The proliferation of live music festivals in Spain has involved for festival managers the need to differentiate their events, creating brand equity through marketing communications, especially in social media. Given the variability in the ages of festival attendees, the present paper aims at analyzing the moderating role of the generational cohort in the influence of […]

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 (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 […]

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 Holbrook’s (Consumer value: a framework for analysis and research. London: Routledge, 1999) […]

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 create brand equity. However, empirical evidence on the existence of a positive […]

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 approach combining focus groups and face-to-face interviews, which we deemed both meaningful and complementary. […]