In this study, the factors that determine the intentions of individuals to donate to nonprofit organizations (NPOs) were analyzed. Based on an extensive review of the academic literature, research hypotheses were proposed about the influences of altruism, self-esteem, trust, donation past behavior, attitudes and brand identification. Data were collected by means of an online survey. The sample was composed of 300 respondents. The empirical investigation consisted of specifying and estimating a model using PLS-SEM. The results showed that altruism and self-esteem did not have statistically significant effects on the intention to donate. The findings suggested that donations to NPOs were more strongly influenced by trust, past donation behavior, attitudes, and brand identification. The paper discusses implications of these results for theory and managerial practices related to philanthropy.

Introducción: Se analiza la promoción de los eventos como una oportunidad para generar experiencias significativas entre los clientes y las marcas. La promoción adecuada de los eventos turísticos se ha convertido en un reto urgente para atraer a los turistas al destino y enfocar la estrategia de comunicación desde la experiencia. Metodología: Se procede a revisar las estrategias de comunicación experiencial a partir del análisis de contenido de la descripción de cada uno de los eventos realizados en España en el año 2021 y promocionados en la Web oficial de Turismo de España (Spain.info). Resultados: Las principales consecuencias determinan que la comunicación experiencial es pobre y las estrategias creativas centradas en la experiencia están poco desarrolladas, a pesar de que los turistas puedan vivir experiencias óptimas en eventos diseñados y organizados para ello, las descripciones no se plantean como invitaciones a vivir experiencias atractivas. Discusión: Visto lo anterior, se han podido identificar factores asociados a los eventos descritos como experiencias más ricas cuando la experiencia se orienta a la dimensión educativa y escapista, o cuando se dirige al segmento deportivo. Se han identificado las Comunidades Autónomas con comunicaciones experienciales más optimizadas y se ha profundizado en los valores centrales que se incluyen con mayor frecuencia en las descripciones de experiencias más ricas. Conclusiones: Al final encontramos que los promotores de los destinos deberían considerar la Agenda Spain.info como una herramienta potente para describir experiencias que atraigan a los turistas hacia los eventos de un destino aportando valor a la marca.

The aim of this study is to explore the existence of different segments of future university students on the basis of their university selection criteria and to analyse the extent to which the segments identified differ as regards the students’ perceptions of the reliability of university communication tools. This has been done using 605 usable questionnaires, while the segmentation method employed was a latent class cluster analysis. Future students were divided into five clusters based on their university selection criteria: (1) high academic performance; (2) high academic performance but economy and word of mouth (WOM); (3) unconcerned; (4) independence from parents; and (5) overinformed. The differences in the perceptions of the reliability of universities’ communication tools among the clusters identified were studied using the bias-adjusted three-step approach. Students in the cluster labelled ‘high academic performance but economy and WOM’ tended to rate the university’s communication tools as more reliable, while those included in the cluster labelled ‘independence from parents’ found them to be less reliable. This paper contributes to the marketing theory for higher education by modelling the heterogeneity in the students’ choices. This makes it possible to cover one of the main gaps in the literature on higher education.

The literature on pork quality perception is fragmented, particularly regarding the role of sensory and intrinsic attributes and consumer familiarity. This study addresses this gap by examining the importance of sensory attributes (juiciness, flavor, aroma, and tenderness) and an intrinsic attribute (pig breed—related to differences in color and fat content) in the overall quality assessment of pork loin. Additionally, it investigates how consumer familiarity with the pork loin category influences perceived quality. An experimental study was conducted with 130 Spanish consumers. The proposed hypotheses were tested using analysis of covariance (ANCOVA) models and a latent class cluster analysis to explore both the impact of specific attributes on perceived quality and the segmentation of consumers based on familiarity. The findings indicate that flavor, tenderness, and juiciness are the key sensory attributes influencing the overall quality perception of pork loin. In contrast, Duroc pork loin is perceived as being of lower quality. The cluster analysis identified three distinct consumer segments based on their level of familiarity with the product. This study contributes new empirical evidence to the understanding of the perceived quality of pork loin, highlighting the significant role of specific sensory attributes and consumer familiarity. These insights can inform product development and marketing strategies tailored to different consumer profiles.