Marta Frasquet

University of Valencia | UV · Marketing Department

Co-creation activities have shown dramatic development somewhat recently. The initial step of a productive co-creation technique originates from a comprehension of people’s practices inside of these websites. Based on the limited knowledge of online co-creation behaviour in the retail sector, particularly in fashion retailing, this study develops a...

Purpose The purpose of this paper is to understand the contribution of digitalisation, channel integration and sustainability to the improvement of industrial small and medium-sized enterprises (SMEs)' international performance. Design/methodology/approach Based on a review of the literature, the authors developed a research model that included si...

Purpose The expanded use of mobile devices for shopping has made mobile showrooming a frequent practice among omnichannel shoppers. This paper aims to shed light on the role of mobile dependency and uncertainty reduction strategies together with the motivation of getting the best value for money in showrooming behaviours and user-generated content...

Showrooming is an increasingly popular practic that threatens retailers' performance. This paper adopts the push-pull-mooring framework to understand the shopper decision to purchase online from a different retailer (competitive showrooming) rather than from the same retailer visited to gather information (loyal showrooming). Going beyond the custo...

Purpose This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export performance of emerging-market small- and medium-sized enterprises (SMEs) in a Latin American context. Design/methodology/approach This paper is a replication study, and its d...

In the omnichannel era, retailers have increased opportunities to provide unique brand experiences using a multiplicity of offline and online channels and touchpoints. Although the concept of brand experience is clearly defined, some authors have demanded a revision of the way in which it is measured to capture the complex brand experiences provide...

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data...

Purpose This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation). Design/methodology/approach An online survey involving a scenario manipulation was conducted with 5...

Purpose – This paper aims to explain the intention to use mobile phones for shopping based on the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT2) model in a developing country context, characterized by the mobile channel’s high growth rates. The research model analyzes perceived usefulness, perc...

Purpose Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets and reduce the dependency on distributors. The challenge remains that of integrating new online channels into existing networks effectively. This paper aims to identify to what extent multichannel integrat...

Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand...

Introducing a new online channel is a crucial decision for brick-and-mortar retailers that requires insight and forecasts into customers' adoption and subsequent behaviour. The aim of this study is to analyse the dynamics in the behavioural heterogeneity of (new) multichannel supermarket customers when the online channel is introduced. A Latent Cla...

Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investi...

Purpose This study aims to suggest an integrative model to investigate design orientation by analyzing its links with market orientation and its ability to generate and maintain a competitive advantage and improve effectiveness. Design/methodology/approach The structural equation technique is used to test the research hypotheses based on data from...

This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual varia...

Purpose The purpose of this paper is to define the design orientation construct, proposing a theoretical framework for its analysis and a validated tool for its measurement. Design/methodology/approach The process of scale development follows the recommendations of DeVellis (1991). After qualitative research with experts, quantitative research was...

Purpose This paper aims to analyses the development of exploitation and exploration capabilities, and the role of ambidexterity, in the evolution of small Spanish wineries toward multi-channel distribution systems. Design/methodology/approach A qualitative methodology based on the analyses of multiple cases supported by a computer assisted qualita...

Purpose The purpose of this paper is to analyse the dimensional structure of relationship value by comparing the results of one-dimensional versus multidimensional conceptualisation in the prediction of satisfaction and loyalty in a B2B context. Design/methodology/approach A survey was carried out and 219 responses were obtained from retail compan...

This study aims to understand customer patterns of channel usage to voice complaints to multichannel retailers. Data were collected from multichannel shoppers for apparel in Spain by means of an online survey. Latent Class Analysis on complaint channel (store, website, mobile app and social media) usage was performed. The analysis identifies four c...

Purpose The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study. Design/methodology/approach A survey was conducte...

Purpose The purpose of this paper is to define the relationship strategy of manufacturers with their retail customers through the identification of axes for the creation of relationship value. Design/methodology/approach A survey was carried out and 219 valid questionnaires were completed and returned by the purchasing managers of retail companies...

The paper presents an integration of the theoretical approaches of embeddedness and dynamic capabilities. Based on in-depth interviews with key informants of international fashion retail companies we show that dynamic capabilities enhance different types of embeddedness at different levels. Generic dynamic capabilities of adaptability and knowledge...

Purpose The purpose of this paper is to investigate the effects of multichannel integration (MCI) on customer loyalty. The specific objectives are to provide an appropriate reliable measure of the construct, and to analyse the impact of MCI on offline and online loyalty, both directly and by mediation of customer satisfaction. Design/methodology/a...

In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through soc...

Purpose The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach Online survey answered by 761 multichannel appa...

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline pres...

Consumers today are using various channels to complete their purchase process. As shoppers pursue different goals at each stage of the process, channel choice may be explained by different drivers for search, purchase and post-sales activities. Our research framework is based on an extension of the TAM Model with the support of the Motivational Mod...

Las características del consumidor juegan a menudo un papel importante en la selección del canal para sus compras. De este modo, el presente trabajo pretende estudiar y determinar cuáles son los factores internos que favorecen la adopción de varios canales de compra por parte del consumidor. Con este objetivo, se estudia el comportamiento de los co...

Este trabajo quiere resaltar la importancia que adquiere la gestión estratégica de los centros comerciales, en un momento en que la competencia entre ellos se intensifica notablemente. El enfoque de estudio adoptado parte de una reflexión sobre los recursos y capacidades de un centro comercial que se pueden constituir en bases de ventajas competiti...

The globalization process together with the extraordinary growth in the use of Internet offer firms new growth opportunities. Retail firms are using a multichannel approach, involving the Internet, in their internationalization strategies. Website traffic as measured by unique users and online awareness is among the measures for assessing the succe...

Purpose – The purpose of this paper is to propose a framework, based on empirical research, to explain the strategic processes of post-entry development in international retailing through consideration of the dynamic capabilities attributable to retailers. Design/methodology/approach – Case study approach of five international retail firms using s...

Building relationships between universities and industry bodies is of prime importance for creating value for universities’ stakeholders. This paper focuses on relationships in relation to undergraduate internship programmes in the Social Sciences. Using the relationship marketing approach, we analyze this type of collaboration of firms with a larg...

Many retailers have decided to create virtual stores as an alternative to physical stores. This article aims to analyze the factors influencing this strategic decision and its impact on business performance among major retailers in the United Kingdom, France, and Spain. Through binary regression and analysis of variance results show that the adopti...

Many retailers have decided to create virtual stores as an alternative to physical stores. This article aims to analyze the factors influencing this strategic decision and its impact on business performance among major retailers in the United Kingdom, France, and Spain. Through binary regression and analysis of variance results show that the adopti...

Fashion retailers have been intensively involved in internationalization processes, leading to an upsurge of some global fashion brands. Notwithstanding, internationalization processes may differ across retailers and also their results in their overseas ventures. This paper aims at shedding additional light on fashion retail internationalization, p...

The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes which determine it. After reviewing the relevant literature, the present paper proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance...

In recent years, there has been a marked trend towards internationalization by large retail companies. The literature stresses that this process of internationalization of distribution presents differential characteristics compared to the expansion of foreign markets by manufacturers. However, differences in the tendency towards internationalizatio...

There is broad consensus about the benefits of information and communication technologies (ICT) for distribution channel members. Notwithstanding, it has been pointed out that there is a need to adjust investment to what is strictly necessary. In this vein, this chapter attempts to analyze the level of use and assessment as well as the differences...

Purpose The purpose of the paper is to contribute to the knowledge of how relationship value, trust, commitment, satisfaction and loyalty intentions are defined and relate to each other. It explores these relationships in the business‐to‐business (B2B) context by analysing manufacturing companies regarding to their main supplier. Design/methodolog...

The application of information technologies (IT) to logistics activities may have benefits beyond cost savings, as it can create bonds between the supply chain partners. The objective of this paper is to analyse the influence of customer orientation on the application of IT to the supply chain and of these on the development of channel relationship...

The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes which determine it. After reviewing the relevant literature, the present paper proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance...

Las organizaciones desarrollan sus actividades en un entorno crecientemente cambiante, donde las innovaciones tecnológicas tienen un papel clave en las relaciones entre empresas participantes en la cadena de suministros. Desde esta percepción, el objetivo de este trabajo consiste en analizar cuál es el papel de la implantación de tecnologías de la...

In recent years, ports have experienced a period of significant growth and development along with intense inter-port rivalry as a consequence of intermodality and hinterland development. It is therefore vital that port management bodies define and implement suitable strategies. This paper aims to adapt the benchmarking technique to the sphere of po...

This paper highlights the importance of adopting a strategic approach to shopping centre management as competition in the industry becomes more intense. The starting point is a reflection on the sources of competitive advantage for a shopping centre. This is complemented by an empirical investigation aimed at managers of Spanish regional shopping c...

This paper describes the evolution of research in retailing comparing three different geographic regions: Spain, Europe and the USA. Working on the basis of a bibliographic review of the academic research published between 1996 and 2000, together with a content analysis, the results of this study reveal a heterogeneous evolution in nine thematic ar...

Este trabajo presenta una revisión bibliográfica de la investigación académica sobre distribución comercial publicada en España en el horizonte temporal de 1990 a 2000. Tras una revisión de los trabajos sobre el estado de la cuestión de la investigación en marketing, y las aportaciones más específicas en el campo de la distribución comercial, prese...

This paper highlights the relevance of implementing a segmentation strategy in shopping-centres as their competitive environment becomes more turbulent. We have undertaken empirical research that uses the methodology of consumer choice modelling, as a way to ascertain the determinants of shopping-centre preference, which should form the base of str...

Estudio documental. Metodología del estudio. La calidad desde el punto de vista del comprador murciano. La calidad desde el punto de vista del comerciante. Actuaciones del comercio con respecto a la calidad. Resultados obtenidos por el comercio murciano con respecto a la calidad. Impacto de la calidad sobre la competitividad del comercio. Recomenda...

The cinema exhibition sector in Spain, as well as in the rest of Europe, is a dynamic sector characterised by the present growth of multiplexes and consumer demand after a long period of decline. These changes make it relevant to analyse the cinema attendees' profile from a marketing perspective. To this end, we have developed an exploratory study...

La extraordinaria difusión de Internet y, sobre todo, su potencial de desarrollo supone un hito para la comunidad empresarial mundial, dado que la nueva forma de producir, distribuir y comunicarse con el mercado que ofrece esta tecnología se configura, simultáneamente, como una amenaza y como una oportunidad, al modificar las estructuras de poder d...

En este artículo se examina la reestructuración del sector de la distribución en Europa como base para comprender los cambios que están teniendo lugar en España. Los principales factores determinantes de la rápida transformación que está teniendo lugar son los cambios sustanciales en los hábitos de los consumidores, las estrategias, los formatos y...