This page has only limited features, please log in for full access.

Prof. Dr. Francisco Rejón-Guardia
Department of Economics and Business Administration, University of Malaga, 29016 Málaga, Spain

Basic Info


Research Keywords & Expertise

0 E-commerce
0 online consumer behaviour
0 Sports Tourism
0 E-Tourism
0 Market research methodology

Honors and Awards

The user has no records in this section


Career Timeline

The user has no records in this section.


Short Biography

The user biography is not available.
Following
Followers
Co Authors
The list of users this user is following is empty.
Following: 0 users

Feed

Dissertation
Published: 03 December 2020
Reads 0
Downloads 0
ACS Style

Francisco Rejón-Guardia. Eficacia publicitaria en redes sociales. Análisis y modelización de los factores indeseables durante la comunicación publicitaria en Internet. 2020, 1 .

AMA Style

Francisco Rejón-Guardia. Eficacia publicitaria en redes sociales. Análisis y modelización de los factores indeseables durante la comunicación publicitaria en Internet. . 2020; ():1.

Chicago/Turabian Style

Francisco Rejón-Guardia. 2020. "Eficacia publicitaria en redes sociales. Análisis y modelización de los factores indeseables durante la comunicación publicitaria en Internet." , no. : 1.

Journal article
Published: 06 October 2020 in Tourism Management Perspectives
Reads 0
Downloads 0

Renowned worldwide for its nightlife, Ibiza has been diversifying its portfolio of tourism products by actively committing to sports tourism. The primary objective of this study is to explore the profile of the mountain bikers participating in the 2016 IBIZA BTT, a medium-sized international sporting event, taking place in the Balearic Islands, Spain. The study addresses the analysis of visitor motivations. A sample of participants (n = 499) was segmented using cluster analysis to explore the differences between segments in terms of sociodemographic and behavioral variables. A factor analysis revealed four motivational dimensions: physiological-sensory, utilitarian purposes, hedonic and previous experience. The average values indicated that route signage, good weather, and the cost of the trip were the main motivations. The cluster analysis resulted in three groups of cyclists: multipurpose seekers, utility-prestige and sensory seekers. In order to refine the group profiles, they were crossed with socio-economic and behavioral variables.

ACS Style

Francisco Rejón-Guardia; Margarita Alemany-Hormaeche; María Antonia García-Sastre. Ibiza dances to the rhythm of pedals: The motivations of mountain biking tourists competing in sporting events. Tourism Management Perspectives 2020, 36, 100750 -100750.

AMA Style

Francisco Rejón-Guardia, Margarita Alemany-Hormaeche, María Antonia García-Sastre. Ibiza dances to the rhythm of pedals: The motivations of mountain biking tourists competing in sporting events. Tourism Management Perspectives. 2020; 36 ():100750-100750.

Chicago/Turabian Style

Francisco Rejón-Guardia; Margarita Alemany-Hormaeche; María Antonia García-Sastre. 2020. "Ibiza dances to the rhythm of pedals: The motivations of mountain biking tourists competing in sporting events." Tourism Management Perspectives 36, no. : 100750-100750.

Journal article
Published: 03 October 2020 in Sustainability
Reads 0
Downloads 0

Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.

ACS Style

Àngela Aguiló-Lemoine; Francisco Rejón-Guardia; María García-Sastre. Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach. Sustainability 2020, 12, 8173 .

AMA Style

Àngela Aguiló-Lemoine, Francisco Rejón-Guardia, María García-Sastre. Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach. Sustainability. 2020; 12 (19):8173.

Chicago/Turabian Style

Àngela Aguiló-Lemoine; Francisco Rejón-Guardia; María García-Sastre. 2020. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach." Sustainability 12, no. 19: 8173.

Journal article
Published: 26 March 2019 in Journal of Hospitality, Leisure, Sport & Tourism Education
Reads 0
Downloads 0

Since tourism entered in higher education, statistical skills have frequently been included in tourism curricula, with due recognition of their importance in student training. But apart from acknowledgement of that fact, the motivation of this paper was the conviction that tourism students need to have statistical literacy; this is understood not only as the acquisition of knowledge about tools of statistical analysis, but as the development of statistical reasoning, since that is relevant for the students' career. However, the majority of tourism students do not have strong mathematical training, and they do not show an inclination for quantitative methods. In this context, attitudes are crucial for the learning process. Negative attitudes towards a subject of study can often become an obstacle to effective learning, and there is a common belief that attitudes towards Statistics are negative. This paper focuses on evaluating the attitudes of university students enrolled in Tourism management studies, using a self-administered survey to students of the Degree in Tourism at the University of the Balearic Islands. To our knowledge, there are no other studies of this type related to this university major, despite the importance of acquiring statistical skills for tourism professionals. The survey instrument includes the Survey of Attitudes towards Statistics (SATS©), along with some questions regarding demographic and academic characteristics of the respondents. An Exploratory Factor Analysis (EFA) has been conducted on the SATS© items, seeking to identify the underlying dimensions of tourism students’ attitudes towards Statistics. The relationship between attitudinal components and the demographic and academic characteristics of students has also been investigated. From the results, recommendations emerge for teaching and learning, as well as for the improvement of attitudes towards Statistics in Tourism studies in particular, and in Social Science degrees in general.

ACS Style

Magdalena Cladera; Francisco Rejón-Guardia; Gabriel À. Vich-I-Martorell; Catalina Juaneda. Tourism students’ Attitudes Toward Statistics. Journal of Hospitality, Leisure, Sport & Tourism Education 2019, 24, 202 -210.

AMA Style

Magdalena Cladera, Francisco Rejón-Guardia, Gabriel À. Vich-I-Martorell, Catalina Juaneda. Tourism students’ Attitudes Toward Statistics. Journal of Hospitality, Leisure, Sport & Tourism Education. 2019; 24 ():202-210.

Chicago/Turabian Style

Magdalena Cladera; Francisco Rejón-Guardia; Gabriel À. Vich-I-Martorell; Catalina Juaneda. 2019. "Tourism students’ Attitudes Toward Statistics." Journal of Hospitality, Leisure, Sport & Tourism Education 24, no. : 202-210.

Article
Published: 06 February 2019 in Journal of Computing in Higher Education
Reads 0
Downloads 0

The international higher education system should be grounded in an educational approach in which teaching and learning methods aim to transform the student into an active agent in their learning process. The present study aims to learn how intention to use a personal learning environment based on Google applications for supporting collaborative learning is formed, in the context of university student learning. For this purpose, an expansion of the technology acceptance models was proposed including subjective norms and social image. The model was empirically evaluated using survey data collected from 267 students from a marketing management degree course, on which Google applications (apps) were used to design a learning environment to support project work and learning. The results show the suitability of the extended TAM to explain the intention to use Google apps as a personal learning environment in the university context. More specifically, subjective norms contributed to the indirect effect on the intention to use Google apps through social image and had a substantial positive influence on the social image. Meanwhile, social image had a significant positive direct effect on perceived usefulness. The results of the present study have a series of practical implications for the higher education sector.

ACS Style

Francisco Rejón-Guardia; Ana Isabel Polo-Peña; Guillermo Maraver-Tarifa. The acceptance of a personal learning environment based on Google apps: the role of subjective norms and social image. Journal of Computing in Higher Education 2019, 32, 203 -233.

AMA Style

Francisco Rejón-Guardia, Ana Isabel Polo-Peña, Guillermo Maraver-Tarifa. The acceptance of a personal learning environment based on Google apps: the role of subjective norms and social image. Journal of Computing in Higher Education. 2019; 32 (2):203-233.

Chicago/Turabian Style

Francisco Rejón-Guardia; Ana Isabel Polo-Peña; Guillermo Maraver-Tarifa. 2019. "The acceptance of a personal learning environment based on Google apps: the role of subjective norms and social image." Journal of Computing in Higher Education 32, no. 2: 203-233.

Chapter
Published: 18 January 2019 in Tourism, Hospitality & Event Management
Reads 0
Downloads 0

The present study examines events tourists participating in a regatta with a view to exploring their role and potential to counteract destination seasonality. A sample of participants was segmented by their socio-demographic profile, previous experience, satisfaction and expenditure. The analysis of the results showed distinct socio-demographic characteristics and motivations for choosing the tourist destination, as well as different patterns of tourist behaviour, levels of satisfaction and spending. The main conclusions of the study indicate that socio-demographic and behavioural variables reveal three major segments: moderately experienced, less experienced, and more experienced. It was concluded that small- and medium-sized sports events, such as the regatta in question, could contribute to the reduction of the effects of seasonality, and to the improvement of the economic and social revitalisation for host cities, significantly in events held during the months of lower tourism activity. The analysis of the participants in the 47th annual S.A.R. Princess Sofia race, and the analysis of motivations and levels of satisfaction should contribute towards improving the efficiency and effectiveness of the organisation of future events. This type of event, with international participation and global media coverage, could help to reposition the Balearic destination and offer alternative products to the hegemonic sun and beach. The results of this study have shown that sailing sports tourism is heterogenous, and they could be used to develop business strategies aimed at improving the marketing of the segments identified. As a sports activity, sailing races can be used as a pull factor in tourism.

ACS Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. Sailboat Race Events: Exploring the Effects of a Regatta in the Balearic Islands. Tourism, Hospitality & Event Management 2019, 35 -51.

AMA Style

Francisco Rejón-Guardia, María Antonia García-Sastre, Margarita Alemany-Hormaeche. Sailboat Race Events: Exploring the Effects of a Regatta in the Balearic Islands. Tourism, Hospitality & Event Management. 2019; ():35-51.

Chicago/Turabian Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. 2019. "Sailboat Race Events: Exploring the Effects of a Regatta in the Balearic Islands." Tourism, Hospitality & Event Management , no. : 35-51.

Journal article
Published: 03 August 2018 in Industrial Management & Data Systems
Reads 0
Downloads 0

Purpose The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least squares (PLS) methodology was applied with a posteriori segmentation (PLS prediction-oriented segmentation (POS)). Findings The attitude toward the sponsor helps to assess the efficiency of sponsorships between companies. This variable is particularly relevant for evaluating sponsorship efficiency in online brand communities. Improving trust and assessing the sense of membership directly improves attitudes toward the team and the sponsored brands. The attitude toward the sponsor has a direct and positive impact on the purchase intentions. The use of a posteriori segmentation with the PLS–POS technique helps discriminate between groups. Research limitations/implications Among the limitations encountered, further study would require using a sample of various sports disciplines and cultures. Practical implications Specific actions and communication strategies are defined for each segment and in general to adapt communication strategies that improve identification with virtual brand communities. The study has revealed involvement-related differences resulting from the impact that engagement with the sponsored team may have on the assessed relationships. Originality/value The study of the effects of sponsorship and the use of a posteriori variables user segmentation in an online brand community are used.

ACS Style

Manuel Alonso Dos Santos; Francisco Rejón Guardia; Ferran Calabuig Moreno. Sponsorship image transfer theory in virtual brand communities. Industrial Management & Data Systems 2018, 118, 1287 -1302.

AMA Style

Manuel Alonso Dos Santos, Francisco Rejón Guardia, Ferran Calabuig Moreno. Sponsorship image transfer theory in virtual brand communities. Industrial Management & Data Systems. 2018; 118 (6):1287-1302.

Chicago/Turabian Style

Manuel Alonso Dos Santos; Francisco Rejón Guardia; Ferran Calabuig Moreno. 2018. "Sponsorship image transfer theory in virtual brand communities." Industrial Management & Data Systems 118, no. 6: 1287-1302.

Journal article
Published: 01 August 2018 in Journal of Business Research
Reads 0
Downloads 0
ACS Style

Manuel Alonso-Dos-Santos; Francisco Rejón-Guardia; Carlos Pérez Campos; Ferran Calabuig-Moreno; Yong Jae Ko. Engagement in sports virtual brand communities. Journal of Business Research 2018, 89, 273 -279.

AMA Style

Manuel Alonso-Dos-Santos, Francisco Rejón-Guardia, Carlos Pérez Campos, Ferran Calabuig-Moreno, Yong Jae Ko. Engagement in sports virtual brand communities. Journal of Business Research. 2018; 89 ():273-279.

Chicago/Turabian Style

Manuel Alonso-Dos-Santos; Francisco Rejón-Guardia; Carlos Pérez Campos; Ferran Calabuig-Moreno; Yong Jae Ko. 2018. "Engagement in sports virtual brand communities." Journal of Business Research 89, no. : 273-279.

Conference paper
Published: 01 July 2018 in EDULEARN18 Proceedings
Reads 0
Downloads 0

Information about the paper titled "THE TIME MANAGEMENT COMPETENCE AND THE EFFECTIVENESS OF THE UNIVERSITY STUDENT" at IATED Digital Library

ACS Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Gabriel Àngel Vich-I-Martorell. THE TIME MANAGEMENT COMPETENCE AND THE EFFECTIVENESS OF THE UNIVERSITY STUDENT. EDULEARN18 Proceedings 2018, 2888 -2894.

AMA Style

Francisco Rejón-Guardia, María Antonia García-Sastre, Gabriel Àngel Vich-I-Martorell. THE TIME MANAGEMENT COMPETENCE AND THE EFFECTIVENESS OF THE UNIVERSITY STUDENT. EDULEARN18 Proceedings. 2018; ():2888-2894.

Chicago/Turabian Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Gabriel Àngel Vich-I-Martorell. 2018. "THE TIME MANAGEMENT COMPETENCE AND THE EFFECTIVENESS OF THE UNIVERSITY STUDENT." EDULEARN18 Proceedings , no. : 2888-2894.

Chapter
Published: 19 April 2018 in Tourism, Hospitality & Event Management
Reads 0
Downloads 0

Tourism in mature, seasonal destinations such as The Balearic Islands should be redirected towards more sustainable products and policies. The present chapter examines hiking tourists, underlining the role and great potential they have for the destination. A sample of hikers approached in the Tramuntana mountain range was segmented by age, differentiating between senior hikers of 60 years and above, and the rest of respondents. The analysis of results showed distinct socio-demographic characteristics and motivations for choosing the tourist destination, as well as different patterns of tourist behaviour, spending and levels of satisfaction. The findings have important practical applications for the promotion of hiking destinations as tourism products.

ACS Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. The Active Senior Tourist: The Case of the Balearic Islands. Tourism, Hospitality & Event Management 2018, 173 -186.

AMA Style

Francisco Rejón-Guardia, María Antonia García-Sastre, Margarita Alemany-Hormaeche. The Active Senior Tourist: The Case of the Balearic Islands. Tourism, Hospitality & Event Management. 2018; ():173-186.

Chicago/Turabian Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. 2018. "The Active Senior Tourist: The Case of the Balearic Islands." Tourism, Hospitality & Event Management , no. : 173-186.

Research article
Published: 28 December 2017 in Tourism Economics
Reads 0
Downloads 0

This article focuses on the identification of the prime motivations for participation in sporting events, and segmentation by latent class analysis in order to identify the profile of cycling tourists with the aim of exploiting new market niches. To this end, data from a sample of 1281 participants in an annual one-day road race held in the Balearic Islands, Spain, were analysed. The findings confirm that familiarity and prestige-related motivations are the key to differentiating individuals in terms of spending, whereas sensory, physiological and security-related motivations distinguish very clearly the length of stay. Segmentation by latent class analysis reveals differences in the age variable, as cycling tourism is predominantly an activity undertaken by middle-aged and older males.

ACS Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. Motivation-based behaviour and latent class segmentation of cycling tourists. Tourism Economics 2017, 24, 204 -217.

AMA Style

Francisco Rejón-Guardia, María Antonia García-Sastre, Margarita Alemany-Hormaeche. Motivation-based behaviour and latent class segmentation of cycling tourists. Tourism Economics. 2017; 24 (2):204-217.

Chicago/Turabian Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. 2017. "Motivation-based behaviour and latent class segmentation of cycling tourists." Tourism Economics 24, no. 2: 204-217.

Original articles
Published: 15 December 2017 in Anatolia
Reads 0
Downloads 0

There is an urgent need to redirect tourist policies and products towards a more economically and environmentally sustainable model. The main objectives of this paper were to identify the profile of hiking cultural tourists; to segment the hiker profile using the intensity of the sports activity undertaken, and according to the pursuit of various cultural activities during their stay; and finally, to model the factors of being a cultural tourist. Based on a sample study composed of hikers, four groups were distinguished based on their physical capabilities and propensity towards risk, as soft and hard hikers and soft and hard cultural tourists. The analysis reveals different characteristics and patterns of associated behaviour, justifying the development of differentiated commercial strategies.

ACS Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. Hikers as cultural tourists: differences between hard and soft behaviours. Anatolia 2017, 29, 267 -277.

AMA Style

Francisco Rejón-Guardia, María Antonia García-Sastre, Margarita Alemany-Hormaeche. Hikers as cultural tourists: differences between hard and soft behaviours. Anatolia. 2017; 29 (2):267-277.

Chicago/Turabian Style

Francisco Rejón-Guardia; María Antonia García-Sastre; Margarita Alemany-Hormaeche. 2017. "Hikers as cultural tourists: differences between hard and soft behaviours." Anatolia 29, no. 2: 267-277.

Journal article
Published: 03 April 2017 in Journal of Internet Commerce
Reads 0
Downloads 0
ACS Style

Francisco Rejón-Guardia; Cuauhtemoc Luna-Nevarez. “Showrooming” in Consumer Electronics Retailing: An Empirical Study. Journal of Internet Commerce 2017, 16, 174 -201.

AMA Style

Francisco Rejón-Guardia, Cuauhtemoc Luna-Nevarez. “Showrooming” in Consumer Electronics Retailing: An Empirical Study. Journal of Internet Commerce. 2017; 16 (2):174-201.

Chicago/Turabian Style

Francisco Rejón-Guardia; Cuauhtemoc Luna-Nevarez. 2017. "“Showrooming” in Consumer Electronics Retailing: An Empirical Study." Journal of Internet Commerce 16, no. 2: 174-201.

Review
Published: 17 February 2017 in Digital Advertising
Reads 0
Downloads 0
ACS Style

Francisco Rejón-Guardia; Francisco J. Martínez-López. A Review of Internet and Social Network Advertising Formats 1. Digital Advertising 2017, 362 -381.

AMA Style

Francisco Rejón-Guardia, Francisco J. Martínez-López. A Review of Internet and Social Network Advertising Formats 1. Digital Advertising. 2017; ():362-381.

Chicago/Turabian Style

Francisco Rejón-Guardia; Francisco J. Martínez-López. 2017. "A Review of Internet and Social Network Advertising Formats 1." Digital Advertising , no. : 362-381.

Journal article
Published: 11 November 2016 in Psychology & Marketing
Reads 0
Downloads 0

This study explores how the virtual brand community (VBC) of soccer-team supporters influences the brand's attitude toward sponsorship according to the theory of image transfer. The study provides a comparative analysis using both structural equation modeling (SEM) and qualitative comparative analysis (QCA). A total of 609 supporters of a professional, first-division Spanish soccer team provide the data. The results from SEM support the importance of control, attitude toward the team, and identification variables. However, SEM cannot assure the usefulness of variables such as trust and opportunism when evaluating the resulting attitude toward the sponsor. The results from the fuzzy-set QCA on the same data set show that not all variables are necessary conditions in order to influence sponsorship. The most relevant variables to obtain valid and useful results are control, attitude toward the team, and trust. The combination of attitude toward the team, identification, and trust is also valid. Attitude toward the team and trust variables are present in the two combinations of variables leading to a positive, favorable attitude toward the sponsor, thus reflecting their importance in marketing experts’ assessment of image transmission in professional teams.

ACS Style

Manuel Alonso Dos Santos; Ferran Calabuig Moreno; Francisco Rejón-Guardia; Carlos Pérez Campos. Influence of the Virtual Brand Community in Sports Sponsorship. Psychology & Marketing 2016, 33, 1091 -1097.

AMA Style

Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Francisco Rejón-Guardia, Carlos Pérez Campos. Influence of the Virtual Brand Community in Sports Sponsorship. Psychology & Marketing. 2016; 33 (12):1091-1097.

Chicago/Turabian Style

Manuel Alonso Dos Santos; Ferran Calabuig Moreno; Francisco Rejón-Guardia; Carlos Pérez Campos. 2016. "Influence of the Virtual Brand Community in Sports Sponsorship." Psychology & Marketing 33, no. 12: 1091-1097.

Book chapter
Published: 01 January 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Reads 0
Downloads 0

There is a lack of specific research with a clear consumer orientation regarding the flow state in an online learning environment. Despite the efforts made in recent years to analyze these experiences according to various aspects of a student’s conduct in a virtual learning environment (e.g. Shernoff et al. 2003; Pearce 2005; Choi et al. 2007; Shin 2006; Pace 2007; Liu et al. 2009; Joo et al. 2012), the specific perspective of the consumption behaviour of a student as a consumer of online learning products has not been taken into consideration. Moreover, few studies have been conducted into flow in such environments and most of the findings are inconclusive. This is surprising given that the study of the online flow experience of students (as a consumers) could reveal certain advantages and benefits for students and education centres alike (Pearce et al. 2005; Choi et al. 2007; Ryoo et al. 2008). Our model extends the previous literature in the understanding of online experiences and specifically the states of flow that emerge in the consumption of higher education learning products. We model the flow phenomenon by identifying the factors that determine its appearance in an online learning environment and the main consequences, and to characterize the consumption process within this context. The theoretical structure presented includes the variables, identified from the literature review, that are likely to be related to flow in these environments. And it includes new relationships that are included between the variables related to flow. Concretely, as a direct antecedents of flow we consider: distortion in the perception of time, focused attention or concentration to the environment from which stimuli originate, perception of control over the medium and interactivity as a particular attribute of the virtual environment. The indirect antecedents we take into account are: attitude of the lecturer to students, learning content available, challenges presented in the online environment, skills of the user and personalization of the environment (a new variable which has not been hitherto considered in any other research into online flow). As consequences of flow we consider: positive affects perceived and student learning. The set of relations put forward in the proposed model are empirically tested.

ACS Style

Irene Esteban-Millat; Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Francisco Rejón-Guardia; Antoni Messeger-Artola; Inma Rodríguez-Ardura. Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 81 -82.

AMA Style

Irene Esteban-Millat, Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Francisco Rejón-Guardia, Antoni Messeger-Artola, Inma Rodríguez-Ardura. Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():81-82.

Chicago/Turabian Style

Irene Esteban-Millat; Francisco J. Martínez-López; Juan Carlos Gázquez-Abad; Francisco Rejón-Guardia; Antoni Messeger-Artola; Inma Rodríguez-Ardura. 2016. "Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 81-82.

Book chapter
Published: 01 January 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Reads 0
Downloads 0

Brand delisting is a specific type of assortment reduction. It refers to the removal of all items of a single brand, leading to the unavailability of the brand within the store (Sloot and Verhoef 2008, p. 281). Recent retailing-related professional publications indicate that national brand (NB) delistings are not uncommon in food retailing (e.g., the American retailer Wal-Mart, the Dutch food retail chain Edah, the UK retailer ASDA, the German retailers Edeka and Metro, and the Spanish retailer Mercadona). Conflicts of retailers with manufacturers seemed to be behind such delisting decisions. Indeed, delisting – or threatening to delist – a manufacturer’s brand is a tool that retailers often use to improve their negotiation position with brand manufacturers. Notwithstanding, despite the great managerial relevance of this topic, researchers have paid almost no attention to brand delisting so far. There is only limited research (papers by Boatwright and Nunes 2001; Sloot and Verhoef 2008; Wiebach and Hildebrandt 2012) on the effects of an entire brand delisting. However, none of these papers analyzes the consequences of delisting all national brands in a given assortment, so that a retailer offers an assortment based only on private labels (PL). Can a retailer ‘push out’ all manufacturer brands from its shelves, offering only its own brand, with no consequences? This is the main research question of our paper. In summary, our results reveal that retailers should be particularly careful about delisting NBs (specially high-equity NBs), given that there is an inverse relationship between assortment size and the intentions to switch to another store to purchase the category as well as the whole shopping-basket. Therefore, we recommend retailers to offer assortments containing both their own brand and a higher number of NBs (nine vs. three). Offering ‘only-PL’ assortments has negative consequences in terms of consumers having a greater probability to switch to another store to purchase. Nevertheless, for retailers offering ‘mixed’ assortments, a higher proportion of high-equity NBs may help to reduce the intentions to switch to another store. This research has been funded by Foundation Ramón Areces (Spain).

ACS Style

Juan Carlos Gázquez-Abad; Francisco J. Martínez-López; Irene Esteban-Millat; Juan Antonio Mondéjar-Jiménez; Francisco Rejón-Guardia. How Delisting All National Brands in a Given Assortment Impacts on Consumers’ Store Switching Intentions. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 115 -116.

AMA Style

Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez, Francisco Rejón-Guardia. How Delisting All National Brands in a Given Assortment Impacts on Consumers’ Store Switching Intentions. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():115-116.

Chicago/Turabian Style

Juan Carlos Gázquez-Abad; Francisco J. Martínez-López; Irene Esteban-Millat; Juan Antonio Mondéjar-Jiménez; Francisco Rejón-Guardia. 2016. "How Delisting All National Brands in a Given Assortment Impacts on Consumers’ Store Switching Intentions." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 115-116.

Book chapter
Published: 01 January 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Reads 0
Downloads 0

Social networking sites (SNS) are used to promote brands, products or services through targeted marketing campaigns, but the precise effectiveness of these campaigns has yet to be established (Van Noort et al. 2012). The research question we address in this study is whether commercial communication via SNS is cognitively effective. A review of the literature clearly shows that if a commercial message receives no prior attention, the likelihood that it will be processed by and influence the consumer is negligible (Chan et al. 2004). For the purposes of this study we consider that an individual has given attention to a message when the advertising information transmitted has an impact on his or her memory, in the form of brand recall and recognition. A classical post-test survey design was used to examine the responses of a panel of Facebook users to advertising formats displayed within the site. The type of advertising format was used as a control factor to determine the impact on the cognitive effectiveness of the message transmitted. The study has a twofold objective: (1) to examine which of the formats most commonly used in social media advertising condition attention types; and (2) to analyse the effect of advertising pressure on consumer attention and brand recall. Social media advertising is an effective communication tool for attracting user attention, leading to higher attention levels than those recorded for advertising in other online contexts. Differences are observed in user attention to distinct advertising stimuli, with video found to be the most effective format for attracting user attention in SNS. However, higher advertising pressure leads to lower attention levels and poorer recall rates. Active exposure to social media advertising leads to higher recall rates of the messages transmitted. The constraints of this study include the use of single product/brand, and the experimental conditions of the data collection stage. Among our future areas of research we propose to evaluate attention in behavioural terms, using a range of tools including eye-tracking to provide empirical evidence of attention rates for social media advertising.

ACS Style

Francisco Rejón-Guardia; Francisco J. Martínez-López; Irene Esteban-Millat; Juan Carlos Gázquez-Abad. Evaluation of the Cognitive Effectiveness on Social Media Advertising Formats. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 133 -134.

AMA Style

Francisco Rejón-Guardia, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Carlos Gázquez-Abad. Evaluation of the Cognitive Effectiveness on Social Media Advertising Formats. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():133-134.

Chicago/Turabian Style

Francisco Rejón-Guardia; Francisco J. Martínez-López; Irene Esteban-Millat; Juan Carlos Gázquez-Abad. 2016. "Evaluation of the Cognitive Effectiveness on Social Media Advertising Formats." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 133-134.

Book chapter
Published: 01 January 2016 in Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Reads 0
Downloads 0

Studies on e-commerce recommendation systems with a focus on marketing and, specifically, on consumers and their decision-making, are harder to find. Nevertheless, this approach is important to gaining an understanding of the adoption and use of e-commerce. We focus on the chain of psychological outcomes linked to an e-vendor’s RS that emerge once such a system is adopted and used to support an online shopping process and possible purchase. As a basis for our approach, we use the theoretical proposal by Martínez-López et al. (2010) for this purpose. In particular, we consider a sequence of four psychological variables with reference to which it is posited that consumers’ perceived performance of an online store’s recommendation system (RS) and their satisfaction with it have an influence on their willingness to purchase with the support of such a system’s suggestions. Other direct antecedent variables are considered too, taken from classic and novel consumer behaviour theories applied to online shopping environments. However, this interesting sequence of psychological responses has yet to be empirically tested. Our model is based on the integrative, theoretical model proposed by Martínez-López et al. (2010). It works with a set of four constructs as psychological responses related to the use of an e-vendor’s RS: the consumer’s perception of the RS’s performance; satisfaction with the RS; willingness to buy a searched item based on the RS’s recommendation; and finally, willingness to make a cross/add-on purchase based on the system’s suggestions. Furthermore, three antecedents are included for such responses. In order to test the structural model, based on the same reasons presented above, we applied a RWLS method. Model fit indices were generally quite satisfactory. The estimation of the model’s structural coefficients showed all our hypotheses to be significant, with the exception of H10. The results showed that there is no direct relationship (although there is an indirect relationship through the predisposition of the consumer to purchase) between the user’s satisfaction with the RS-WS and his/her predisposition to make a crossed purchase or a more expensive purchase. In other words, individuals who are satisfied with the RS are generally more inclined to purchase what the system recommends in relation to their primary search object, but they will not be more inclined to purchase products/services outside their primary shopping goal, related to add-on selling suggestions. To be specific, consumers will only be more inclined to purchase add-on products to their primary shopping goal (i.e. cross/up selling) when they intend to follow the recommendations of the RS in relation to their initial search. This is when they are willing to accept and follow other suggestions made by the recommender about other products that complement their initial shopping goal or are more expensive.

ACS Style

Francisco J. Martínez-López; Irene Esteban-Millat; Ana M. Argila; Francisco Rejón-Guardia. Main Psychological Sequence of Responses Linked to the Consumer’s Use of an e-Vendor’s Recommender. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 69 -70.

AMA Style

Francisco J. Martínez-López, Irene Esteban-Millat, Ana M. Argila, Francisco Rejón-Guardia. Main Psychological Sequence of Responses Linked to the Consumer’s Use of an e-Vendor’s Recommender. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():69-70.

Chicago/Turabian Style

Francisco J. Martínez-López; Irene Esteban-Millat; Ana M. Argila; Francisco Rejón-Guardia. 2016. "Main Psychological Sequence of Responses Linked to the Consumer’s Use of an e-Vendor’s Recommender." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 69-70.

Journal article
Published: 03 August 2015 in Internet Research
Reads 0
Downloads 0

Purpose – Psychological perspective has been omitted or considered a secondary issue by past studies focused on e-commerce recommendation systems (RS). However, this perspective is key to gaining a better understanding of consumer behaviours when these systems are used to support purchasing processes at online stores. The paper aims to discuss these issues. Design/methodology/approach – The field study consisted of a simulated online shopping process undertaken by a sample of internet users with a recommender system at a real online store (Pixmania). The authors applied rigorous and detailed exploratory and confirmatory factor analyses to assess the empirical validity of the model. Findings – The proposed sequence of psychological outcomes is valid, with the exception of one hypothesized relationship. In particular, satisfaction with an online store’s recommender has a strong influence on a consumer’s willingness to purchase one of the items related to his/her shopping goal. However, this satisfaction has no direct effect on a consumer’s intention to make add-on purchases based on the recommender’s suggestions. On the contrary, the results support the idea that add-on purchases are conditioned by a previous purchase related to the consumer’s initial shopping goal. On the other hand, a consumer’s flow state while shopping improves all his/her psychological outcomes linked to an online store’s recommender. The influence of flow state is particularly interesting when seeking to gain a better understanding of consumers’ unplanned purchases based on the recommender’s suggestions. These findings have important implications for practitioners. Originality/value – This paper discusses in detail and empirically test a set of psychological outcomes that emerge when an e-vendor’s recommender is used to assist a consumer’s shopping process. To the best of the knowledge, this is the first attempt that empirically tests most of the hypothesized relationships within an online store’s RS context.

ACS Style

Francisco J. Martínez-López; Irene Esteban-Millat; Ana Argila; Francisco Rejón-Guardia. Consumers’ psychological outcomes linked to the use of an online store’s recommendation system. Internet Research 2015, 25, 562 -588.

AMA Style

Francisco J. Martínez-López, Irene Esteban-Millat, Ana Argila, Francisco Rejón-Guardia. Consumers’ psychological outcomes linked to the use of an online store’s recommendation system. Internet Research. 2015; 25 (4):562-588.

Chicago/Turabian Style

Francisco J. Martínez-López; Irene Esteban-Millat; Ana Argila; Francisco Rejón-Guardia. 2015. "Consumers’ psychological outcomes linked to the use of an online store’s recommendation system." Internet Research 25, no. 4: 562-588.