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Ma Belén Prados-Peña
Department of Marketing and Market Research, Faculty of Economic and Business Sciences, University of Granada, Granada, Spain

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Earlycite article
Published: 23 July 2021 in Journal of Fashion Marketing and Management: An International Journal
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Purpose The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE). Design/methodology/approach In this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM). Findings Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty. Research limitations/implications The research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper. Practical implications Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women. Originality/value The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).

ACS Style

Aida Molina-Prados; Francisco Muñoz-Leiva; M. Belén Prados-Peña. The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce. Journal of Fashion Marketing and Management: An International Journal 2021, ahead-of-p, 1 .

AMA Style

Aida Molina-Prados, Francisco Muñoz-Leiva, M. Belén Prados-Peña. The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce. Journal of Fashion Marketing and Management: An International Journal. 2021; ahead-of-p (ahead-of-p):1.

Chicago/Turabian Style

Aida Molina-Prados; Francisco Muñoz-Leiva; M. Belén Prados-Peña. 2021. "The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce." Journal of Fashion Marketing and Management: An International Journal ahead-of-p, no. ahead-of-p: 1.

Journal article
Published: 24 June 2021 in European Research on Management and Business Economics
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This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.

ACS Style

M. Belén Prados-Peña; Salvador Del Barrio-García. Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European Research on Management and Business Economics 2021, 27, 100153 .

AMA Style

M. Belén Prados-Peña, Salvador Del Barrio-García. Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European Research on Management and Business Economics. 2021; 27 (3):100153.

Chicago/Turabian Style

M. Belén Prados-Peña; Salvador Del Barrio-García. 2021. "Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience." European Research on Management and Business Economics 27, no. 3: 100153.

Journal article
Published: 25 February 2021 in Cuadernos de Gestión
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Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage.

ACS Style

M.ª Belén Prados Peña. Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife. Cuadernos de Gestión 2021, 2021-02-25, 1 .

AMA Style

M.ª Belén Prados Peña. Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife. Cuadernos de Gestión. 2021; 2021-02-25 (OLF):1.

Chicago/Turabian Style

M.ª Belén Prados Peña. 2021. "Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife." Cuadernos de Gestión 2021-02-25, no. OLF: 1.

Journal article
Published: 15 October 2020 in Tourism Management Perspectives
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ACS Style

Ma. Belén Prados-Peña; Salvador Del Barrio-García. How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis. Tourism Management Perspectives 2020, 36, 1 .

AMA Style

Ma. Belén Prados-Peña, Salvador Del Barrio-García. How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis. Tourism Management Perspectives. 2020; 36 ():1.

Chicago/Turabian Style

Ma. Belén Prados-Peña; Salvador Del Barrio-García. 2020. "How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis." Tourism Management Perspectives 36, no. : 1.

Journal article
Published: 27 June 2019 in Sustainability
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One of the main risks to the preservation of Spanish defensive heritage is anthropic in origin and is associated with local society’s lack of cultural identification with these cultural assets. Consequently, there is a dearth of conservation strategies. In this paper, the current situation is examined, then a management model is proposed, with the Torre de Romilla in the Granada province (Spain) as its focus. The model is constructed on the basis of research regarding the antecedents to loyalty towards this heritage landmark, in order to enhance its value. To accomplish this, survey data from 200 randomly selected subjects was collected and analysed. The results indicate that the antecedent factors which determine loyalty are place attachment and its perceived image, which lead to an increased probability that the site will be visited and recommended. The direct consequence of this is that contributions to the economy from tourism would allow for the sustainable conservation of these assets.

ACS Style

M. Belén Prados-Peña; M. Lourdes Gutiérrez-Carrillo; Salvador Del Barrio-García. The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation. Sustainability 2019, 11, 3516 .

AMA Style

M. Belén Prados-Peña, M. Lourdes Gutiérrez-Carrillo, Salvador Del Barrio-García. The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation. Sustainability. 2019; 11 (13):3516.

Chicago/Turabian Style

M. Belén Prados-Peña; M. Lourdes Gutiérrez-Carrillo; Salvador Del Barrio-García. 2019. "The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation." Sustainability 11, no. 13: 3516.

Journal article
Published: 16 May 2019 in Journal of Destination Marketing & Management
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Brand extension is a strategy widely used among firms with high brand equity to launch new products into the market. This strategy has been the subject of considerable scholarly interest over the last few years. However, there are very few published works that have focused on analyzing brand extensions in the heritage context or, more specifically, in relation to the UNESCO World Heritage brand. The present study examines the extent to which the authenticity of a brand extension pertaining to a heritage destination parent brand affects the formation of brand equity for the extension. It takes into account the moderating roles of brand extension credibility and tourists’ experience and product knowledge. To fulfill the research objectives, an experimental design is applied to a sample of 217 tourists visiting the Monumental Complex of the Alhambra and Generalife in Granada, Spain, and the degree of authenticity of the brand extension is manipulated between subjects. The findings show that brand extension authenticity exerts a direct effect on brand extension equity, and an indirect effect, via brand extension credibility: these effects being activated only beyond certain levels of tourist experience of the heritage site and product knowledge.

ACS Style

Salvador del Barrio-García; Ma Belén Prados-Peña. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management 2019, 13, 10 -23.

AMA Style

Salvador del Barrio-García, Ma Belén Prados-Peña. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management. 2019; 13 ():10-23.

Chicago/Turabian Style

Salvador del Barrio-García; Ma Belén Prados-Peña. 2019. "Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension." Journal of Destination Marketing & Management 13, no. : 10-23.

Journal article
Published: 01 May 2018 in Journal of Cultural Heritage
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ACS Style

Maria Belén Prados-Peña; Salvador Del Barrio-García. The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife. Journal of Cultural Heritage 2018, 31, 170 -179.

AMA Style

Maria Belén Prados-Peña, Salvador Del Barrio-García. The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife. Journal of Cultural Heritage. 2018; 31 ():170-179.

Chicago/Turabian Style

Maria Belén Prados-Peña; Salvador Del Barrio-García. 2018. "The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife." Journal of Cultural Heritage 31, no. : 170-179.