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Intensidad exportadora e interacción entre fortalezas del marketing mix: Un análisis basado en redes neuronales artificiales
Gutiérrez-Villar, Belén; Montero-Simó, María José; … - In: Revista de Métodos Cuantitativos para la Economía y … 18 (2014), pp. 88-111
Among the determining factors in export activity, many studies have high- lighted the relevance of the marketing mix. Generally, the majority of them use a variables analysis to focus on specific strategies, in particular, standardized-adaptations. This paper analyzes if there is an interactive...
Persistent link: https://www.econbiz.de/10011307214
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Las series audiovisuales como herramienta promocional de un destino turístico: El caso de España
Vila, Noelia Araújo; Brea, José Antonio Fráiz - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 8-15
This article collects and analyzes the results of a research project1 that deals with possible synergies between the tourism sector and the audiovisual sector in Spain. Through the qualitative technique of in-depth interview, experts and representatives of those sectors were interviewed. The...
Persistent link: https://www.econbiz.de/10011984966
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La adopción del e-Gobierno en entornos voluntarios
Medina Molina, Cayetano; Rufin Moreno, Ramón; Rey … - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 42-52
e-Government development requires a good knowledge of both users' expectations and all the factors that may strength users' adoption of the technology. Chan et al. (2010) proposed several variables that could act as antecedents of the Unified Theory of Acceptance and Use of Technology (UTAUT)...
Persistent link: https://www.econbiz.de/10011984972
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Comunicación comercial y boca-oído electrónico en sitios web corporativos: Un análisis desde la perspectiva del marketing de relaciones
Belanche Gracia, Daniel; Casaló Ariño, Luis V.; … - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 31-41
online tools to allow consumer interaction in them. Thus, when visiting these commercial web sites, consumers may consider … not only e-retailer information (marketing communication) but also purchase and use experiences shared by other consumers …
Persistent link: https://www.econbiz.de/10011984974
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Calidad percibida y satisfacción de los espectadores de fútbol
Navarro-García, Antonio; Reyes-García, María Eugenia; … - In: Investigaciones Europeas de Dirección y Economía de … 20 (2014) 2, pp. 87-94
The main objective of this study is to determine the influence of service quality on satisfaction of football spectators, looking scarcely investigated in the literature. The results, from a sample of 700 spectators at a football club of the Spanish First Division, reveal three main conclusions:...
Persistent link: https://www.econbiz.de/10011984995
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Interrelaciones de los atributos del producto y las preferencias intransitivas
Veres, Zoltán; Platz, Petra; Tarján, Tamás - In: Investigaciones Europeas de Dirección y Economía de … 20 (2014) 2, pp. 102-108
paper presents a mathematically supported experimental study of consumers' intransitive preferences concerning product …Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivities. Current … realizations of each product group. Since conjoint analysis is based on the measurement and testing of consumer preferences …
Persistent link: https://www.econbiz.de/10011985004
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Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero
Ruizalba Robledo, José Luis; Vallespín Arán, María; … - In: Investigaciones Europeas de Dirección y Economía de … 21 (2015) 2, pp. 84-92
Internal marketing orientation (IMO) can be used as a tool for managing employees' knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper...
Persistent link: https://www.econbiz.de/10011985006
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Determinantes de la intención de uso de Facebook en el proceso de decisión de compra
Miranda González, Francisco Javier; Rubio Lacoba, Sergio; … - In: Investigaciones Europeas de Dirección y Economía de … 21 (2015) 1, pp. 26-34
determining the attitude of the individual towards Facebook as a tool for finding information about the product. …
Persistent link: https://www.econbiz.de/10011985010
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Desarrollo y validación inicial de una escala para evaluar la fidelidad de los consumidores hacia las tiendas
García García, Carmen; Fabero Fernández de Marcos, Marina - In: European Research on Management and Business Economics … 22 (2016) 2, pp. 94-100
expert judges and consumers. The refined scale was applied to a sample of 221 consumers. The factorial analysis showed that …
Persistent link: https://www.econbiz.de/10012115905
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El papel de la reputación, el boca-oreja, la confianza y la incertidumbre en la contratación de un banco
de Obesso Grijalvoa, Ana María; Gutiérreza, Sonia San … - In: Investigaciones Europeas de Dirección y Economía de … 18 (2012) 3, pp. 190-199
What factors influence consumers to choose a bank with which to contract a service in a situation of information … asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a … possible firm opportunistic behaviour. To reduce it, consumers can use, on one hand, signals that the bank sends to the market …
Persistent link: https://www.econbiz.de/10011954041