María Asunción Beerli Palacio

Universidad de Las Palmas de Gran Canaria | ULPGC · Department of Economics and Business

Donation barriers are a crucial factor to consider in the study of blood donor behavior. Since blood donors do not behave homogeneously, the aim of this work is to analyze how the donor profile (i.e. sociodemographic characteristics and donation behavior) influences the prevalence of blood donation barriers. A total of 5,353 active donors in the Ca...

Background: The study of donation motivations is essential at blood transfusion centres, because of the impact of these motivations on an individual's decision to donate. The heterogeneity of donor behaviour and the overall lack of consensus on how to assess it (e.g. via terminology, grouping of items in categories) justify this research, which wa...

This study proposes a procedure for defining, assessing and classifying free or payable complementary hotel services. These services are susceptible of being provided to holiday hotel tourists at mature sun-and-sand destinations to increase guest satisfaction and hotel profitability. Following this procedure, an empirical study was carried out, by...

As there needs to be more research done on the analysis of how the senses interact in contexts which do not particularly favour certain senses, this work proposes the analysis of consumer responses to olfactory and visual stimuli in the context of stores belonging to a well-known optician franchise. To that end, two different urban spaces are consi...

Although blood is essential in healthcare systems for medical and surgical use, it is still a scarce resource. Given that blood cannot be produced artificially, donors are the backbone of the system, which is why it is crucial for transfusion centers to understand the factors that determine their behavior. The goal of this study is to help decision...

Background and objectives: Non-donor behaviour can be influenced by many variables, both intrinsic and extrinsic, which differ among individuals. The aim of this study was therefore to segment Spanish non-donors based on criteria such as barriers and motivations, which influence the decision to donate for the first time, with the aim of improving...

This work focuses on studying how secondary information sources that tourists have encountered before visiting a destination influence the gap in the image formed pre and post visit. For this purpose, (1) a classification of secondary information sources according to their greater or lesser information content, and whether the tourist actively sear...

Given the lack of a consensus on a catalogue of donation barriers, this study proposes a holistic scale of barriers which was used to segment Spanish active blood donors to define specific retention and loyalty strategies. A sample of 26 626 active donors from 14 of the 17 Spanish blood transfusion centers assessed a total of 25 barriers through an...

Achieving destination appeal and competitiveness is a major priority of tourist destination managers. They must implement new strategies that are distinct from those of their competitors and that influence tourists’ perceptions, attitudes and behaviors and reinforce the brand equity of the destination. The present work focuses on Cultural Intellige...

Purpose This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit; understanding cultural sensitivity as the recognition of and respect for different beliefs, values and customs. Design/methodology/approach A structural equations model i...

El presente trabajo ha tenido como principal objetivo estudiar y analizar empíricamente los factores que explican el cambio de imagen antes y después de la visita a un destino turístico. En el estudio empírico se ha utilizado una muestra representativa de turistas de la isla de Tenerife (Islas Canarias), que es uno de los principales destinos turís...

The term ‘cultural intelligence’ (CQ) has generated considerable attention since Earley and Ang (2003) first introduced the concept formally. The implications of CQ have been widely demonstrated in cross-cultural studies. The tourism industry has a strong human component based on a high level of interaction between people from different cultures of...

Purpose The purpose of this paper is to analyse the influence of the confirmation of the motivations of tourists in changing image of a tourist destination pre- and post-visit. That is, considering whether once the tourist has made the trip, depending on whether their expectations have been met and confirmed motivations, will have a more or less i...

The purpose of this study is to examine the antecedents that explain changes to the image that first-time tourists have (pre- and post-visit image gap) of a destination and its impact on satisfaction and loyalty through the design and validation of a model. The research has been carried out using a sample of 411 tourists in Tenerife (Spain). The in...

The current paper presents the latest technologies about geolocation and the main applications in proximity marketing for tourism, especially the hotel. Also it is studying its impact and contribution to the necessary policies to encourage enterprises consumer awareness. Also it seeks to identify challenges and opportunities that geolocation provid...

Our aim is to study the behavior of blood donors by distinguishing donors from non-donors and within donors if they donate frequently, occasionally or have donated only once. To this end we study the determining factors in their behavior, analyzing the possible differences between segments in terms of their sociodemographic characteristics, motivat...

This social marketing study focuses on street drinking behavior among young people. The objective is to divide the market of young people who engage in this activity into segments according to their motivations. For the three segments identified, a behavior model is created using the beliefs, attitudes, behavior, and social belonging of young peopl...

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that genera...

The objective of this work is to develop and validate an advertising impact index (AII) to measure the effectiveness of advertisements in cognitive and affective terms. A methodology based on testing an experimental magazine was used to test nine advertisements for three products with fictitious brands and three different advertising styles. The re...

Recent years have seen the level of blood donation at a world level come to a standstill or even decline. This situation requires blood donation services to make efforts to increase donor recruitment and retention, as well as to increase the frequency of donations among current donors. In order to obtain good results, it is essential to understand...

This research work sets out the objective of developing and estimating a comprehensive street binge drinking model to represent the Spanish youth alcohol adoption process called "botellón". This multivariable model points out the importance of values, moreover it measures how influence values over attitudes, beliefs and emotions. The obtained resul...

This paper presents an explanatory model on the recommendation of donating blood made to relatives and friends by current donors. This model establishes the satisfaction and intention to return as direct antecedents, and the quality perceived in the donation process and the existence of inhibitors as indirect antecedents. The results show that (1)...

Purpose The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiven...

This paper presents an explicative model on the recommendation of donating blood made to relatives and friends by current donors. This model establishes satisfaction and intention to return as direct antecedents, and the quality perceived in the donation process and the existence of inhibitors as indirect antecedents. The results show that (1) the...

The objective of this research is to develop and estimate a model of the adoption of alcohol and cannabis related behaviors among young people. This model raises the importance of values, and estimates the influence they exert on attitudes, beliefs and emotions. The results show not only the antecedent role of values, but also the antecedent role o...

En este artículo se analiza la imagen de un destino turístico, siendo este un tema crítico para el éxito del mismo. El artículo desarrolla una amplia revisión teórica con un trabajo empírico que permite comprender mejor los factores que influyen en dicha imagen y las motivaciones del destino. La imagen es analizada desde un enfoque multidimensional...

This research work sets out the objective of developing and estimating the young alcohol adoption model. This model points out the importance of values, moreover it meassures how influence values over attitudes, beliefs and emotions. The obtained results point out not only the antecedent role played by values but also the causal effect played by at...

El objetivo del presente trabajo se ha centrado en medir la eficacia publicitaria de dos formatos de anuncios on-line, concretamente el robapáginas frente al contextual, así como los factores que sobre la base de la literatura revisada influyen en dicha eficacia publicitaria. Su contexto de aplicación son las páginas web de tipo blog o bitácora que...

The purpose of this research is to develop a model of the explanatory factors that determine the predisposition to donate blood in order to improve the effectiveness of donor recruitment and retention programs. A personal survey was conducted on a sample of 303 potential donors between 18 and 60 years old and from both sexes, who are resident in La...

In this study an attempt is made to analyze from a cross-cultural perspective the moderating function of the cultural values of a society on the influence that the beliefs in advertising have in attitudes toward advertising under a hypothesis testing approach, as most works of the existing literature have a descriptive or exploratory character. To...

This work is set in the field of social marketing and more specifically in the context of blood donation. Its principal objective focuses on segregating potential donors by using the inhibitors or barriers to a blood donation behaviour as criteria. Moreover, an analysis of the predisposition to donate blood, the intrinsic and extrinsic motivations...

Recent years have seen a steady increase in social marketing applied to health with the aim of increasing public awareness and changing people's behavior. Programs or actions based on the principles of social marketing have been shown to be effective in improving public health. However, that is not the general rule in Spain, where health policies h...

Recent years have seen a steady increase in social marketing applied to health with the aim of increasing public awareness and changing people's behavior. Programs or actions based on the principles of social marketing have been shown to be effective in improving public health. However, that is not the general rule in Spain, where health policies h...

The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, des...

This paper studies how the different dimensions determining the human resource management system (recruiting, training, evaluation and compensation) influence the market orientation of hotels. There is also an exploratory analysis of the differences in the human resource management systems according to the following hotel classification data: star...

The objective of this work is to clarify the role of self-congruity, understood as congruity between tourists’ self-concept and the image of a destination, in their choice of it. The empirical research finds that the greater the agreement between a destination’s image and one’s self-concept, the greater the tendency for the tourist to visit that pl...

Los resultadios de esta investigación empírica ponen de manifiesto que la conducta de reciclado de los consumidores no solo puede ser representada mejor a través de un modelo de hábito o rutina de baja involucración ¿conocer-hacer-sentir¿ que a través de la jerarquía clásica ¿conocer-sentir-hacer¿ sino que puede ser representada a través de otros m...

This paper understands the consumer recycling behaviour and deals with the study of the models of response in consumers¿ recycling attitudes and behaviour due to the application of promotion techniques: (1) reward technique described as giving a gift to the participants in a promotion program within a lottery and (2) commitment by group leader tech...

This paper is set in the context of tourism marketing, more specifically in the process of tourist destination image formation. By means of empirical research applied to a representative sample of tourists visiting the island of Lanzarote (Canary Islands, Spain), the influence of tourists’ internal characteristics or personal factors on the differe...

The aim of this paper is to develop and empirically validate a model which explains the different factors which form the post-visit image of a destination. Based on a literature review, this will involve analyzing the relationship between the different components of the perceived image and the factors which influence its formation. These include bo...

El presente trabajo tiene por objeto estimar y seleccionar el modelo con jerarquía de efectos clásica que mejor represente el comportamiento de reciclado del consumidor y, posteriormente, profundizar en las particularidades que este modelo muestra en función de tres valores: el colectivismo, el materialismo y el logro. Los resultados del trabajo em...

The authors of this paper studied some aspects of volunteers from a marketing angle in order to analyse the differences in the self-concept of volunteers collaborating with either charitable, or ecological organisations; to examine the differences between the images of charitable and ecological organisations; and to show the role of self-congruency...

On the basis of empirical research carried out in the retail banking market, this paper proposes a structural equations model enabling us to reach the conclusions that satisfaction together with personal switching costs are antecedents leading directly to customer loyalty, with the former exerting the greatest influence; and perceived quality is a...

En Gran Canaria, el turismo representa el motor económico y de desarrollo de la isla. Este trabajo de investigación se ha centrado en analizar la imagen del destino turístico de Gran Canaria. La imagen es un elemento crucial para el éxito de un destino, de modo que alcanzar una imagen potente y favorable es una condición necesaria para el desarroll...

The recognition of brand as a source of competitive advantage has been highlighted in the literature. However, the relationship between brand and business performance could be affected by either internal or external factors. The authors investigate how market and technological turbulence, the type of end consumer, the size of the company and the se...

This work centers on the study of the image of universities, with the aims of explaining the process of image forming by means of its different components, both in its cognitive and affective dimensions and of analyzing its relationship with the students’ satisfaction with the university. The results of the empirical work carried out on a represent...

El presente trabajo pretende dar respuesta a una serie de interrogantes relacionados con la conceptualización y medida de la involucración de los individuos con los productos, a través de un estudio empírico. Los resultados del mismo ponen de manifiesto que el concepto de involucración es unidimensional, se relaciona con el interés que los individu...

The aim of this research paper is to carry out a review of memory-based advertising effectiveness techniques by making a comparative analysis of the different types of measurements, their usefulness and the advantages and disadvantages of each. We will also attempt to demonstrate that recognition, despite the criticism it receives, is a valid techn...

RESUMEN El presente trabajo pretende realizar una aplicación novedosa de la autocongruencia desde una aproximación de marketing en el contexto del voluntariado que colabora en ONL's al objeto de (1) analizar si existen diferencias en los autoconceptos de los voluntarios en función del tipo de or-ganización no lucrativa en la que colaboran, (2) estu...