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Spanish Journal of Marketing-ESIC
Scopus
ISSN 2444-9695 · Emerald Publishing · 182 artikel di indeks
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Artikel Jurnal Teks lengkap
Understanding consumer attitude and purchase intention of organic food products
PurposeThe organic food market is gaining momentum in advanced and developing economies. This study aims to unfold the determinants explicitly associated with consumers and organic food products (OFPs) that influence consumers’ attitudes and purchase intentions in a developing…
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Artikel Jurnal Teks lengkap
How ephemeral content marketing fosters brand love and customer engagement
PurposeThis study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value.Design/methodology/approachThis research was conducted using a quantitative method…
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Artikel Jurnal Teks lengkap
Consequences of perceived brand globalness and localness on brand consistency and clarity
PurposeThis study aims to investigate whether perceived brand globalness (PBG) and perceived brand localness (PBL) can favor brand consistency, brand clarity and perceived quality to finally influence consumer purchase intention.Design/methodology/approachTen local-global brands across 5…
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Artikel Jurnal Teks lengkap
What is a high h-index? Analysis in the context of the Spanish marketing field
PurposeThe purpose of this paper is to estimate the average h-index of all stable professors working in the field of marketing in all Spanish public universities and to identify the universities and regions with the highest h-index. In addition, the authors will explain the impact of some aspects…
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Artikel Jurnal Teks lengkap
Emojis analysis at international trade shows in five countries: ex- and post-COVID-19
PurposeThe purpose of this paper is, first, to predict eWOM volume based on emoji presence in a tweet, amount of emojis in a tweet and time frame (posting date ex ante COVID-19 or posting date ex post COVID-19) influences. And second, to identify whether there are differences between the samples…
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Artikel Jurnal Teks lengkap
Fashion cocreation: cross-cultural insights and strategies
PurposeThis study aims to analyze the multicultural consumers’ perceptions multicultural consumers’ perceptions of their experience after participating in online cocreation actions in the fashion industry and the behavioral consequences of that experience.Design/methodology/approachThis research…
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Artikel Jurnal Teks lengkap
Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework
PurposeThis study aims to conduct a systematic literature review on the Broaden-and-Build theory (BBT) in marketing to consolidate its applications, examine its impact on consumer behavior and outline directions for future research.Design/methodology/approachUsing the theory, context…
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Artikel Jurnal Teks lengkap
Unrestrained buying behavior in the metaverse: exploring the moderating role of technostress and self-control
PurposeThe metaverse is reshaping the fashion industry, offering new insights into innovation diffusion. This study aims to examine how perceived innovation characteristics influence unrestrained buying behavior, using flow as a mediator. By integrating innovation diffusion and flow theory, it…
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Artikel Jurnal Teks lengkap
Do the characteristics of live streaming matter? The evidence from China on consumer purchase intention
PurposeBased on stimulus-organism-response (SOR) theory, this research delves into the connections between key contextual aspects of live streaming (i.e. interactivity, visualization and communication immediacy) and consumers’ purchase intention through perceived utilitarian and hedonic values…
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Artikel Jurnal Teks lengkap
Power of social media influencers on brand awareness, value, and consumer purchases
PurposeThis study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of…
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Artikel Jurnal Teks lengkap
Analysis of sustainability and authenticity as key elements for rural tourism
PurposeThis study aims to analyse the impact of sustainability and perceived authenticity on the perceived image of a rural tourism destination and its influence on the intention to visit and recommendation. The moderating roles of age, gender and motivations, in the relationships established…
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Artikel Jurnal Teks lengkap
The effect of consumer inspiration on experience extension in augmented reality marketing
PurposeThis study aims to examine the impact of augmented reality (AR) expertise and augmentation quality on consumer inspiration and the subsequent effect of consumer inspiration on experience extension. This study sets out to investigate the mediating role of application/brand (app/brand)…
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Artikel Jurnal Teks lengkap
Unpacking maximizing in consumer choices: a systematic literature review and research agenda
PurposeThis study aims to consolidate fragmented literature on maximizing decision-making styles in consumer behavior, developing a comprehensive framework that synthesizes key antecedents, mechanisms, moderators and outcomes to clarify maximizing’s effects on consumer…
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Artikel Jurnal Teks lengkap
Live streaming e-commerce: the relationship of interactivity and co-experience on consumer engagement
PurposeThis study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus), consumer trust (organism) and consumer engagement (response) was…
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Artikel Jurnal Teks lengkap
Exploring factors that enhance customer engagement with social commerce
PurposeThe emergence of s-commerce has increased the significance of enhancing customer engagement (CE) behavior via the company’s pages on social networking sites (SNS). CE motives are categorized into two elements: hedonic and utilitarian. However, the specific factors that determine utilitarian…
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Artikel Jurnal Teks lengkap
Understanding consumer perspectives on remanufactured products: an integrative literature review and research agenda
PurposeThe purpose of this paper is to develop an integrated view of consumers’ perspectives on remanufactured products. Building on the relevant literature, it presents a framework for exploring consumer responses toward remanufactured products. It highlights the existing challenges for firms in…
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Artikel Jurnal Teks lengkap
Factors influencing female Generation Y digital nomad consumers’ adoption of YouTube beauty vlogs’ informational content
PurposeApplying the information adoption model (IAM), this study aimed to determine the factors influencing female Generation Y digital nomad consumers’ adoption of YouTube beauty vlogs’ informational content into their beauty-product purchase decisions. In this study, digital nomad consumers refer…
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Artikel Jurnal Teks lengkap
Business relationships in digital transformation
PurposeThis paper aims to clarify the relationship between typical Industry 4.0 technologies and the relationships between companies and their business networks to understand the relevance of this connection. The central point of this study is to verify the influence that existing digital…
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Artikel Jurnal
Social media stars: how influencers shape consumer’s behavior on Instagram
Purpose – In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer…
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Artikel Jurnal
Experimenting on the metaverse to foster innovation
Purpose – This study aims to investigate the evolving concept of the metaverse and its implications for service innovation. It seeks to understand how integrating technologies such as extended reality, blockchain, artificial intelligence and non-fungible tokens enables companies to experiment and…