 335 Spanish hotel managers and personnel involved in reputation management.FindingsThis study shows the operationalization of hotel reputation management as a superordinate second-order construct affecting six individual first-order dimensions, strongly impacting on three key benefits as perceived by hotel managers (i.e. financial benefits, customer relationship benefits and customer-based brand benefits), within the context of online review platforms.Practical implicationsBased on the results of this study, hotel managers can improve the effectiveness of their management of ratings and reviews. They can also learn which aspects they should focus on when managing ratings and reviews.Originality/valueBased on the opinions of hotel managers, a causal model for managing online reviews was developed and validated. This study shows how reputation management affects the benefits derived by hotels as perceived by their managers.

Purpose The purpose of this paper is to empirically examine the factors that influence the acceptance and use of mobile casual games. Design/methodology/approach A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities (NEs) paradigm and the human–computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares method. Findings The results indicate that human–mobile game interaction and NEs have a significant indirect impact on intention to play (IP), through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and IP, which is a very important determinant of actual use. Originality/value This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human–game interaction and NEs on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.

The objective of this study is to analyze how the media used to communicate a socially responsible activity influences the perception of Corporate Social Responsibility (CSR). To do this, an empirical study was conducted with two samples of consumers who were shown an advertisement about a socially responsible activity inserted in either a newspaper or a social network. The data were collected using a personal survey conducted with 623 consumers in Spain and analyzed using structural equation modeling. The results show that the CSR perceived by the consumer changes depending on the medium used to communicate the socially responsible activity. If the socially responsible activity is communicated in a newspaper, the company-cause congruence influences CSR both directly and indirectly through corporate credibility. However, when communicated on a social network, the relationship is only indirect. In addition, the relationship between corporate credibility and CSR is more intense in the social network than in the newspaper. Moreover, there is corroboration of the influence of the company-cause congruence on perceived corporate ability in both the newspaper and the social network, with no significant difference noted between them.

Purpose This paper aims to review previous studies on how organizations, particularly small and medium enterprises (SMEs), adopt digital information and technology, especially on the drivers and the outcomes of the adoption itself. Design/methodology/approach The present study follows a literature review design. Previous studies that examine SMEs’ digital information and technology adoption are taken into account in building the conclusion. Findings The review reveals that digital information and technology that is used for marketing-related position allows SMEs to be more competitive. In general, there are three main theories that have been used to understand the adoption process (i.e. diffusion of innovation theory, technology-organization-environment framework and institutional theory). These theories should be used in conjunction with each other to better explain the adoption process. Additionally, there are three characteristics (i.e. innovation, firm and environmental) that are related to the risks and barriers of the adoption process. Originality/value This theoretical review is among the few that put forward the findings reported in research articles on the digital information and technology adoption process within SMEs. Moreover, this paper summarizes the issues (i.e. drivers, outcomes, risks and barriers) related to the adoption process.

Purpose Due to the advances in smartphones, many companies in the tourism industry have launched mobile applications intended to reach their target audience. Design of these smartphone strategies requires identification of the profiles of individuals that use tourism services. The purpose of this paper is to explore the predictors of smartphone use for travel planning. Design/methodology/approach To achieve this goal, the authors carried out a hierarchical segmentation analysis selecting a group of different socio-demographic (gender, age, education level, marital status, occupation, and income) and behavioral (length of smartphone use and number of yearly leisure trips) variables to explain the use of these devices to search and book tourism products. The study is based on an online survey of 618 Spanish travelers. Findings Smartphone use for tourism can be primarily explained according to the users’ degree of daily experience of mobile phone internet use. That is, a spillover effect can be identified from the context of everyday mobile phone use to travel planning. Age, gender and the number of yearly vacations can also be distinguished, to a certain degree, through the use of smartphones. Specifically, there is an inverted U-shape quadratic relationship between the variable of age and the behavior of a potential tourist. Originality/value The authors conducted a segmentation study selecting a series of different socio-demographic and behavioral variables with the greatest discriminant power to explain the use of these mobile devices for travel planning. The paper concludes with compelling implications for management.

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.