The corporate marketing perspective is a new paradigm which identifies the management of the business identity, image and reputation as an essential tool for the survival and success of companies. Accordingly, the correct understanding of these three concepts is a basic pre-requisite for the...

The aim of this research was to introduce a simple, affordable, and easily applicable method to analyze the brand image of a city by using associative maps (Henderson, Iacobucci & Calder, 1998). Through the employment of both statistical and interpretative criteria, a consensus map is created,...

This research finds unambiguous evidence about the existence of the placebo effect in the evaluation of an artistic product, such as a poem. After applying different methods and under disparate test situations, results indicate that the name of the author who signs the poem significantly...

Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid...

The market segmentation has frequently been used in the traditional marketing research but still appears as a relatively new subject in the Information and Communication Technologies (ICT) and Internet environment. The present investigation seeks to analyse the e-consumer behaviour depending on...

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

The "country/region of origin" is a traditionally strategy used by food companies in order to differentiate their production from each other. In Spain, there are more than 140 EU recognised- Designations of Origin comprising several categories of food and drinks. From these, there are only six...

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the Basque Country, and analyzes to what extent the sector is taking advantage of that potential. To achieve this goal, we carry out a review of the literature related to perceived...

From an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers level of price knowledge),...