Cristina Calvo-Porral

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• Ph.D. Professor (Full) at Universidade da Coruña

Ancient cultural history and gastronomic tradition surrounds chestnuts all over Europe. During periods of poverty and hard times, entire nations survived on chestnuts, thus being considered for long time the meat of poor people. Despite chestnut continues to be linked to production and consumption patterns that are locally linked to a past of pover...

This study analyzes the influence of expected social return derived from content shared on Instagram on the process of selecting a holiday destination. A research model was tested, entailing the impact of Positive and Negative Attitudes, Subjective Norm, Perceived Control, e-Word-of-Mouth (e-WOM) and Social Return on the intention to visit a destin...

Introduction The relationship between four parental feeding practices from the Comprehensive Feeding Practices Questionnaire for adolescents (CFPQ-Teen) and Satisfaction With Food-related Life (SWFoL) in adolescents was evaluated using diet quality measured using the Adapted Healthy Eating Index (AHEI) as a mediating variable. Methods Participants...

Ultra-processed food products are omnipresent in our homes and in grocery stores, and everybody consumes these food products once in a while. In this context, the present study aims to analyse what factors influence the consumption behaviour of ultra-processed food products, and more precisely what factors drive consumer satisfaction and purchase i...

Most of the previous research has largely ignored why Gen X, Millennials and Gen Z consumers purchase or avoid buying used items through the internet; and in this context, the present study aims to examine whether there are differences in second-hand online shopping behavior driven by the generational cohort. Based on the Generational Cohort Theory...

Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, the present study aims to answer this question: “Does consumer purchase beh...

Today, there is an increasing consumption of ultra-processed food products, while more healthy options are available; however, there is no scale available that can properly measure this phenomenon. In this context, the purpose of the present study is to propose, develop and validate a measurement scale of the consumption of ultra-processed food pro...

Today, the determinants of second-hand shopping are not comprehensive and are limited to physical stores; and most of the previous research has largely ignored the factors that motivate the online purchase of second-hand products. Considering the great accessibility of second-hand products through online retailers and stores, we will examine why co...

Product optimisation is one of the most crucial phases in the new product development or launch process. This work proposes applying penalty analysis to investigate the impact of not just-about-right (JAR) sensorial aspects on willingness to pay (WTP) and an overall liking for a local Italian ancient pear variety and to verify the mediating role of...

The second-hand online market has experienced a rapid growth due to the great penetration of the internet. However, although previous studies examine the consumer purchase behaviour in second-hand stores, the great majority focuses on offline shopping, and little is known about the barriers that consumers experience in the online second-hand market...

This study addresses the influence that the use of social media for posting travel-related content has on holiday destination choice. The study builds upon the Theory of Conspicuous Behavior and the Theory of Planned Behaviour and aims at understanding whether expected Social Return, referring to the amount of positive feedback that travel posts ha...

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study examines whether and how social...

Some aspects of technology behaviour remain unclear, such as the generation of technology use and engagement. So, we address the following question: Does engagement with technology drive the use of technology?; or does the use of technology create the engagement with technology?. Based on the Uses and Gratifications Theory, we compare three alterna...

This study investigated the covariation between Italian millennials’ attitudes towards drinking craft beer and food choice factors grounding on the Food Choice Questionnaire (FCQ). Considering that no previous researches have explored these association, findings participate in advancing knowledge in this field of study. A survey was administered on...

“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities are constantly recommend different products in their social media networks. Much of the literature of celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior; but there is scarce research a...

Greater attention should be paid to the emotional aspects of the service experience. In this context, we propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed. A sample of 809 service...

Consumers live mainly positive emotions in response to food products, and the reason is that for most individuals, eating and drinking is a pleasurable experience. On this premise, in light of the Theory of Positive Asymmetry, this study answers the following question: “What emotions prevail in beverage consumption?” . A Manova test is developed co...

Much of the literature on the attractiveness and pleasantness of retail stores has focused on the critical influence of store atmosphere or ambient attributes, which influence customer satisfaction and store choice. However, little is known about the environmental cues that influence customers’ satisfaction in different shopping contexts. In this c...

Purpose Emotional and affective responses are experienced during service use that determine customer behavior; and for this reason, bank services require an better understanding of the emotions customers feel in service experiences. This research aims to examine whether different customer segments exist in the bank services industry, based on the e...

Mobile services are expanding rapidly and in this tremendously dynamic environment companies should provide value-added services to meet users’ demand. In this context, the present research aims to determine whether different user groups exist in this market and profile them. Based on information of 568 mobile service users, a research was develope...

Much of the innovation in the beer sector has focused on flavour, resulting in a proliferation of flavoured beers. In this context, the understanding of consumers’ flavour preferences is a relevant question for the beer industry; however, little is known whether consumer involvement influences beer flavour preferences, and the present study is dire...

The circular economy strategy supports the transformation of the linear consumption model into a closed-production model to achieve economic sustainability, with the consumers’ acceptance of circular products being one of the major challenges. Further, one important aspect of product circularity remains unexplored, such as the consumers’ purchase i...

Craft beer has received much attention over the past two decades. The stability of consumption of beers and the rising interest towards craft beers is a clear signal that consumption patterns are changing. As a consequence, craft breweries have emerged as an alternative to industrial beer in many countries.The limited production, and the use of non...

Nowadays, some companies are developing sustainable marketing strategies, which focus on the recognition that the current levels of consumption and consumption patterns are unsustainable. Consequently, these companies manufacture and offer products produced and marketed in a responsible way that does not adversely impact environmental sustainabilit...

Cheap prices are the central positioning criterion of discount stores and the key variable explaining the intention to shop in discounters. Accordingly, discounters design their stores to maximize their efficiency and to not provide costly services. However, price may explain only a part of customer satisfaction with these retailers. In this contex...

There are differences in the motivations underlying technology behaviour in each generational group; and there may be variances in the way each generational group uses and gets engaged with technology. In this context, this study addresses the following questions: “Does generational cohort influence technology behaviour?”; and if so: “what are the...

During economic downturns marketers challenge new consumption behavior patterns, since consumers shift their purchasing habits during recessions, reduce their expenditure and look for cheaper products. In other words, in hard times, consumers may spend less on holidays, home appliances or electronic devices. From a rational economic perspective, su...

Product consumption is a sensory experience that can evoke a wide range of emotional responses; and accordingly, the emotional component of food consumption has been widely addressed and has appeared in marketing literature with increasing frequency. To date, there is abundant literature on emotions elicited by product consumption, but there is li...

Situational factors influence food and drink consumption, being how, when and where, not fully researched. In this context, this research addresses the influence of “where” in alcoholic beverage consumption. That is, we examine the influence of the place of consumption, comparing consumer behaviour at home and at hostelry outlets. For this purpose,...

There is scarce research on the relationship between the level of consumer involvement and consumption elicited emotions. So, we address these questions: “How is the influence of consumer involvement and consumption elicited emotions?”; and further “Are positive emotions prevailing in highly involved consumers?”, and “are negative emotions more dom...

Shopping malls are facing times of hardship due to the recent economic crisis, the maturity of this retailing format and the increasing competition of the electronic commerce. This study aims to examine and profile shopping mall customer segments, since this context of hardship may have altered the previous mall customer segmentations. Data from 51...

Food and drink flavors tend to remain stable over time; however, beer flavors are currently evolving in the brewery industry. Based on the case of the Spanish brewery company Estrella Galicia that launched a barnacle-flavored beer in 2018 with great success, we can address the following questions: “Are consumers changing their preferences of beer f...

The population of mobile service users runs over several millions today. In fact, smartphones and mobile devices have become communication devices integrated into everyone’s daily life, being exponentially adopted by users today. In this increasingly competitive market, the mobile service providers are trying to attract new customers and to retain...

The growing availability of wireless internet services and the great popularization of smartphones and other mobile devices means a greater challenge for mobile service companies that need to identify the factors influencing the use behavior of mobile services. So considering that the level of consumer involvement can lead to differences in service...

Las entidades financieras ofrecen cada vez más servicios a sus clientes a través de internet, y en este entorno el presente estudio aborda el objetivo siguiente: ¿Cómo influye la confianza en línea de los usuarios en las transacciones financieras on-line en la intención de uso de estos servicios a través de la Satisfacción?; y como objetivos secund...

This study examines whether the level of product involvement influences how emotions drive consumer satisfaction. Based on the Theory of the Hedonic Asymmetry we analyze through Structural Equation Modeling (SEM) how emotions drive consumer satisfaction. A sample of 570 respondents was gathered for a high involvement product –wine-, while a sample...

There is scarce research on the influence of the level of consumer involvement with wine and consumption-elicited emotions. In this context, we aim to examine whether the level of wine involvement influences the emotional response; and further, whether the level of wine involvement plays a determining role in how emotions drive satisfaction. The s...

With the emergence of the specialty stores in the last decades, this research address the following question: “Are there segments within specialty food retail customers?”; and further: “What are the main characteristics of these customer segments?”. Data from a sample of 597 consumers residing in the US was analyzed through two-step cluster analysi...

There is an increasing interest for Millennials; however, to date Millennials’ segmentations regarding their technology usage and behavior are scarce. This study addresses the following questions: “Are there segments within this generation group regarding their digital technology behavior?”. And if so: “What are the main differences among Millennia...

Purpose This study addresses the following question: “What factors attract customers to the shopping mall?”, since the commercial attraction of this major retailing format is an undertaken variable. So, the purpose of this paper is to provide an empirical analysis of the main commercial pull factors of the shopping malls in order to attract potenti...

“Don’t buy this Jacket” is the advertising campaign of the clothing brand Patagonia that asked customers not to buy one of its products. “Baked before sunrise; donated after sunset” is the marketing campaign developed by the bakery company Panera, since this company donates all the leftover bread after stores have shut down assuring customers fresh...

New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer consumers monolithic or are there different segments in the beer market?; and “What are the main characteristics of the beer consumer segments?”. The purpose of this paper...

There are new trends in the brewery sector; however, to date beer consumer segmentations regarding their consumption behavior and patterns are scarce. In this context, this research addresses the following question: “Are beer consumers monolithic, or are there segments within the beer market?; and if so: “What are the main differences between beer...

This study addresses the following issue: “Does the products’ perceived quality influence the consumer behaviour in the specialty retailing setting?”. For this purpose we propose and empirically test a conceptual model on the creation of consumer satisfaction and loyalty in specialty retailing, to examine the influence of products’ quality percepti...

La frecuencia de compra es una variable del comportamiento de consumo basada en el consumidor, que se ha estudiado poco en el área de marketing, y que sin embargo puede influir en el comportamiento de los consumidores. Por tanto, en este trabajo, proponemos y probamos un modelo conceptual sobre la creación de satisfacción y de lealtad del consumido...

Marketing reversed prior business logic 50 years ago and said "the customer is king”, and the companies began to recognize that it was not just the product that was the most important aspect of their business. Companies recognized that consumers had a myriad of choices of product offerings and marketing was responsible to ensure that the company's...

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’ purchase intention?”, since perceived quality is a customer-based underta...

Despite the growth and commercial potential of digital technologies, little is known about what factors create users’ satisfaction with a particular digital outlet. In this context, the major contributions of the present study are the examination of the sources and the consequences of users’ satisfaction with digital technologies; as well as the pr...

There are numerous studies relating marketing indicators to financial indicators during economic recessions, but there is scarce research on how companies have adapted their marketing strategies and practices during recessionary periods, and researchers generally pay little attention to the role of marketing orientation during economic crisis. In t...

Purpose The purpose of this paper is to address the following question: “Does purchase frequency influence consumer behaviour in the specialty food retailing setting?”, since purchase frequency is a consumer-based undertaken variable. For this purpose, the authors provide and empirically test a conceptual model focussed on specialty food retailing....

One third of food destined for human consumption is wasted globally, and much of the food waste that comes from high-income or developed countries is caused by poor marketing practices, consumer behavior and consumption patterns. The present study focuses on developed countries to propose some marketing actions which could help in reducing food was...

En este manual se emplearán palabras, conceptos y términos para explicar la lógica, el proceso y los pasos necesarios para aprender a realizar análisis de modelos de ecuaciones estructurales (SEM, Structural Equation Modeling) con el programa estadístico Amos, centrándose en el análisis de distintas muestras o grupos de observaciones, lo que comúnm...

In the context of a severe economic crisis, the objective of this research is to examine to what extent the economic crisis and austerity’s measures have generated new marketing strategies in food companies. We develop a comparative analysis though MANOVA test, comprising ten food product categories across eight European countries, distinguishing b...

Purpose – Private label brands of food products are an important component of many consumers’ purchases, as well as an integral element of the retail industry. The purpose of this paper is to examine the moderating role of trust on food private label brands’ purchase intention and loyalty. Design/methodology/approach – For this purpose, the author...

Introduction: With the rapid development of communication technologies and the introduction of smartphones in the marketplace, the industry of mobile phone communication services is making great efforts to attract new customers and retain current ones. Purpose: The present study aims to analyze how the switching costs and customer satisfaction infl...

Based on the existing marketing concept on relational and functional benefits, and the retailing management of customer value, the present research empirically test the influence of these customer benefits by providing a comparative analysis for different retailing formats, such as supermarkets and hypermarkets. Using questionnaire data of a sample...

The present study analyses the creation of customer satisfaction and loyalty, alongwith the influence of switching costs in the mobile services’ market, by analyzing networkmobile services --- the so-called traditional operators --- and virtual mobile services, in order toempirically and conceptually investigate the difference between these mobile...

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in the next year due to the economic crisis, which makes up an increasingly competitive market. Previous literature suggests that price and store image are antecedents with a relevant influence on store brand equity. Our study aims to analyze if the...

Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based brand equity. This study attempts to propose an integrated model of brand equity in store or retailer brands, based on Aaker’s well-known conceptu...

In today’s highly competitive consumer marketplace, developing and managing successful private label offerings has become a priority for many retailing companies.This study aims to analyze product, retailer, and individual factors from the private label brand that influence consumers’ loyalty and purchase intention; along with the influence of the...

The present study aims to analyze the creation and formation of customer-based brand equity in the fashion industry. For this purpose, we selected two fashion brands with a different positioning in the marketplace. On one hand, one exclusive fashion brand –Carolina Herrera-, and on the other hand, one democratic fashion brand- Zara-, in order to an...

Purpose: This research study aims to investigate how consumers perceive and evaluate local and global brands –in a developed mature European market. Design: For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obt...

With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the m...

Este trabajo analiza en qué medida la crisis económica europea ha modificado las estrategias de marketing de las empresas de la industria agroalimentaria y también valora cómo ha sido este cambio. Para ello, se analizan tres variables de marketing relevantes para las empresas de alimentación: el precio de venta, el contenido de los envases y el pre...

Based on the Technology Acceptance Model, this paper explores the importance of three moderator variables—Risk, Security and Trust —in the consumer acceptance of online banking in a Canadian environment. The results highlight the predictive power and suitability of the proposed conceptual model, considering the introduction of three moderator v...

En el presente artículo se analiza la credibilidad de los medios de comunicación, y en concreto de los diarios generalistas. Mediante el empleo un modelo de ecuaciones estructurales, y con una muestra de 454 cuestionarios sobre los diarios El País, El Mundo, ABC, La Razón y La Voz de Galicia, se estudian los antecedentes y consecuencias de su credi...

In recent years the retail industry has been characterized by the fast growth of private labels, with an increase of the offer of private labels and the enhancement of their value in the marketplace. This research focuses in private label brand equity to deepen the understanding of its origins, by analyzing two alternative customer-based conceptual...

In the current increasingly competitive communication media environment our study aims to analyze how mass media credibility is created, from the consumers or audiences’ standpoint. For this purpose, the present study developes and applies the Credible Brand Model in order to assess how the audience makes credibility judgments about communication m...

Structural equation modeling (SEM) is a useful statistical technique that establishes measurement models and structural models. This research empirically compares two alternative structural equation models testing the purchase intention for manufacturer brands, shedding light on interesting implications. Results reveal that the proposed model which...

This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using structural equation modeling (SEM) in order to assess how beer...

Purpose – The purpose of this paper is to address two issues. First research goal is about analyzing differences in perceived quality in higher education (HE) between a private and a public university centre. Second, the research aims to analyze which are the key dimensions in perceived quality in HE from the students’ standpoint. Design/methodolo...

The European brewing industry is a main economic sector and a major activity in the agrifood area. While the majority of the product consumption is domestic, imported beer have also increased remarkably in the recent years. This study raises two objectives; firstly to obtain an approximation of the profile of the Spanish beer consumer through a des...

Le récréotourisme de plein air constitue une industrie porteuse d’avenir. Le Pôle d’excellence en récréotourisme de l’Outaouais (PERO) s’y intéresse. Son intention d’intervenir auprès des intervenants par la formation à l’excellence lui impose de rechercher et d’identifier les facteurs qui propulsent les entreprises et les entrepreneurs sur cette v...

This report presents the case study for Galicia (Spain) as part of the study ‘Evaluation of the Main Achievements of Cohesion Policy Programmes over the Longer Term in 15 Selected Regions (from 1989-1993 Programming Period to the Present)’ which is being managed by the European Policies Research Centre and the London School of Economics. The resear...

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant influence on store Brand Equity from the consumers’ stan...

Since the decade of the 90s, personal brand and self-personal branding have become increasingly popular. Nevertheless, this enhancing interest barely appears to have permeated the marketing discipline in terms of formal research. This study aims to analyze the theoretical foundations of personal brand and its management, identifying those conceptua...

The Spanish brewing industry is a main economic sector and a major activity in the agrifood area; however, there are few studies regarding the analysis of brand equity in this product. This study aims to analyze brand equity for both a domestic beer brand—Estrella Galicia—and an imported beer brand—Carlsberg. For this purpose a quantitative study i...

Store brands have grown exponentially in the past decade worldwide, and a further increase is expected due to economic downturn, which makes up an increasingly competitive market with great research interest.This research focuses in customer-based store brand value by comparing three different retailing formats –supermarkets, hypermarkets and disco...

Introducción: Este trabajo trata de analizar los factores de atracción comercial de los centros comerciales, así como analizar el perfil del usuario de este formato de distribución comercial. Objetivos: El presente estudio plantea dos objetivos diferenciados, por un lado obtener una aproximación a las características del consumidor de los centros c...

Purpose The aim of this research is to identify sources of differentiation in the fashion market as well as finding out sources of brand equity to distinguish the offer, enabling a better competitive position to be achieved. Design/methodology/approach To reach this objective, qualitative research was first carried out with 36 sector executives. B...

The present democratic values in most Western societies have fostered social norms promoting inclusion of groups at risk of social exclusion. This research has focused on the inclusion of the disabled collectives at conventional university environment. For that purpose an inquiry was carried out to young university students registered in the Univer...

Purposes: The aim of this paper is to address three issues. Firstly, this paper aims to make the strategic analysis of the value chain of the Galician textile-clothing sector. Next, we attempt to analyse the sources of competitive advantage on which companies will build the strategy, as well as defining the main sources of differentiation. Lastly,...

The Company Carolina Herrera has identified a market niche that demands garments, apparel and accessories and to which it can offer a somewhat differentiated product with excellent quality. This market niche is the target of several companies such as Loewe and Vuitton, which may be clearly identified as the leading companies and worldwide reference...