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María Jesús Yagüe-Guillén
Marketing Department, Universidad Autónoma of Madrid, 28049 Madrid, Spain

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Journal article
Published: 28 July 2021 in Sustainability
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Value co-creation by users in a virtual community is a key element to encouraging the community’s brand equity. This study analyzes the effect of the functional value provided by the virtual community on the two value-co-creation behaviors that occur within it: (1) self-value co-creation and (2) communal value co-creation. Through self-value co-creation, participants co-create value to their own benefit by becoming involved in co-designing their experience. By communal value co-creation, participants co-create value through evaluations, recommendations, and ideas that benefit others. This study also asks whether multichannelity—using various channels to access the virtual community (website and mobile app), as opposed to using a single channel (website or mobile app)—has a moderating effect on the relationships proposed between value co-creation and brand equity of the virtual community. The analysis is contrasted empirically for the virtual community Tripadvisor with data collected by a research institute via telephone interview. Confirmatory factor analysis and multi-group structural equation modeling techniques were used to assess the proposed model. The study enriches two significant lines of scholarly research, value co-creation and brand equity. It does so in multi-brand virtual contexts in which variety of service brands coexists with the brand of the virtual community, and with users who access the virtual community through one or various channels. The study also contributes to the formulation of business strategies oriented to increasing the brand equity of virtual communities.

ACS Style

Natalia Rubio; Nieves Villaseñor; Mª Yagüe. Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability 2021, 13, 8403 .

AMA Style

Natalia Rubio, Nieves Villaseñor, Mª Yagüe. Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability. 2021; 13 (15):8403.

Chicago/Turabian Style

Natalia Rubio; Nieves Villaseñor; Mª Yagüe. 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users." Sustainability 13, no. 15: 8403.

Journal article
Published: 24 May 2021 in Sustainability
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The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people’s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors’ emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.

ACS Style

Mónica Gómez-Suárez; María Yagüe. Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand. Sustainability 2021, 13, 5873 .

AMA Style

Mónica Gómez-Suárez, María Yagüe. Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand. Sustainability. 2021; 13 (11):5873.

Chicago/Turabian Style

Mónica Gómez-Suárez; María Yagüe. 2021. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand." Sustainability 13, no. 11: 5873.

Earlycite article
Published: 30 March 2021 in International Journal of Retail & Distribution Management
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Purpose Although value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage co-creation behavior on various levels: a basic level related to communication of service errors and a moderate-high level related to participation in service innovation. This study also proposes modeling for two different segments according to the participation in a loyalty program and according to the relationship duration. Design/methodology/approach A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Confirmatory factor analysis and multigroup structural equation modeling techniques were used to assess the proposed model. Findings The results show differences in the formation of co-creation behaviors depending on the customers analyzed. To encourage communication of service errors, customers affiliated to the program and customers with the longest customer-firm relationships must trust the distributor. Perceived support is crucial in encouraging feedback on service errors among non-affiliated and new customers. For promoting service innovation, the most significant antecedent is perceived support, followed by trust, independently of whether or not the customer belongs to the loyalty program. Customers with the longest relationship participate in co-innovation motivated equally by trust and perceived support. Customers with shorter relationship duration only participate in co-innovation if they perceived support. Originality/value This study contributes to deepening knowledge of co-creation behavior in the field of retail distribution. To date, research in this context has not considered the existence of various levels of co-creation: the basic level related to feedback on service errors and the moderate/high level related to participation in service co-innovation. Nor have studies tested the influence of trust and perceived support on these co-creation behaviors. Further, this study is the first study to integrate two significant variables that moderate retailers' strategy in the same model: membership in a loyalty program and duration of customer-firm relationship.

ACS Style

Natalia Rubio; Nieves Villaseñor; Maria Jesús Yagüe. Value co-creation between consumers and distributors: the moderating effect of relationship characteristics. International Journal of Retail & Distribution Management 2021, ahead-of-p, 1 .

AMA Style

Natalia Rubio, Nieves Villaseñor, Maria Jesús Yagüe. Value co-creation between consumers and distributors: the moderating effect of relationship characteristics. International Journal of Retail & Distribution Management. 2021; ahead-of-p (ahead-of-p):1.

Chicago/Turabian Style

Natalia Rubio; Nieves Villaseñor; Maria Jesús Yagüe. 2021. "Value co-creation between consumers and distributors: the moderating effect of relationship characteristics." International Journal of Retail & Distribution Management ahead-of-p, no. ahead-of-p: 1.

Original article
Published: 08 March 2021 in International Journal of Consumer Studies
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The purpose of this article is to investigate the relationship of Schwartz's theory of basic individual values to smart shoppers' predisposition to purchase store brands, considering the mediating role of the smart shopper self‐concept and the moderating role of the country of origin. After an initial qualitative analysis, survey data were collected from a sample of 868 shoppers in four western countries (Spain, France, Germany and the United States). Then, a series of statistical estimations was developed through structural equation modelling. The results of these sequential models showed metric equivalence, providing a basis for generating valid comparisons among the four countries. The final findings corroborate the idea that the individual's value structure has a direct and positive effect on the smart shopper self‐concept and that this effect in turn influences the shopper's attitude towards store brands. The results also show that although the dimensions of the buyers' value structures are cross‐country invariant, the set of values that best define smart shoppers differs significantly by country. Mixed results are found when the relationship between the smart shopper self‐concept and the attitude towards store brands is analysed for each individual country. These outcomes offer international retail managers guidance on how to best stimulate smart shoppers' positive responses towards store brands.

ACS Style

Myriam Quinones; Mónica Gómez‐Suárez; María Jesús Yagüe. The thrill of a smart purchase: Does country matter? International Journal of Consumer Studies 2021, 1 .

AMA Style

Myriam Quinones, Mónica Gómez‐Suárez, María Jesús Yagüe. The thrill of a smart purchase: Does country matter? International Journal of Consumer Studies. 2021; ():1.

Chicago/Turabian Style

Myriam Quinones; Mónica Gómez‐Suárez; María Jesús Yagüe. 2021. "The thrill of a smart purchase: Does country matter?" International Journal of Consumer Studies , no. : 1.

Journal article
Published: 02 October 2020 in Sustainability
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Value co-creation by users in a virtual community is a key element of the community's value and sustainability. This paper first analyzes the effect on co-creation behavior of (1) users’ altruism and (2) users’ interactivity with the different firms housed in the virtual community. It considers different sustainable co-creation behaviors based on intensity, distinguishing between moderate or high intensity, where recommendation of the service represents a moderate level of co-creation and co-innovation at a high level. Both behaviors are oriented not only to the firms housed in the virtual community, but also to the virtual platform itself. Second, the study proposes whether users’ perception of their expertise about the services and/or firms housed in the community exerts a moderating effect on the proposed modelling. Empirical contrast is performed using the virtual community TripAdvisor. This study contributes to current academic research on co-creation and sustainability. The results show that the user's altruism is the determining factor in encouraging moderate sustainable co-creation behavior (recommendation of the service), whereas user–firm interactivity is the critical antecedent for fostering high-level co-creation in the form of co-innovation activities. The results vary, however, depending on the segment of virtual community users analyzed (expert vs. non-expert). This study also contributes to formulation of business strategies to foster sustainable co-creation behavior with greater repercussions for long-term participation in the virtual community.

ACS Style

Natalia Rubio; Nieves Villaseñor; MªJesús Yagüe. Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise. Sustainability 2020, 12, 8151 .

AMA Style

Natalia Rubio, Nieves Villaseñor, MªJesús Yagüe. Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise. Sustainability. 2020; 12 (19):8151.

Chicago/Turabian Style

Natalia Rubio; Nieves Villaseñor; MªJesús Yagüe. 2020. "Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise." Sustainability 12, no. 19: 8151.

Mini review article
Published: 24 April 2020 in Frontiers in Psychology
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Even though the healthcare industry is usually considered a rather traditional and slowly evolving sector, change is happening. Digitalization is transforming the way of obtaining medical advice and treatment and the Internet has become a key source for the seeking of healthcare information. It has allowed people to turn into more active collaborators in matters of their own health by enabling them to easily search and share information with other patients. Although research points out the growing importance of user-generated content in many sectors and its positive impact on information credibility, trust, engagement, and, ultimately, customer behavior (Malthouse et al., 2016), there is a lack of attention to this topic in healthcare. In this brief review, we address this gap by analyzing the role of health e-mavens, which are a particular type of influencers that possesses both expertise and online social influence. We lastly illustrate possible benefits of their impact on other to the different parties involved and affected by this phenomenon.

ACS Style

Ana M. Díaz-Martín; Anne Schmitz; M. Jesus Yagüe Guillen. Are Health e-Mavens the New Patient Influencers? Frontiers in Psychology 2020, 11, 1 .

AMA Style

Ana M. Díaz-Martín, Anne Schmitz, M. Jesus Yagüe Guillen. Are Health e-Mavens the New Patient Influencers? Frontiers in Psychology. 2020; 11 ():1.

Chicago/Turabian Style

Ana M. Díaz-Martín; Anne Schmitz; M. Jesus Yagüe Guillen. 2020. "Are Health e-Mavens the New Patient Influencers?" Frontiers in Psychology 11, no. : 1.

Journal article
Published: 15 April 2020 in Journal of Business Economics and Management
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The purpose of this article is to provide a robust and consistent cross-country measurement of the smart-shopper self-concept. Drawing on existing single-country studies, our work extends research by validating a pioneer cross-country scale that measures the smart-shopping mechanism in a holistic manner. Survey data were collected from 1,233 shoppers from six different Western countries. Cross-country equivalence was assessed using multigroup confirmatory factor analysis using configural, metric, and factor variance invariance tests. The results indicate that the smart-shopper self-concept is a second-order construct comprising two dimensions: smartshopper-attributed behavior and smart-shopper feelings. Our findings also reveal that consumers in the different countries exhibit different degrees of smart-shopper self-concept and differ in their perceptions of the affective and behavioral responses generated during a smart purchase process. Marketing practitioners looking to target smart shoppers across multiple countries could build on the findings of this study to develop effective international segmentation and positioning strategies.

ACS Style

Mónica Gómez-Suárez; Myriam Quinones; María Jesús Yagüe. TARGETING SMART SHOPPERS: A CROSS-COUNTRY MODEL. Journal of Business Economics and Management 2020, 21, 679 -705.

AMA Style

Mónica Gómez-Suárez, Myriam Quinones, María Jesús Yagüe. TARGETING SMART SHOPPERS: A CROSS-COUNTRY MODEL. Journal of Business Economics and Management. 2020; 21 (3):679-705.

Chicago/Turabian Style

Mónica Gómez-Suárez; Myriam Quinones; María Jesús Yagüe. 2020. "TARGETING SMART SHOPPERS: A CROSS-COUNTRY MODEL." Journal of Business Economics and Management 21, no. 3: 679-705.

Journal article
Published: 01 March 2019 in Journal of Destination Marketing & Management
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Understanding brand identification is critical when developing successful relationships between tourists and the destinations they visit. Nevertheless, there is an absence of academic work that measures tourist destination brand identification. The purpose of this study is to develop a scale to measure brand identification within the context of tourism. The study develops 24 measurement items to construct a survey instrument. The instrument is then administered to collect data from a sample of 308 Ibizan tourists. Following a rigorous scale development process, a one-dimensional brand identification model is identified. Finally, a refined scale consisting of seven measurement items is developed. This scale is validated with a new sample of 126 Ibizan visitors. Multi-step psychometric tests verify that the new brand identification scale is reliable and valid. Destination managers could use this scale to evaluate and identify highly acknowledged tourist segments, and more accurately implement the corresponding promotional strategies to this target.

ACS Style

Arturo Berrozpe; Sara Campo; María J. Yagüe. Am I Ibiza? Measuring brand identification in the tourism context. Journal of Destination Marketing & Management 2019, 11, 240 -250.

AMA Style

Arturo Berrozpe, Sara Campo, María J. Yagüe. Am I Ibiza? Measuring brand identification in the tourism context. Journal of Destination Marketing & Management. 2019; 11 ():240-250.

Chicago/Turabian Style

Arturo Berrozpe; Sara Campo; María J. Yagüe. 2019. "Am I Ibiza? Measuring brand identification in the tourism context." Journal of Destination Marketing & Management 11, no. : 240-250.

Book chapter
Published: 08 November 2017 in Advancing Insights on Brand Management
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Offering innovative goods and/or brands to attract and retain customers is one of the challenges in the retail sector, which is characterized by high competitiveness and economic recession. This chapter analyzes the different variables that contribute to increasing customers’ willingness to try retailers’ innovations relative to the products and/or brands they offer. Specifically, we discuss the role that consumer satisfaction with price level, perceived quality of the assortment, and trust in the retailer plays in the dependent variable. The model is tested empirically on a sample of 498 individuals responsible for purchasing consumer products; causality is contrasted using a structural equation model (SEM). The results show that customers’ trust in the retailer is the most important factor in explaining the decision to try new products and brands, followed by perceived quality of the assortment and satisfaction with price level. Furthermore, our finding that trust in the retailer is the most influential antecedent of customer willingness to try the retailer’s innovations shows the importance of relationship marketing in the proposed model. Since this influence is significantly higher in the group of regular customers of the commercial chain, regular customers represent a sensitive segment for retailers in terms of product acceptance and testing.

ACS Style

Natalia Rubio; Nieves Villaseñor Román; M. Jesus Yagüe Guillen. Analysis of Antecedents that Contribute to Try New Products in Retail Commerce. Advancing Insights on Brand Management 2017, 1 .

AMA Style

Natalia Rubio, Nieves Villaseñor Román, M. Jesus Yagüe Guillen. Analysis of Antecedents that Contribute to Try New Products in Retail Commerce. Advancing Insights on Brand Management. 2017; ():1.

Chicago/Turabian Style

Natalia Rubio; Nieves Villaseñor Román; M. Jesus Yagüe Guillen. 2017. "Analysis of Antecedents that Contribute to Try New Products in Retail Commerce." Advancing Insights on Brand Management , no. : 1.

Review
Published: 23 June 2017 in Advances in National Brand and Private Label Marketing
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This study reviews the empirical research on the topic of private label consumers published in international journals in the last 20 years (1996–2016). A comprehensive data base of 109 articles was built including information about the journals where they were published, the countries and variables studied. The analysis indicates that Europe and the USA account for more than two thirds of the published studies. There is a high concentration of the publications, since 40% of the papers were published in just four journals, all included in the Scimago Journal Rank. The key consumer characteristics that prior researchers have found to influence private labels’ purchase decision process are also identified and categorized. Based on the statistically significant results obtained by previous research, it can be concluded that perceptual variables mostly influence consumers’ attitude towards private label while psychographic variables tend to have an effect on private label purchase intention. Therefore, future research could be addressed to estimate an empirical model in order to clarify this issue.

ACS Style

Mónica Gómez-Suárez; Myriam Quiñones; María Jesús Yagüe-Guillén. Private Label Research: A Review of Consumer Purchase Decision Models. Advances in National Brand and Private Label Marketing 2017, 165 -172.

AMA Style

Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe-Guillén. Private Label Research: A Review of Consumer Purchase Decision Models. Advances in National Brand and Private Label Marketing. 2017; ():165-172.

Chicago/Turabian Style

Mónica Gómez-Suárez; Myriam Quiñones; María Jesús Yagüe-Guillén. 2017. "Private Label Research: A Review of Consumer Purchase Decision Models." Advances in National Brand and Private Label Marketing , no. : 165-172.

Book chapter
Published: 26 May 2014 in Sustainable Transport Development, Innovation and Technology
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Within the current economic context, store brands play an important role in differentiation strategies based on assortment and positioning in terms of distributor prices. To begin with, this study identifies three determining aspects of retail loyalty and trust: satisfaction with price levels, the perceived image of the assortment and loyalty to the store brands (SB). Secondly, this study will propose a theoretical relational model among the aforementioned aspects. Our research shows how satisfaction with the price levels is the most important antecedent for a retailer to achieve customer loyalty while the perceived image of the assortment exercises a more significant influence in the creation of trust. Faithfulness to the store brands is built, to a greater extent, upon the satisfaction with price rather than perceived image of the assortment, while its effect on loyalty to the retailer chain is moderated and its effect on trust is not very significant. These results have important implications for management.

ACS Style

Natalia Rubio Benito; Nieves Villaseñor Román; Maria Jesús Yagüe Guillén. The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution. Sustainable Transport Development, Innovation and Technology 2014, 83 -90.

AMA Style

Natalia Rubio Benito, Nieves Villaseñor Román, Maria Jesús Yagüe Guillén. The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution. Sustainable Transport Development, Innovation and Technology. 2014; ():83-90.

Chicago/Turabian Style

Natalia Rubio Benito; Nieves Villaseñor Román; Maria Jesús Yagüe Guillén. 2014. "The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution." Sustainable Transport Development, Innovation and Technology , no. : 83-90.

Journal article
Published: 06 March 2014 in International Journal of Tourism Research
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In the current economic climate, destinations increasingly attempt to differentiate themselves. Brand personality (BP) is a useful tool for understanding differentiation in terms of identity and image perceptions. The authors are unaware of any prior study that develops and analyses to what extent Jennifer Aaker's BP scale is reliable and valid in destination branding. This paper studies UK visitors to two specific Spanish destinations: Granada and Torremolinos. The study concludes that the BP model is second‐order. The results help to more adequately establish the personality trait dimensions that create favourable evaluations of tourism destinations. Copyright © 2014 John Wiley & Sons, Ltd.

ACS Style

Alejandro Gómez Aguilar; M. Jesus Yagüe Guillen; Nieves Villaseñor Roman. Destination Brand Personality: An Application to Spanish Tourism. International Journal of Tourism Research 2014, 18, 210 -219.

AMA Style

Alejandro Gómez Aguilar, M. Jesus Yagüe Guillen, Nieves Villaseñor Roman. Destination Brand Personality: An Application to Spanish Tourism. International Journal of Tourism Research. 2014; 18 (3):210-219.

Chicago/Turabian Style

Alejandro Gómez Aguilar; M. Jesus Yagüe Guillen; Nieves Villaseñor Roman. 2014. "Destination Brand Personality: An Application to Spanish Tourism." International Journal of Tourism Research 18, no. 3: 210-219.

Original articles
Published: 17 July 2013 in Journal of Travel & Tourism Marketing
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This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to create a distinguishing and attractive BP that will help them connect with their consumers.

ACS Style

Amparo Cervera-Taulet; Ma. Walesska Schlesinger; María Jesús Yagüe-Guillen; Amparo Cervera. Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain. Journal of Travel & Tourism Marketing 2013, 30, 445 -454.

AMA Style

Amparo Cervera-Taulet, Ma. Walesska Schlesinger, María Jesús Yagüe-Guillen, Amparo Cervera. Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain. Journal of Travel & Tourism Marketing. 2013; 30 (5):445-454.

Chicago/Turabian Style

Amparo Cervera-Taulet; Ma. Walesska Schlesinger; María Jesús Yagüe-Guillen; Amparo Cervera. 2013. "Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain." Journal of Travel & Tourism Marketing 30, no. 5: 445-454.

Research article
Published: 01 September 2008 in Tourism Economics
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This study analyses the influence of price on the formation of tourists' satisfaction with the purchase of a package tour. The academic literature affirms that the relationship between the two variables is negative. However, when the authors attempt to estimate by using linear models, the relationship turns out to be nonsignificant. This is due to the two-sign effect that price exercises on satisfaction: one positive (as an indicator of product quality) and the other negative (as an indicator of sacrifice).

ACS Style

Sara Campo; María J. Yagüe. Research Note: Effects of Price on Tourist Satisfaction. Tourism Economics 2008, 14, 657 -661.

AMA Style

Sara Campo, María J. Yagüe. Research Note: Effects of Price on Tourist Satisfaction. Tourism Economics. 2008; 14 (3):657-661.

Chicago/Turabian Style

Sara Campo; María J. Yagüe. 2008. "Research Note: Effects of Price on Tourist Satisfaction." Tourism Economics 14, no. 3: 657-661.

Journal article
Published: 28 April 2008 in Journal of Marketing Management
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There is strong theoretical and empirical evidence supporting the idea that consumers seek functional features in products. These features are determined by the situations in which the consumer foresees the use of the products. Despite their influence, these situations have received little attention among marketing academics. Thus, we propose a choice model that takes into account these factors. In this model, two stages of consumer choice are affected by usage situations. First, the alternatives included within the consideration set are determined by foreseen usage contexts. Second, the evaluation of alternatives is performed using an ideal-value scheme, which depends directly on the intended consumption situations. This model is validated with survey data and scanner panel data. The results suggest the need to provide practitioners with new guidance on how to manage product functionality in strategic and tactic decisions, especially regarding product design and communication areas.

ACS Style

Jaime Romero De La Fuente; María Jesús Yagüe Guillén. Re-incorporating usage situation in choice models: a base for future developments. Journal of Marketing Management 2008, 24, 245 -263.

AMA Style

Jaime Romero De La Fuente, María Jesús Yagüe Guillén. Re-incorporating usage situation in choice models: a base for future developments. Journal of Marketing Management. 2008; 24 (3-4):245-263.

Chicago/Turabian Style

Jaime Romero De La Fuente; María Jesús Yagüe Guillén. 2008. "Re-incorporating usage situation in choice models: a base for future developments." Journal of Marketing Management 24, no. 3-4: 245-263.

Journal article
Published: 01 January 2007 in PASOS. Revista de Turismo y Patrimonio Cultural
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ACS Style

Sara Campo Martínez; M. Jesus Yagüe Guillen. Efectos de las promociones en precios sobre la satisfacción del turista: examen de la relación entre el precio y la satisfacción. PASOS. Revista de Turismo y Patrimonio Cultural 2007, 5, 139 -148.

AMA Style

Sara Campo Martínez, M. Jesus Yagüe Guillen. Efectos de las promociones en precios sobre la satisfacción del turista: examen de la relación entre el precio y la satisfacción. PASOS. Revista de Turismo y Patrimonio Cultural. 2007; 5 (2):139-148.

Chicago/Turabian Style

Sara Campo Martínez; M. Jesus Yagüe Guillen. 2007. "Efectos de las promociones en precios sobre la satisfacción del turista: examen de la relación entre el precio y la satisfacción." PASOS. Revista de Turismo y Patrimonio Cultural 5, no. 2: 139-148.

Journal article
Published: 27 July 2006 in Journal of Hospitality & Leisure Marketing
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This work sets forth two main objectives: First, to analyze the effect that promotions have on tourist loyalty to tour operators, and second, to analyze this effect according to the purchasing pattern of tourists. Therefore, an empirical study is performed, and the promotional effect is analyzed by applying structural equation models. The results indicate that the effect by promotions on tourist loyalty differs according to the purchasing pattern of the consumer. Price promotions do not erode the loyalty of first-time consumers, while for consumers who have already acquired trips with the same tour operator, it is more appropriate to design specific loyalty policies.

ACS Style

Sara Campo Martínez; M. Jesus Yagüe Guillen. Can Price Promotions Improve Tourist Loyalty to Tour Operators? Journal of Hospitality & Leisure Marketing 2006, 14, 33 -46.

AMA Style

Sara Campo Martínez, M. Jesus Yagüe Guillen. Can Price Promotions Improve Tourist Loyalty to Tour Operators? Journal of Hospitality & Leisure Marketing. 2006; 14 (4):33-46.

Chicago/Turabian Style

Sara Campo Martínez; M. Jesus Yagüe Guillen. 2006. "Can Price Promotions Improve Tourist Loyalty to Tour Operators?" Journal of Hospitality & Leisure Marketing 14, no. 4: 33-46.

Journal article
Published: 01 June 2006 in Journal of Marketing Channels
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ACS Style

Ignacio Cruz Roche; Javier Oubiña Barbolla; M. Jesus Yagüe Guillen. Price Differences in Consumer Goods in Retail Markets. Journal of Marketing Channels 2006, 13, 49 -67.

AMA Style

Ignacio Cruz Roche, Javier Oubiña Barbolla, M. Jesus Yagüe Guillen. Price Differences in Consumer Goods in Retail Markets. Journal of Marketing Channels. 2006; 13 (4):49-67.

Chicago/Turabian Style

Ignacio Cruz Roche; Javier Oubiña Barbolla; M. Jesus Yagüe Guillen. 2006. "Price Differences in Consumer Goods in Retail Markets." Journal of Marketing Channels 13, no. 4: 49-67.

Research article
Published: 01 November 2005 in International Journal of Market Research
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ACS Style

Jaime Romero De La Fuente; M. Jesus Yagüe Guillen. Identifying the Influence of Product Design and Usage Situation on Consumer Choice. International Journal of Market Research 2005, 47, 667 -686.

AMA Style

Jaime Romero De La Fuente, M. Jesus Yagüe Guillen. Identifying the Influence of Product Design and Usage Situation on Consumer Choice. International Journal of Market Research. 2005; 47 (6):667-686.

Chicago/Turabian Style

Jaime Romero De La Fuente; M. Jesus Yagüe Guillen. 2005. "Identifying the Influence of Product Design and Usage Situation on Consumer Choice." International Journal of Market Research 47, no. 6: 667-686.

Journal article
Published: 01 October 2004 in International Journal of Contemporary Hospitality Management
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The intensely competitive environment existing in the restaurant sector makes it vital that firms achieve customer satisfaction in order to survive in the long term. Obtaining customer satisfaction means that customers repeat the experienced service and that they become an effective and efficient communication resource, at no cost to the firm. Prominent among the antecedents that determine the level of customer satisfaction are perceived quality and total perceived price. The research carried out shows that perceived quality has a direct and positive impact on the level of customer satisfaction, while, contrary to what was expected, total perceived price does not influence that satisfaction.

ACS Style

Marta Pedraja Iglesias; M. Jesus Yagüe Guillen. Perceived quality and price: their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management 2004, 16, 373 -379.

AMA Style

Marta Pedraja Iglesias, M. Jesus Yagüe Guillen. Perceived quality and price: their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management. 2004; 16 (6):373-379.

Chicago/Turabian Style

Marta Pedraja Iglesias; M. Jesus Yagüe Guillen. 2004. "Perceived quality and price: their impact on the satisfaction of restaurant customers." International Journal of Contemporary Hospitality Management 16, no. 6: 373-379.