International Journal of Contemporary Hospitality Management, 2019
Šerić M., Gil-Saura I.
Article
International Journal of Contemporary Hospitality Management, 2019
Šerić M., Gil-Saura I.
Article
Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (P...
Journal of Brand Management, 2019
Moliner-Velázquez B., Fuentes-Blasco M. & Gil-Saura I.
Article
This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering ...
Journal of Brand Management, 2019
Simona Moise M., Gil-Saura I., Seric M. & Ruiz Molina M.E.
Article
In developed countries, a growing number of consumers have been looking for environmentally sustainable products and services. As a response to this demand, hotel managers are increasingly striving to implement sustainable practices to meet the needs of their guests, improve hotel image and creat...
Qualitative Market Research, 2019
Zeitoun V., Michel G. & Fleck N.
Article
Purpose : The present paper is intended to clarify the persuasion mechanism of CEOs and employees as endorsers of brand advertising and help discern consumer attitudes towards internal endorsement. Design/Methodology/Approach : Due to its exploratory nature, the research applied a qualitative app...
Revue Française de Gestion, 2019
Caby J. et Michel G.
Article
Cette recherche envisage la valeur créée pour les diplômés d’écoles de commerce autour de trois dimensions : un rendement financier, un rendement d’employabilité et un niveau de satisfaction vis-à-vis de l’école. Sur la base de la théorie du signal, une étude auprès de 37 écoles identifie les pri...