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This quantitative study aims to observe the purchase intention of halal food products in Spain from the perspective of Muslim tourists. 500 Muslim respondents who have visited Spain participated in answering our research questionnaire. The data were analyzed using the PLS-SEM method using SmartPLS 3.0 software. Our result shows that both the halal credence and the need for cognition have no direct effects on halal purchase intention. However, halal consumers' attitude acts as significant mediators in the indirect effects of both halal credence and the need for cognition on halal purchase intention.

The purpose of this paper is to investigate the factors that influence purchase intention of halal food among spanish muslim consumers. Data were obtained from a survey of 228 consumers living in various regions of Spain, then analyzed using the partial least squares technique. Our results showed that product awareness does not have an effect on purchase intention while other constructs do, including the mediating effect of consumers’ attitude towards halal label and moderating effect of religious involvement. This study thus contributes to the advancement of knowledge on factors that motivate the purchase intention of halal food. info:eu-repo/semantics/acceptedVersion

The behavior of firms is changing as new kinds of businesses evolve. In particular, companies are now seeking to optimize their value, especially their intangible value&mdash, referred to as brand equity value&mdash, which has many behavioral drivers. The analysis of brand equity determinants in the financial sector (e.g., ethical investments, sustainability and firm behavior) has received little attention. The methodology used in this study included the collection of information from publicly listed companies, followed by the execution of a statistical analysis to study the correlations between brand equity values and their determinants. We aimed to close this gap by raising the awareness of the positive impacts of sustainable investments in the financial sector and the need for a managerial implementation model to build a sustainability-oriented brand value. The objective of this research was to examine the relationships between elements such as sustainability scores or diversity measures and firms&rsquo, brand value. Considering sectoral and regional effects, we observed a positive relationship between environmental and social governance scores and brand equity value.

Store flyers are still one of the most important marketing communication tools used by retailers to promote new products, announce new stores, and communicate special offers. Considering the important budget share of store flyers as a promotional tool in retailing, retailers and academics are interested in understanding how their design influences consumers' behavior and retailers' performance. This study aims to investigate the influence of store flyer design on the intentions to visit the store and buy. We also investigated the intention to buy a store brand and how the consumer's perceived variety of the retailer's assortment and perceived store image moderate such decisions. A fictitious flyer including real national brands and a fictitious store brand was created for a fictitious supermarket. The methodology included a half-factorial laboratory experiment and a moderator variables analysis. The results suggest that shorter flyers (containing 8 pages) have the strongest impact on the evaluated consumer's decisions. Store perceived variety and perceived image positively affected the relationship between flyer design and the dependent variables.

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.

Confusion about what constitutes sustainability and the lack of incentives are two major factors interfering with the expansion of sustainability efforts in Spain’s wine tourism industry, according to a survey of forty-nine wine practitioners at forty-six small- and medium-size Spanish wineries. The study identified the following four overall strategies: (1) reducing waste and toxicity, (2) highlighting sustainability in products and regulations, (3) sustainability in energy consumption, and (4) developing new sustainability-related business opportunities. The fact that these strategies are heavily weighted toward production may be a function of the nascent state of Spain’s wine tourism but also because the structured interviews were more heavily weighted toward production issues. On balance, the study indicates that more education about sustainability, both for producers and tourists, should be paired with economic incentives to encourage greater sustainability in Spain’s wine tourism industry.

This paper aims to clarify and characterize the role of flow in student's behavioural processes in virtual learning environments. To this end, an integral model of flow in e-learning environments is proposed and tested. The empirical part of the research was based on both qualitative and quantitative techniques. The former consisted of seven in-depth interviews carried out with experts in e-learning environments and two different groups. The latter consisted of an online survey resulting in a sample of 2574 valid questionnaires. The theoretical model was tested and validated using the standard methodological procedure based on exploratory and confirmatory analyses. The results indicate that time distortions and focused attention are the most important direct antecedents of flow. The challenges posed by the environment were revealed as the main indirect conditioner of the experience, but other factors, such as personalization (a new variable not considered in previous flow studies in the e-learning context), were also found to be significant. In short, this papers sheds light on the processes of online browsing and, thus, on a more suitable design for an e-learning environment. Furthermore, two direct positive consequences of the flow experience are proved: positive affect (such as feeling happy, satisfied and cheerful) and student learning. In sum, it can be concluded that institutions are better off providing students with e-learning environments conducive to getting them into a flow state.

PurposeInternet 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/approachThe 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.FindingsThe 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/implicationsThe 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 implicationsWeb page designers need to take into account the cultural characteristics of their target market in the presentation and content of their sites.Originality/valueThe 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.

Conjoint analysis has become the most used technique for measuring preferences for new products to be launched in the market. Experimental design models are key elements for its use in market research. Such models involve a matrix in which attributes and levels are combined, making product concepts that respondents then evaluate. Experimental design has emerged as a key element in conjoint analysis’ success because its application generates statistical and reliability implications for part-worth factor estimations and for the type of heuristics followed by respondents. This paper proposes a conceptualization of both statistical and cognitive efficiency criteria for experimental designs. A review of the most used statistical optimization criteria is presented, as well as a methodology for optimizing cognitive efficiency. Finally, we suggest a dynamic algorithm for optimizing the objective function in a sequential manner.

The purposes of this study are to demonstrate how it is possible to determine which attributes are the most important in the final choices of tourists who use a travel agent brochure as a source of information and how these attributes influence perceived value in a pre-purchase stage. We conduct the study in three phases: (i) a qualitative study, (ii) an experiment using choice-based conjoint analysis by means of a fractional factorial experimental design and (iii) another experiment using a full factorial derived from the same design. Results suggest advertisement size, a hotel's starred rating and price influence perceived value at this stage. The presence of a positive combined effect of price and advertising was found. Implications and directions for future applications are offered, focusing particularly on marketing services. Copyright © 2012 John Wiley & Sons, Ltd.

Customer satisfaction has become one of the main objectives in all areas of business, especially the tourist trade. One of the most difficult problems is to know how to obtain this satisfaction, which involves identifying customers’ needs and desires, and transferring them to our product or service specifications. In order to ascertain the consumer voice, we can ask consumers directly, or try to deduce their requirements by indirect methods. Statistical design of experiments (SDE) is considered to be a powerful tool for evaluating the revealed importance that not only shows the weight of the most relevant aspects but also that of their interactions. The aim of this paper is to show SDE's application in designing a tourist route. It also makes suggestions and offers directions for future applications, focusing in particular on marketing services.

La utilización del análisis conjunto para estudiar procesos de decisión estratégica se considera un avance respecto a los métodos habituales post-hoc. Pero, dado que los experimentos conjuntos evalúan percepciones sobre perfiles del entorno descritos por frases, en lugar de preferencias, surge el problema de que la carga informativa que generan estos escenarios puede superar la capacidad del entrevistado, dificultando su evaluación y delimitando su uso a pocos factores. Este trabajo investiga cómo el diseño (el número de atributos) afecta a la complejidad de la evaluación y el rendimiento del experimento. Además, se propone un diseño mixto basado en bloques incompletos balanceados y, mediante un experimento, se compara su rendimiento frente a un diseño de bloques estándar. Los resultados muestran que la complejidad derivada del número de atributos tiene un efecto moderado en la variación explicada pero mayor en el peso de los factores, vislumbrando el uso de heurísticas distintas de los encuestados en el proceso de evaluación. The use of conjoint analysis for studying strategic decision processes is considered an improvement on the usual post-hoc methods. However, since joint experiments evaluate the perceptions of profiles of the environment, described by sentences, instead of evaluating preferences, arises the problem that the reporting burden generated by these scenarios can exceed the capacity of the respondent, hampering its assessment and limiting its use to a few factors. This paper analyzes how the design (number of attributes) affects the complexity of the evaluation and the performance of the experiment. Besides, it also proposes a mixed design based on balanced incomplete blocks, comparing by experimentation its performance against a standard blocks design. Results show that complexity derived from the number of attributes has a moderate effect on the explained variation, but a greater effect in the weight of the factors, envisioning the use of different heuristics from respondents in the assessment process. info:eu-repo/semantics/acceptedVersion

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.

La netnografía es una nueva metodología de investigación cualitativa que adapta técnicas de investigación etnográficas al estudio de culturas y comunidades emergentes a través de la comunicación mediada por ordenador, y surge como respuesta al fenómeno cultural del crecimiento de Internet y al creciente número de consumidores que utilizan la Red para mantenerse informados y para crear relaciones y comunidades con otros consumidores que tienen similares estilos de vida y que consumen productos y/o servicios similares. Si bien, desde finales de los noventa la netnografía está tomando mayor protagonismo, se hace necesario un mayor número de trabajos que desarrollen aspectos relacionados con esta metodología; especialmente, en el contexto de la literatura de marketing, donde existen pocos trabajos centrados en la netnografía como herramienta de investigación comercial. Dada la escasez de trabajos, este estudio pretende analizar a nivel teórico la utilidad de la netnografía como herramienta de investigación en contextos on-line. Adicionalmente, se ilustra dicha utilidad a partir de un estudio desarrollado para el análisis de la imagen del servicio de autobuses de la ciudad de Madrid.

Identifying relevant attributes or variables is the first objective of conjoint analysis in market research. As a result of technological development, today it is common for researchers to use sequential experimental methods for adjusting design factors in successive phases. In particular, in the field of consumer behaviour these models are used predominantly for assessing subjective perceptions relating to the attributes of different products with high sensorial components (e.g. food, drinks and personal care products). This paper illustrates the use of response surface methodology in conjoint experiments, allowing sequential research in which the evaluation of a choice set determines the weight of factors in the next choice set and continues until the optimum combination is achieved. To this end we have carried out a computer simulation to determine the optimal combination of ingredients for a sauce. The simulation shows that the model needs only a few steps to reach the optimal combination of ingredients. This result indicates that response surface methodology can be considered a useful tool in the field of market research and, in particular, in studies on consumer behaviour.

The identification of relevant attributes is the first objective of conjoint analysis. Today, as a result of technological development, it is common for researchers to use adaptive conjoint analysis (ACA) which combines different types of research (e.g. self-assessment questionnaires with an orthogonal design for experiments). ACA, based on partial profiles, is a flexible sequential model that tailors the experimental design to each respondent depending on their previously stated preferences ordered in the self-assessment questionnaire. However, many authors hold that the full profile offers more advantages than the partial one, because it develops a more realistic description of stimuli. Based on full profiles, this study proposes a new strategy to improve the performance of the second step of the ACA process. This strategy allows for estimations of main factors and two-factor interactions with the lowest number of profiles. Our proposal is based on the use of a full profile approach in which the profiles are arranged in two-level factorial designs in blocks of two, and the levels of each factor are codified in a vector manner.

This paper explores users loyalty to airlines’ websites, by examining differences among users belonging to the Y, X and baby boomer generations. The results indicate that to obtain users loyalty to a company’s site, it is necessary to first, affective e-loyalty, through e-trust, which is also positively influenced by offline perceived value, e-satisfaction, and indirectly by e-quality. We also demonstrates that significant differences exist among the various generations, implying airlines need to fine-tune their online strategies retain customer loyalty.

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally distributed, and because it allows us to determine the degree of resolution in advance. Plackett-Burman can be an efficient design if we consider a trade-off between the number of stimuli in each choice set and the number of choice sets used in the assessment process. To illustrate its uses we describe an empirical application measuring preferences for shocking warning messages on cigarette packages described in 11 pictures and we estimate the distribution of these on tobacco products to optimise impact on teenagers.

Preference formation developed during the consumer’s evaluation of alternatives is one of the most important stages in models of consumer purchasing behaviour. This is especially true for the purchase of vegetables. The purpose of this paper is to analyze the role of extrinsic versus intrinsic attributes in the behaviour of consumer when purchasing cucumbers, considering four attributes; price, country of origin and production method (extrinsic), and freshness (intrinsic). Utilizing a sample of German tourists visiting the city of Almeria (Spain), conjoint analysis methodology is used. The results suggest that an intrinsic aspect (freshness) is the most important attribute for consumers. Therefore, marketers are advised to consider the importance of this attribute to the consumer and try to position the product in the destination markets on the basis of product freshness.

ResumenEl efecto que tienen los anuncios que incorporan mensajes de marketing con causa (MCC) sobre el comportamiento del consumidor es uno de los aspectos que mayor interés ha despertado en la literatura reciente. La implicación hacia la marca o la causa es uno de los antecedentes frecuentemente incluidos en los modelos de respuesta a estos mensajes de MCC. Sin embargo, este tipo de implicación supone la existencia de una afinidad previa, bien con un elemento bien con el otro, aspecto que podría introducir cierto sesgo a la hora de analizar la influencia real que tienen este tipo de acciones de comunicación. En este trabajo analizamos de qué manera la implicación del individuo con el mensaje influye en la valoración de los mensajes conjuntos y en la actitud del sujeto hacia la marca. Esta implicación es totalmente extrínseca y se construye en el momento de percibir el anuncio, de modo que solo exige al individuo que se fije en el anuncio, pero no requiere una vinculación previa ni con la marca ni con la causa. Para ello, se desarrolla un estudio empírico en 2 etapas que confirma que dicha implicación facilita que el individuo preste atención al mensaje, contribuye a que la información sea valorada correctamente y favorece la evaluación de la campaña.AbstractThe influence of cause-related marketing campaigns on consumer behaviour is a key topic of interest in recent marketing literature. Both brand- and cause-related individual's involvement are frequently incorporated into consumer response models. However, such involvements are based on the premise of a strong level of affinity towards the brand or the cause. As a consequence, a biased estimation of the ‘real’ influence of these campaigns on consumer behaviour should be estimated. The aim of this paper is to analyse how an individual's involvement toward the ads influences his/her assessment of joint (brand-cause) messages and his/her attitude towards the brand. This involvement is extrinsic, and does not involve any previous relationship with either the brand or the cause. With this aim, a two-step empirical study is developed. The results confirm that such involvement makes it easier for the individual to pay attention to the message. It also contributes to the information being correctly evaluated and favours the evaluation of marketing campaigns.

L’objectiu d’aquest article és explicar l’experiència de creació i aplicació d’un joc de pregunta-resposta similar al Trivial Pursuit, però adaptant-lo al contingut de l’assignatura de Gestió de la Qualitat. S’intenta proporcionar a l’alumnat una metodologia d’aprenentatge diferent, més distesa i en equip, que li permeti interioritzar el coneixement de l’assignatura de manera més fàcil i entenedora. El joc s’ha creat modificant preguntes test multiopció de cursos anteriors a preguntes obertes. Els participants, que són 165 alumnes dels tres grups de l’assignatura de Gestió de la Qualitat dels graus d’Administració i Direcció d’Empreses i Empresa Internacional que duien a terme les activitats d’avaluació continuada, han valorat l’experiència com a molt positiva. Els resultats demostren que, tot i que l’alumnat està satisfet amb el joc i l’ha ajudat a interioritzar millor el coneixement de l’assignatura, només han treballat la competència de «treball en equip»; per tant, el joc no permet desenvolupar ni millorar les competències de l’assignatura, però sí l’aprenentatge. Aquest article és un dels primers que presenta una experiència d’aprenentatge basat en el joc en aquests graus., The aim of this paper is to explain the experience of creating and using a question-answer game similar to Trivial Pursuit but adapted to the content of the subject Quality Management. The game provides a more entertaining learning method for students, who play in teams and internalize the knowledge of the subject in an easier, more understandable way. The game was created by changing multiple choice test questions from previous years into open questions. Participants were 165 students from the three groups studying Quality Management as part of the degrees in Business Management and International Business. All students were undergoing continuous assessment, and all rated the experience as very positive. The results show that although the students were satisfied with the game and it helped them to internalize knowledge of the subject, they only worked on the competence “teamwork”. Therefore, the game did not lead to the development and/or improvement of the subject competences, but did improve learning skills. This paper is one of the first to present a game-based learning experience in these degrees., El objetivo de este artículo es explicar la experiencia de crear y aplicar un juego de pregunta-respuesta similar al Trivial Pursuit adaptado al contenido de la asignatura de Gestión de la Calidad, mediante el cual se intenta proporcionar al alumnado una metodología de aprendizaje distinta, más distendida y en equipo, que le permita interiorizar el conocimiento de la asignatura de una forma más fácil y comprensible. El juego se ha creado modificando preguntas test multiopción de cursos anteriores y convirtiéndolas en preguntas abiertas. Los participantes, que son los 165 alumnos de los tres grupos de la asignatura de Gestión de la Calidad de los grados de Administración y Dirección de Empresas y Empresa Internacional que llevaban a cabo las actividades de evaluación continua, han valorado la experiencia como muy positiva. Aun así, los resultados demuestran que, aunque el alumnado está satisfecho con el juego y que este le ha ayudado a interiorizar mejor el conocimiento de la asignatura, a través de él solo se ha trabajado la competencia de "trabajo en equipo"; por lo tanto, el juego no permite desarrollar ni mejorar las competencias de la asignatura, sino únicamente el aprendizaje. Este artículo es uno de los primeros que presenta una experiencia de aprendizaje basado en el juego en estos grados.

ResumenEl análisis conjunto es una técnica utilizada para estudiar las preferencias de los consumidores en estudios de mercado. Uno de los aspectos más importantes relacionados con el desarrollo de dicha técnica, se centra en fijar el conjunto de elección que deben evaluar los entrevistados. De forma tradicional, se utilizan diseños factoriales para estimar los valores parciales de los factores. Sin embargo, si el investigador, además, está interesado en estimar las interacciones entre dos o más factores, estos diseños requieren un número tan elevado de alternativas que se hace difícil su evaluación, provocando que los entrevistados no utilicen criterios compensatorios. La utilización de diseños Box-Behnken agrupados en bloques permite reducir el esfuerzo cognitivo de los entrevistados y, a la vez, ajustar un modelo de segundo grado. Este trabajo ilustra, mediante un experimento, el uso y las ventajas de utilizar diseños Box-Behnken en estudios de mercado. Los resultados obtenidos muestran el mayor rendimiento de estos modelos en comparación con los diseños factoriales habituales.AbstractConjoint analysis is a technique used to study consumer preferences in market research. One of the most important issues is to determine the choice set which respondents must assess; usually factorial designs to estimate part-worth factors have been used. But, if the researcher is also interested in estimating two or more factor interactions, factorial designs require such a large number of alternatives that makes their evaluation very difficult, leading respondents to not use compensatory criteria. Using Box-Behnken designs in blocks reduce the cognitive effort made by respondents and, at the same time, it allows fitting a quadratic model. This paper illustrates, through an experiment, the properties and how to use Box-Behnken designs in market research. Results showed a better performance of these models when compared with standard factorial designs.

PurposeThe 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/approachA 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.FindingsAnalysis 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/implicationsThis 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 implicationsTo 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/valueThis 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.