Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital...

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...

Es innegable la importancia que el trabajo en equipo tiene como capacidad transversal en los nuevos planes de estudio universitarios. Por ello, es importante conocer qué es el aprendizaje cooperativo y su eficiencia sobre los equipos de estudiantes que lo utilizan. El objetivo de este artículo...

Considering the increase of the store brand’s market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’...

The main aim of this research was to examine the effect of intrinsic attributes on impulsive buying behaviour among young consumers. Both exploratory and descriptive designs were employed to study the problem in holistic manner. Based on certain parameters, a sample size of 638 was chosen...

This study examines the effect of internal marketing (IM) on salespeople's in-role and out-of-role behaviours and how these behaviours affect customer satisfaction and sales performance. It also tests the mediating role of job satisfaction as an emotional response and adopts survey design. Data...

Se ha desarrollado una escala para medir la fidelidad de los consumidores hacia las tiendas. Se analizó su validez de contenido mediante 2 muestras de jueces expertos y consumidores. La escala depurada se aplicó a una muestra de 221 consumidores. El análisis factorial exploratorio muestra que...

This study aims to analyze how privacy concerns about the Internet have an impact on the consumer’s intention to make online purchases. A research model was developed establishing that this impact takes place via the connection of privacy concerns with the theories of trust and risk, the...

This article deals with the study of Corporate Responsibility (CR) under the European Customer Satisfaction Index (ECSI). The methodology of this empirical study, conducted among 629 customers staying at hotels in the city of Seville, is based on structural equation modeling (PLS). The results...

Academic entrepreneurship is the process by which an individual or group of individuals linked through their work to a university or research centre use knowledge created in their research to set up business ventures or spin-offs. With the Theory of Planned Behaviour as basis, the influence of...