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Prof. Dr. Mónica Gómez-Suárez
Finance and Marketing Department, Universidad Autónoma de Madrid, 28049 Cantoblanco, Madrid, Spain

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0 Consumer Behavior
0 Marketing
0 Sustainability
0 Tourism

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Consumer Behavior
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Short Biography

Associate Professor of Marketing at Universidad Autónoma de Madrid, Spain. She is the coordinator of the TECHNOCONS UAM research group (Consumer Behavior and Technology). She has published more than 150 articles, books and conference papers, mostly in retailing, and consumer behavior areas. Her articles have appeared in prestigious publications such as the Journal of Product and Brand Management, Journal of Retailing and Consumer Services, International European Journal of Management, Journal of Business and Economics Management, European Journal of Marketing, among others. Her current research interest are impact of virtual emerging technologies, smart shopping & retailing and sustainable consumer decision-making process.

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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.

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.

Editorial
Published: 11 January 2021 in Frontiers in Psychology
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Editorial on the Research Topic Toward Consumer 4.0 Insights and Opportunities under the Marketing 4.0 Scenario This Research Topic aims to shed light on the current academic and practical perspectives within the so-called “Consumer 4.0” paradigm. The related perspective on Marketing 4.0 represents new opportunities and concerns for Social Science. Thus, there is a need to find a balance between theoretical frameworks, opinions, and empirical applications, and thereby stimulate dialogues among researchers and professionals. In short, this collection of papers encapsulates the literature on how technological evolution is impacting different actors (companies, consumers, patients, and tourists, etc.) and interacting in various sectors. We also propose research lines based on the combination of two key factors: the advancement of technologies and the impact of the SARS-COV-2 pandemic. This collection builds upon a previous Research Topic, “From consumer experience to affective loyalty: challenges and prospects in the psychology of consumer behavior 3.0,” which influenced subsequent research on the opportunities and challenges inherent to Marketing 4.0. The primary objective of the current Research Topic is to analyze how virtual transformation affects the behavior of very different organizations, industries, and consumers. This Research Topic collection includes 15 research articles spanning diverse publication formats, including 8 Original Research Articles, 4 Opinion Reviews, and 3 Mini-reviews. Although different, the papers have common threads, examining the impact of Information and Communication Technology (ICT) on market demand and business strategy. They are also connected either through the functional scope within the organization or the focal sector in which they are applied. Blazquez-Resino et al. highlight how for companies to be competitive, it is important to establish synergy between Industry 4.0 and Marketing 4.0. Muñoz et al. discuss how investments in technology influence the orientation toward entrepreneurship in SMEs, showing how digital transformation has allowed direct and rapid access to information about consumers in an atomized market, in this case, wine. In an examination of the financial field, Callejas-Albiñana et al. conducted a panel data study among a selected sample of countries to determine the influence of different exogenous factors, aiming to explain stagnation in recent years and outline proposals for new government intervention strategies. In Marketing 4.0, which reflects the impact of the technological revolution on the marketing arena (Jiménez-Zarco et al., 2019), companies face high volumes of information (Big Data) (Lies, 2019) that can be analyzed through data mining techniques (Data Mining) (Sener et al., 2019). Studies on “Big Data” illustrate the importance of capturing and analyzing huge amounts of information and Rubio et al. underscore the importance of virtual communities on the co-creation process. Díaz-Martín et al. analyzed the concept of health e-mavens, showing the importance of conducting investigations with data mining and user-generated content. Through an in-depth review of financial literature, Díaz and Esparcia analyzed investors' risk aversion in terms of different environments, financial products, and temporality, etc. The authors utilized Big Data on financial products to uncover new research lines for risk reduction. Virtual developments also allow scholars to better measure the impact of business strategies on an individual's behavior, namely by monitoring activities in cyberspace, which include search engine queries, social network relationships, and website purchases. In this regard, Wang et al. used behavioral and ERP (event-related potentials) measures to explore the priming effects of monetary and social rewards on e-commerce consumer decisions in China. In their analysis of individual behavior in relation to specific advertising strategies, García-Madariaga et al. reveal the importance of using neurophysiological measures to analyze the appropriate use of visual metaphors, as well as how to maximize impact and ensure that advertising is effective. The extensive use and adoption of technology has not only impacted organizations, it has given rise to a new type of consumer: Consumer 4.0. In an omni-channel context, combining digital and physical media, this type of customer maintains positive and lasting relationships with multiple firms and other actors. However, the characteristics of digital media are particularly impactful on these individual's brand decisions as they complete their brand journey. In this vein, Martinez-Ruiz and Moser analyzed the evolution of the worldwide web and its impact on consumer behavior. As the online environment has evolved, scholars have emphasized the importance of the psychological aspects of consumer behaviour—namely, individual preferences, emotions, and sensory experiences. For instance, Bettiga and Lamberti shed light on the still vague concepts of anticipated and anticipatory happiness. Their results demonstrate the importance of designing visual product communication in a way that elicits positive feelings of anticipated and anticipatory emotions in the viewer. Building upon gratifications theory, Rodriguez-Ardura and Messeguer-Artola developed an integrative and context-specific model that links engagement with enjoyment, self-presentation, and community belonging, which were all identified as motivational factors among Facebook users. Meanwhile, Reinares-Lara et al. measured the experience of people through two dimensions of satisfaction: cognitive (the most studied so far in academic research) and affective (the least analyzed), derived from the analysis of neurophysiological data. According to the previously mentioned category, the tourism industry provides useful case studies for...

ACS Style

María Pilar Martínez-Ruiz; Mónica Gómez-Suárez; Ana Isabel Jiménez-Zarco; Alicia Izquierdo-Yusta. Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario. Frontiers in Psychology 2021, 11, 611114 .

AMA Style

María Pilar Martínez-Ruiz, Mónica Gómez-Suárez, Ana Isabel Jiménez-Zarco, Alicia Izquierdo-Yusta. Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario. Frontiers in Psychology. 2021; 11 ():611114.

Chicago/Turabian Style

María Pilar Martínez-Ruiz; Mónica Gómez-Suárez; Ana Isabel Jiménez-Zarco; Alicia Izquierdo-Yusta. 2021. "Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario." Frontiers in Psychology 11, no. : 611114.

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.

Earlycite article
Published: 27 March 2020 in Spanish Journal of Marketing - ESIC
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Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design/methodology/approach Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM). Findings The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment. Practical implications By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations. Originality/value This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

ACS Style

Mónica Gómez-Suárez; Mónica Veloso. Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC 2020, 24, 231 -246.

AMA Style

Mónica Gómez-Suárez, Mónica Veloso. Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC. 2020; 24 (2):231-246.

Chicago/Turabian Style

Mónica Gómez-Suárez; Mónica Veloso. 2020. "Brand experience and brand attachment as drivers of WOM in hospitality." Spanish Journal of Marketing - ESIC 24, no. 2: 231-246.

Chapter
Published: 01 January 2020 in Advances in Marketing, Customer Relationship Management, and E-Services
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This chapter states the importance of sensory and experiential strategies for the retail companies, their degree of implementation, and their effect on retail companies' performance. An interdisciplinary review of related studies links sensorial or experiential stimuli with consumer behavior. An empirical analysis answers the following: What degree of knowledge do retail managers have about experiential marketing? What actions and tools are used more frequently? Are their effects measured? What impact do they have on business performance? Survey data collected from 171 managers of Spanish shopping centers show the degree of knowledge of the concepts of sensory and experiential marketing is high, but there are differences in the actions implemented by type of company. Decision makers greatly consider investment in experiential marketing is profitable and effective.

ACS Style

Mónica Gómez-Suárez; María Jesús Yagüe; Anne Schmitz; Cristina García-Gumiel. Sensorial and Experiential Marketing in Shopping Centers. Advances in Marketing, Customer Relationship Management, and E-Services 2020, 162 -182.

AMA Style

Mónica Gómez-Suárez, María Jesús Yagüe, Anne Schmitz, Cristina García-Gumiel. Sensorial and Experiential Marketing in Shopping Centers. Advances in Marketing, Customer Relationship Management, and E-Services. 2020; ():162-182.

Chicago/Turabian Style

Mónica Gómez-Suárez; María Jesús Yagüe; Anne Schmitz; Cristina García-Gumiel. 2020. "Sensorial and Experiential Marketing in Shopping Centers." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 162-182.

Systematic review
Published: 03 December 2019 in Frontiers in Psychology
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Rationale: Nowadays ethical consumerism is part of the agenda of consumers, businesses, and governments for its promise of a brighter future through the consumption of goods with added social or environmental value. Consumption of fair trade goods has been enjoying huge growth in the last few years as people are becoming more conscious of their consumption practices. Objective: In this piece of research we identify existing literature on the words-deeds gap for the purchase of fairly traded products. Moreover, we present and analyze the moderators to the ethical purchasing gap. Method: A collection of research articles was compiled using a key-word search in 3 databases: Scopus, Springerlink, and Sciencedirect. The research was carried out using various groups of keywords and completed using the following three criteria: articles published in English, between 2010 and 2018, in refereed journals. Further to the systematic literature review, all pertinent articles were imported into Atlas.ti for further thematic analysis. Results: Two thousand and seventy eight articles were identified from which 32 met the inclusion criteria. The content analysis resulted in the following themes: Values, Theory of Planned Behavior and Theory of Reasoned Action, Willingness-to-pay, Labels and Certification, Religion, Guilt, Dual Attitudes, Demographics. Conclusion: Despite “moral” products tasting better and self-claims to this direction, there is still a gap between claimed and actual consumption. Research has mostly concentrated on different perspectives, such as willingness to pay, items from the theory of planned behavior or theory of reasoned action. Given the recent developments in the theory of dual attitudes and further to our research this area is currently underrepresented in FT research and could provide useful insights that may increase consumption of FT products.

ACS Style

Elena Kossmann; Mónica Gómez-Suárez. Words-Deeds Gap for the Purchase of Fairtrade Products: A Systematic Literature Review. Frontiers in Psychology 2019, 10, 1 .

AMA Style

Elena Kossmann, Mónica Gómez-Suárez. Words-Deeds Gap for the Purchase of Fairtrade Products: A Systematic Literature Review. Frontiers in Psychology. 2019; 10 ():1.

Chicago/Turabian Style

Elena Kossmann; Mónica Gómez-Suárez. 2019. "Words-Deeds Gap for the Purchase of Fairtrade Products: A Systematic Literature Review." Frontiers in Psychology 10, no. : 1.

Conference paper
Published: 01 May 2019 in Sustainable Transport Development, Innovation and Technology
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The purpose of this article is to provide a robust and consistent measurement of experiential marketing orientation management. Drawing on existing studies on market orientation, customer experience management and experiential marketing, our work extends the literature by validating a pioneer scale that measures experiential marketing orientation in a holistic manner. Survey data were collected from 171 managers of Spanish shopping centres and retailers. Structural equation modelling confirms the influence of this scale on performance. Our model helps to improve retailers’ competitive advantage and its ability to achieve results that meet or exceed its goals.

ACS Style

Mónica Gómez-Suárez; María Jesús Yagüe; Cristina García-Gumiel. Measuring the Experiential Marketing Orientation Management of Shopping Centres. Sustainable Transport Development, Innovation and Technology 2019, 35 -42.

AMA Style

Mónica Gómez-Suárez, María Jesús Yagüe, Cristina García-Gumiel. Measuring the Experiential Marketing Orientation Management of Shopping Centres. Sustainable Transport Development, Innovation and Technology. 2019; ():35-42.

Chicago/Turabian Style

Mónica Gómez-Suárez; María Jesús Yagüe; Cristina García-Gumiel. 2019. "Measuring the Experiential Marketing Orientation Management of Shopping Centres." Sustainable Transport Development, Innovation and Technology , no. : 35-42.

Journal article
Published: 20 January 2019 in Administrative Sciences
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This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer–brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

ACS Style

Mónica Gómez-Suárez. Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences 2019, 9, 10 .

AMA Style

Mónica Gómez-Suárez. Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences. 2019; 9 (1):10.

Chicago/Turabian Style

Mónica Gómez-Suárez. 2019. "Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement." Administrative Sciences 9, no. 1: 10.

Chapter
Published: 01 January 2019 in Advances in Marketing, Customer Relationship Management, and E-Services
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The purpose of this chapter is to critically review current studies on “smart shopping” with the aim of improving the understanding of this phenomenon and suggesting future lines of research. The authors present a pioneering classification of international research on smart shopping published in the last 30 years that provides a comprehensive overview of existing knowledge. They categorize smart shoppers' traits and develop a thorough analysis of existing measurement scales, data collection methods, product categories and countries that have been objects of prior studies. Their findings highlight the need to develop cross-cultural models that consider the affective and behavioral dimensions of smart shoppers from different countries to help academics and practitioners better identify and target this customer segment.

ACS Style

Myriam Quinones; Mónica Gómez-Suárez; Maria Jesús Yagüe. Conceptualization and Measurement of Smart Shopping. Advances in Marketing, Customer Relationship Management, and E-Services 2019, 211 -225.

AMA Style

Myriam Quinones, Mónica Gómez-Suárez, Maria Jesús Yagüe. Conceptualization and Measurement of Smart Shopping. Advances in Marketing, Customer Relationship Management, and E-Services. 2019; ():211-225.

Chicago/Turabian Style

Myriam Quinones; Mónica Gómez-Suárez; Maria Jesús Yagüe. 2019. "Conceptualization and Measurement of Smart Shopping." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 211-225.

Journal article
Published: 01 January 2019 in European J. of International Management
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ACS Style

María Jesús Yagüe; Myriam Quinones; Mónica Gómez Suárez. How individual value structures shape smart shopping experience and brand choices: an international perspective. European J. of International Management 2019, 1, 1 .

AMA Style

María Jesús Yagüe, Myriam Quinones, Mónica Gómez Suárez. How individual value structures shape smart shopping experience and brand choices: an international perspective. European J. of International Management. 2019; 1 (1):1.

Chicago/Turabian Style

María Jesús Yagüe; Myriam Quinones; Mónica Gómez Suárez. 2019. "How individual value structures shape smart shopping experience and brand choices: an international perspective." European J. of International Management 1, no. 1: 1.

Original article
Published: 25 August 2018 in International Review on Public and Nonprofit Marketing
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The objective of this paper is to explore the practitioners’ questions for the marketing of ethical products. The increased interest of civil society and academia in sustainability and ethical consumption has led to ample academic research on the decision-making processes behind purchase decisions. Ethical consumption has been growing in most developed countries and has become a main item in the agenda of government and local authorities for its promise of a brighter future, not just for those in the consuming end of the supply-chain, but also for those on the production end. Further to our research, there has been no attempt to link the research needs of the business society with the research agendas of academics. This paper presents the results from semi-structured interviews with top and mid-level marketing managers working for Fairtrade. After the analysis of the interviews in ATLAS.ti, a research agenda is proposed aiming to create the basis for future academic research based on the needs of practitioners, therefore ensuring that there is increased relevance for them.

ACS Style

Elena Kossmann; Mónica Gómez-Suárez. Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners. International Review on Public and Nonprofit Marketing 2018, 15, 353 -370.

AMA Style

Elena Kossmann, Mónica Gómez-Suárez. Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners. International Review on Public and Nonprofit Marketing. 2018; 15 (3):353-370.

Chicago/Turabian Style

Elena Kossmann; Mónica Gómez-Suárez. 2018. "Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners." International Review on Public and Nonprofit Marketing 15, no. 3: 353-370.

Editorial
Published: 19 December 2017 in Frontiers in Psychology
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Editorial: From Consumer Experience to Affective Loyalty: Challenges and Prospects in the Psychology of Consumer Behavior 3.0

ACS Style

María Pilar Martínez-Ruiz; Mónica Gómez-Suárez; Ana I. Jiménez-Zarco; Alicia Izquierdo-Yusta. Editorial: From Consumer Experience to Affective Loyalty: Challenges and Prospects in the Psychology of Consumer Behavior 3.0. Frontiers in Psychology 2017, 8, 2224 .

AMA Style

María Pilar Martínez-Ruiz, Mónica Gómez-Suárez, Ana I. Jiménez-Zarco, Alicia Izquierdo-Yusta. Editorial: From Consumer Experience to Affective Loyalty: Challenges and Prospects in the Psychology of Consumer Behavior 3.0. Frontiers in Psychology. 2017; 8 ():2224.

Chicago/Turabian Style

María Pilar Martínez-Ruiz; Mónica Gómez-Suárez; Ana I. Jiménez-Zarco; Alicia Izquierdo-Yusta. 2017. "Editorial: From Consumer Experience to Affective Loyalty: Challenges and Prospects in the Psychology of Consumer Behavior 3.0." Frontiers in Psychology 8, no. : 2224.

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.

Mini review article
Published: 22 February 2017 in Frontiers in Psychology
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Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied in such relationships: brand love and customer engagement. Although both conceptions focus on different stages of consumer-brand relationships, they actually cover different perspectives on the same process. Moreover, they come from diverse conceptual paradigms: whilst brand love comes from the psychology discipline, engagement derives from diverse areas of the marketing field (e.g., the service-dominant logic perspective). However, their further empirical developments have taken place in marketing. Besides, both terms appear to be applied to different empirical perspectives: brand love is usually linked to the Fast Moving Consumer Goods industry and customer engagement to services.

ACS Style

Mónica Gómez-Suárez; María Pilar Martínez-Ruiz; Noemí Martínez-Caraballo. Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review. Frontiers in Psychology 2017, 08, 252 .

AMA Style

Mónica Gómez-Suárez, María Pilar Martínez-Ruiz, Noemí Martínez-Caraballo. Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review. Frontiers in Psychology. 2017; 08 ():252.

Chicago/Turabian Style

Mónica Gómez-Suárez; María Pilar Martínez-Ruiz; Noemí Martínez-Caraballo. 2017. "Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review." Frontiers in Psychology 08, no. : 252.

Journal article
Published: 11 July 2016 in International Journal of Retail & Distribution Management
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ACS Style

Mónica Gómez-Suárez; Myriam Quinones; Maria Jesús Yagúe. Store brand evaluative process in an international context. International Journal of Retail & Distribution Management 2016, 44, 754 -771.

AMA Style

Mónica Gómez-Suárez, Myriam Quinones, Maria Jesús Yagúe. Store brand evaluative process in an international context. International Journal of Retail & Distribution Management. 2016; 44 (7):754-771.

Chicago/Turabian Style

Mónica Gómez-Suárez; Myriam Quinones; Maria Jesús Yagúe. 2016. "Store brand evaluative process in an international context." International Journal of Retail & Distribution Management 44, no. 7: 754-771.

Book chapter
Published: 07 June 2016 in Sustainable Transport Development, Innovation and Technology
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ACS Style

Mónica Gómez-Suárez; Myriam Quiñones; María Jesús Yagüe. Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude. Sustainable Transport Development, Innovation and Technology 2016, 153 -161.

AMA Style

Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe. Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude. Sustainable Transport Development, Innovation and Technology. 2016; ():153-161.

Chicago/Turabian Style

Mónica Gómez-Suárez; Myriam Quiñones; María Jesús Yagüe. 2016. "Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude." Sustainable Transport Development, Innovation and Technology , no. : 153-161.

Chapter
Published: 01 January 2016 in Advances in Marketing, Customer Relationship Management, and E-Services
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The aim of this study was to contribute to the knowledge of Private Label (PL) brands in Chile. The question was whether there are differences in the perception between buyers and non-buyers and what factors affect the intention to purchase this type of brand. This involved an in-home survey in Temuco, Chile on the basis of multistage random sampling. Using a one-way ANOVA, it was determined that private label buyers are looking to save more on their purchases than non-buyers. They also had a better perception of the quality of these brands. Using linear regression, the main factors were obtained that determine the purchase intention: frequency of purchase and attitude towards private labels. The variable that affected attitude was mainly the perception of the quality of private labels. These results do not differ greatly from the studies conducted in Europe or the United States.

ACS Style

Mónica Gómez-Suárez; Galo Paiva; Berta Schnettler. Private Labels in Chile. Advances in Marketing, Customer Relationship Management, and E-Services 2016, 79 -102.

AMA Style

Mónica Gómez-Suárez, Galo Paiva, Berta Schnettler. Private Labels in Chile. Advances in Marketing, Customer Relationship Management, and E-Services. 2016; ():79-102.

Chicago/Turabian Style

Mónica Gómez-Suárez; Galo Paiva; Berta Schnettler. 2016. "Private Labels in Chile." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 79-102.

Chapter
Published: 01 January 2016 in Advances in Marketing, Customer Relationship Management, and E-Services
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The primary aim of this study was to identify the determinants of attitude toward Private Labels (PLs) in Spain in one of the most important industries for such brands: the Fast-Moving Consumer Goods (FMCG) industry. To this end, a conceptual model was proposed based on a review of the relevant literature in the field. To test the model, a database was compiled consisting of 626 consumers who had purchased FMCGs. These data were then analyzed using a structural equation model, which corroborated the association between the following variables: smart shopping, promotion proneness, value consciousness, and the perceived quality of PLs based on their extrinsic and intrinsic attributes. These results emphasize the need that grocery retailers pay special attention to the psychological bonds PLs are able to develop in consumer minds, aside to traditional variables related to their economic value benefits. In light of these findings, a number of implications for PL management are proposed.

ACS Style

Mónica Gómez-Suárez; María Pilar Martínez-Ruiz. Attitude toward Private Label Brands. Advances in Marketing, Customer Relationship Management, and E-Services 2016, 54 -78.

AMA Style

Mónica Gómez-Suárez, María Pilar Martínez-Ruiz. Attitude toward Private Label Brands. Advances in Marketing, Customer Relationship Management, and E-Services. 2016; ():54-78.

Chicago/Turabian Style

Mónica Gómez-Suárez; María Pilar Martínez-Ruiz. 2016. "Attitude toward Private Label Brands." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 54-78.

Chapter
Published: 01 January 2016 in Advances in Marketing, Customer Relationship Management, and E-Services
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Many national brands adopt innovation strategies based on frequent launches of new products to defend and grow market shares against private labels. However, retailers imitate the novelties of national brand new products very fast. One of the key questions to assess the effectiveness of national brands' product innovation is to get a deeper understanding of how consumers react in terms of choice when faced with a national brand new product and a me-too private label product. In particular this research explores the effects of consumer innovativeness and risk aversion on this choice in five European countries and the United States. Results show that consumers with higher innovativeness prefer national brands. However, there are significant differences among countries depending on their uncertainty avoidance and risk aversion.

ACS Style

Mónica Gómez-Suárez; Carmen Abril. Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context. Advances in Marketing, Customer Relationship Management, and E-Services 2016, 182 -208.

AMA Style

Mónica Gómez-Suárez, Carmen Abril. Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context. Advances in Marketing, Customer Relationship Management, and E-Services. 2016; ():182-208.

Chicago/Turabian Style

Mónica Gómez-Suárez; Carmen Abril. 2016. "Choice of National Brand vs. Private Label “Me-Too” New Products in a Multicultural Context." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 182-208.