Mar Garcia-De los Salmones

• Doctor of Business Administration
• Full Professor at University of Cantabria

Purpose This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR) model as a theoretical framework and consider cognitive variables (destination social responsibility, tourist social responsibility and th...

Social media is a particularly useful tool to promote sustainable tourism destinations. However, little is known about consumer engagement with social media communication in a destination social responsibility (DSR) context within the tourism industry. Grounded in the Stimulus-Organism-Response model, this study examines the factors that influence...

The present study examines the evolving nature of social enterprise and identifies the most significant factors related to individuals and institutions. Organisations that pursue both profit and non-profit objectives, thus maintaining a mix of market- and mission-oriented practices and beliefs for addressing social and ecological issues, are known as...

This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relationships. A between-subject experiment was conducted o...

p class="a"> Destinations are considered brands that must be properly managed to increase not only tourist arrivals but also the quality of life of residents. Brand equity plays an important role in achieving such objectives. Simultaneously, the integration of ICT in the territory has led to the concept of “smart destinations”. In this context, the...

Social network sites are a new communication channel to convey CSR information. They are interactive channels that let users participate, spread content and generate positive and negative electronic word-of-mouth about companies (eWOM) that can dramatically affect their reputation and future business. To identify the factors behind this behaviour,...

Corporate social responsibility (CSR) has become an essential concept in the context of the hospitality industry, where it is considered as a significant factor in competition and firms’ survival. However, little is known about the factors that influence electronic word of mouth (eWOM) regarding CSR communication through social media in the hotel c...

This study aims to examine how the macro and micro image of Spain affect the preferences of European citizens about Spanish clothing and wine brands. A quantitative research method was developed using an electronic survey aimed at non-Spanish European citizens over 16 years old (298 valid responses were obtained). The results indicate that the micr...

Purpose This paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company. Taking the affect transfer hypothesis (ATH) model as a basis, the influence of beliefs about the company (attributions and corporate image) is studied and variables related to...

In the context of corporate social responsibility (CSR) communication, we explore whether consumer perceptions and responses differ when the message content is based on storytelling or exposition. The conceptual model that we propose in the article includes five attributes of CSR message content (i.e., issue importance, CSR impact, CSR motives, CSR...

In a context of corporate social responsibility (CSR) communication, we explore whether the use of expositive versus narrative discourses interacts with the type of service commercialized by the company (utilitarian vs. hedonic) to determine consumer perceptions and responses to corporate communication. Our main proposal is that, as representative...

Purpose Based on the premises of the institutional theory, in this paper, we explore the effects that the media coverage of positive and negative Corporate Social Responsibility (CSR) news have on the stock market value of companies in diverse industries. Design/methodology/approach Using a sample of 195 online articles published in the most impor...

Social media has emerged as a powerful and successful tool to disseminate information relating to corporate social responsibility (CSR) in different industries, including the hospitality context. Similarly, the media plays a major role in the domain of CSR since news media materializes corporate goals regarding CSR issues. However, no prior studies...

Purpose This paper explores how companies can improve consumer attitudes towards corporate social responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the mediating role of message authenticity betwee...

Social media has emerged as a powerful and successful tool to disseminate information relating to corporate social responsibility (CSR) in different industries, including the hospitality context. Similarly, the media plays a major role in the domain of CSR since news media materializes corporate goals regarding CSR issues. However, no prior studies...

Purpose The main goal of this work is to argue the theoretical validity of two competitive models that integrate entrepreneurial alertness in the Theory of Planned Behavior (TPB), and also to propose an explanation for the conceptual approach with a higher explicative ability. Design/Methodology/Approach A total of 281 undergraduate students parti...

Special Issue “Consumer behavior and corporate marketing in tourism” - Sustainability

This research explores the effects that media coverage of corporate social responsibility (CSR) news related to investor, customer, employee and community issues has on the market value of Spanish banks, measured as the impact generated in abnormal returns for these companies. We use an event study with a sample of 190 positive CSR articles publish...

Purpose The purpose of this study explores the effects that media coverage of corporate social responsibility (CSR) news related to primary stakeholders (e.g. customers, employees and investors) and secondary stakeholders (e.g. community) have on the market value of companies, measured as the impact generated in the positive and negative abnormal r...

The present case study focuses on the application of social marketing principles to the promotion of blood donation. In this regard, many lives depend on the availability of safe blood supplies for transfusions and medical procedures, and the voluntary contribution of people is key to the success of the blood donation system. Specifically, we intro...

This paper explores a causal model, using Structural Equation Modelling (SEM), in order to understand how the perceived effectiveness of ‘flipped classroom’ and students’ satisfaction with this technique can be affected by students’ engagement in ‘flipped classroom’ activities as well as the complexity and task orientation of such activities. The f...

CSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions – in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour – to CSR advertisements of financial entities with different social reputations....

Considering host communities as brands in the eyes of local people, our study examines how resident attitudes towards tourism and tourists are influenced by two brand factors: (a) equity perceptions related to their communities (i.e., brand equity) and (b) identification with their communities (i.e., brand identification). Our empirical results ind...

In this article, we propose and empirically test a causal model to understand how consumer social orientation, the credibility of nonprofit organizations, the perceptions of fair trade products, and the attitudes toward the fair trade brand interact and affect the buying intentions of fair trade products in a sample of 292 Spanish consumers. The fi...

This article presents the findings of a theoretically driven content analysis of the coverage of corporate social responsibility by Expansión, the leading Spanish business journal, in a 1-year time frame. The goal of the article is to help companies understand how they can take advantage of media coverage of CSR by identifying the major stakeholder...

This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioural variable that is tourist satisfaction. In particular, our paper aims to contribute to the literature: (1) by examining the relationships between the dimensions of destination br...

This article uses Social Learning Theory and the Role Model Theory to address the issue of the impact teachers have as role models regarding the development of the entrepreneurial intentions of their students. We also tested whether this impact varies based on the students’ learning styles. We conducted a survey of 50 teachers and 560 undergraduate...

The authors focus on the ethical consumption and propose a model of buying intention of fair trade products, including the utilities of the fair trade generic brand as direct determinants. The authors measure the functional and symbolic utilities provided by this brand, together with the attitude towards the commercialising organisations, consumer...

Despite companies' wishes to publicise their corporate social responsibility (CSR) activities, communication remains a challenge. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitude towards a CSR advertisement in the financial sector. Specifically, we designed a causal model, which inclu...

In our study of the “perceptions–attitudes–behaviours” sequence, we explain how resident perceptions of tourism’s impacts on host communities influence not only their attitudes towards tourism, but also their attitudes towards tourists – i.e. a new variable that has recently been introduced in literature. Moreover, we introduce the behavioural supp...

The authors propose and empirically test a causal model to understand how the availability of fair-trade information and consumer knowledge about this issue affect consumers’ attitudes and intentions toward fair-trade products. The model is built upon the attitude-behavior paradigm and the premises of agency theory. It is tested through structural...

Purpose Based on the principles of stakeholder theory, the purpose of this paper is to explore the relationship between the information reported to stakeholders in corporate social responsibility (CSR) reports and companies’ CSR reputation (CSRR). Design/methodology/approach The paper implements two regression models to test how reporting to stake...

Despite the outstanding growth of social network sites in recent years, more research is needed to better understand how users' intentions to share their experiences with products and brands are formed through these applications. With this in mind, this study takes the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as a reference and...

Celebrity endorsement has become a very popular communication strategy in the nonprofit sector, although there are still doubts about its effectiveness. Specifically, one interesting question is whether the involvement of individuals with a social cause can explain differences in the valuation and effects of the celebrity endorsement strategy in co...

Purpose The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions. Design/methodology/approach Quantitative research with 208 international students...

This paper focuses on the customer-based brand equity for a tourist destination, and develops a model including the dimensions of this construct (i.e. awareness, image, perceived quality and loyalty). Accordingly, loyalty is considered the main dependent variable in the model developed here. A major contribution of this paper is that it takes into...

El comercio justo ha experimentado un crecimiento de ventas progresivo en los últimos años, si bien aún sigue representando una cuota de mercado pequeña en comparación con el comercio tradicional. A fin de ayudar a las organizaciones promotoras y comercializadoras de este tipo de productos a incrementar su presencia en el mercado, en este trabajo s...

This research examines the effect of market orientation and the managers' propensity for implementing technological innovations in small retailers. In particular, the authors consider four management IT: computerized order management systems, inventory and sales control systems, customer information management systems, and commercial web pages. Inf...

The authors describe the intensity and orientation of the corporate social responsibility (CSR) reporting in four Spanish industries and explore the relationship that exists between both concepts and an independent measurement of reputation for CSR (CSRR). The results demonstrate that the CSR reporting is especially relevant and useful in the finan...

Purpose – In the present paper, the authors aim to study the relationship between corporate associations and loyalty by analyzing the role of identification with the company and satisfaction in this connection. Design/methodology/approach – The effects of corporate associations on consumers' loyalty were tested through a structural equation model...

Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy. Taking into account the significant lack of studies in this particular field, the current research presents a causal mo...

This paper analyses the factors that determine the adoption of electronic commerce by consumers, examining the influence of two variables that have rarely been studied in the field of online purchasing: users' perceived compatibility with e-commerce and their prior experience of online purchasing. With this aim, we consider the Technology Acceptanc...

Purpose The present study aims to analyze the influence of ethical and philanthropic responsibility of a financial entity on consumer behaviour. Specifically, it aims to analyze relationships among these dimensions and diverse constructs, such as the relationship satisfaction, trust, identification with the firm, business performance, relational ou...

Purpose As there is still only limited research about expectation formation in destination marketing, the aim of this paper is to enhance this body of knowledge by providing theoretical and empirical evidence about the role of different factors which generate tourist expectations. In particular, since expectations may significantly condition not on...

The present study analyzes the influence that perceived risk in online shopping has on the process of e-commerce adoption by end consumers. With this aim, the Technology Acceptance Model is taken as a reference framework, proposing an Extended E-Commerce Acceptance Model that includes the diverse constructs of perceived risk: financial, performance...

This paper analyses the factors that affect the adoption of customer fidelization programs by micro-retailers, paying special attention to the influence exerted by innovativeness. In particular, an extension of Technology Acceptance Model is proposed. adding the managers' personal innovativeness in the field of new technologies as an explanatory va...

Este trabajo examina los factores que condicionan la implantación de programas de fidelización de clientes en el pequeño comercio detallista, con especial atención a la influencia de la propensión a innovar. En particular, se define una extensión del Modelo de Aceptación de Tecnología que incorpora la propensión a innovar del decisor en el ámbito d...

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and...

El presente trabajo se centra en la identificación de diversas dimensiones de comportamiento corporativo, para ponerlas posteriormente en relación con la imagen global de las empresas y la lealtad hacia las mismas. Partiendo de una revisión de literatura sobre la imagen, se plantean una serie de hipótesis a contrastar dentro del sector de las telec...

El presente trabajo se centra en la identificación de diversas dimensiones de comportamiento corporativo, para ponerlas posteriormente en relación con la imagen percibida de las empresas y la lealtad hacia las mismas. Mediante un modelo probit ordenado se comprueba que en la valoración de una compañía de telecomunicaciones por parte de sus empresas...

The present work focuses on identifying the different dimensions of corporate behaviour so as to relate them to companies' perceived images and client loyalty. The literature dealing with corporate image was reviewed and a series of contrasting hypotheses proposed within the telecommunications' sector. This was tested by using an ordered probit mod...

The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multi-dimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mob...

Una de las mayores preocupaciones de una formación política consiste en la identificación de los factores determinantes del voto electoral. Teniendo en cuenta esta idea, y sobre la base de la teoría del procesamiento de la información, se desarrolla una investigación que trata de determinar la relevancia de los factores ideológicos y de la evaluaci...

El presente trabajo trata de cuantificar el valor de marca y el posicionamiento de las entidades financieras en dos mercados diferentes: consumidores finales y microempresas. Así mismo, se busca identificar las dimensiones de imagen de mayor peso a la hora de elegir a una entidad como la de mejor valoración global. A través del modelo de elección d...

The current paper analyses the influence of corporate social responsibility on consumer behaviour, since it brings up new questions related to the effect of this issue on traditional loyalty models. Starting from a literature review about the concept, several hypotheses about the influence of corporate social responsibility on the traditional antec...