Natalia Vila

• Professor
• Professor at University of Valencia

Purpose This study examines how social influences (need to belong and fear of missing out) and the perceived credibility of health claims affect the intention to purchase foods with health claims. Design/methodology/approach Data were obtained from a web-based survey of 844 Spaniards aged 25 years and older, with sex and age quotas. Real product i...

Purpose This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences. Design/methodology/approach A survey was c...

The role of sports in place branding is growing interest in literature. To orientate future research on this topic, the present paper aims: (a) to measure the visibility and impact of the scientific production on the topic, and (b) to identify the scientific structure by research themes, as well as its evolution in two different periods. To this en...

Under the Theory of Self-Determination, this paper determines the moderating role of volunteers’ engagement in their motivation and retention. A study with 761 volunteers from different types of NGOs and SEM methodology shows that (1) higher levels of psychological need to feel competent are associated with higher intrinsic motivation, and (2) high...

Considering the Social Identity Theory in an experiential tourism destination and using a netnoghaphic perspective, this paper (i) analyses the main topics associated with an experiential tourism destination and (ii) studies the relationships among destination determinants (i.e., destination attachment, hedonic emotions, spiritual experiences, and...

Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its an...

Purpose This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are thes...

This study explores the UGC of two international sports events related to a country to analyse: (1) the way that two international sports events-related UGC vary across different social media, (2) the types of UGC, and (3) the differences in the social media use in different countries. Using the word Spain and hashtags of XLI Marathon Valencia 2022...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content. Design/methodology/approach A total of 1,7...

Purpose This paper first aims to examine associations between factors involved in business-to-business complaints management and results (satisfaction and loyalty) and analyses three types of distributors based on their cultural profile (domestic, low context and high context). Second, the paper investigates whether the identified associations rema...

Three main objectives guide this work: (i) to investigate to what extent the most relevant opinion leaders on three different sports events can contribute (positively or negatively) to brand a place (Spain) through their comments on four social media; (ii) to analyze to what extent visual reactions (emojis) of social media users are informative, po...

The role of virtual influencers has risen in popularity. However, the revisions on this are scarce and incomplete. In this framework, two main objectives guide this work: (i) to carry on a performance analysis to measure the visibility/impact of the scientific production on virtual influencers’ marketing (most cited authors, journals, and themes) a...

Purpose Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and...

Se pone en valor la relevancia del uso de las nuevas tecnologías en la formación en ventas, destacando los beneficios para vendedor y empresa de la formación efectiva en ventas. Con 159 agentes del sector asegurador mexicano y el uso de ecuaciones estructurales, concluimos que, en dicho sector, las TICs juegan un papel destacable en la formación ef...

In the sports industry, artificial intelligence has become a powerful tool for sports managers interested in getting private sponsorships and for DMOs interested in branding a place. In this scenario, two main objectives guide this chapter (1) to generate a ranking of the leading Spanish marathons based on their presence on the four most important...

Nowadays, consumer ethics represents a relevant field of review. There have been some attempts to conduct literature reviews; however, these have been few and incomplete. For this reason, this paper follows two main objectives: (1) to develop a performance analysis to measure the impact/perceptibility of academic production on consumer ethics (most...

In developed countries, the decrease in the birth rate and the proliferation of smaller families favor the increasing presence of pets at home. Thanks to pet adoption initiatives, many homeless animals are adopted by families in shelters each year. The multinational company Mars Petcare is one of the leading dog food producers worldwide. This compa...

This research analyses how high emotional cause-related marketing claims influence attitudes and viral behaviors. With a SEM and an international sample of 1,232 respondents (Spain, England, and Ecuador) exposed to a video viral cause marketing stimulus, analysis shows, from a global international perspective (1) the influence of emotions on attitu...

Purpose Fashionable brands need to develop brand attachment so that their consumers become fans and act as apostles by recommending them. But how can companies develop brand attachment? This paper aims to investigate, on the one hand, the role of four drivers of brand attachment (perceived quality, brand personality, credibility and awareness) and...

The aim of this study is to explore the perceptions and emotions of the sports-fan tourists experienced during a mega sport event to analyse the influence exerted by a sports event on a sponsoring brand. An empirical study was performed by collecting information from 364 sport-fan tourists during the Formula 1 Grand Prix of Europe. Results show tha...

El estudio se centra en los fans que acaban de asistir a un gran evento deportivo. Se investigan las relaciones entre emociones, valor transferido del evento al patrocinador oficial, satisfacción, lealtad y respuesta al patrocinio. Una muestra de 364 fans que asisten al Gran Premio Teléfonica de Europa de Fórmula 1 responden a una encuesta a la sal...

Purpose This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer associatio...

Purpose The positioning of a tourism destination can easily change due to external uncontrolled factors, such as a pandemic. In this scene, the purpose of this study can be summerized in two main points: to investigate the main topics associated with a religious tourism destination (Vatican City) before and from the pandemic crisis, and to identify...

Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and...

Purpose In the context of Brexit, this study aims to analyse whether the worsening of the UK’s image might have triggered: worse feelings towards the tourism workers and a decrease in the final intention to travel to the UK. This paper compares responses from high and low-context tourists to identify at which target the reactions are more intense....

Purpose The aim of this paper is the analysis of teenage consumers with varying degrees of healthy and unhealthy lifestyle habits and different healthy and unhealthy eating behaviours and food involvement, and its effects on packaging cues. At the same time, the paper tries to analyse the moderating role of gender. Design/methodology/approach With...

Although the topic ‘complaint’ has been the subject of numerous studies, the present article stands out for examining the conceptual, social, and intellectual evolution of this field of research through a longitudinal global analysis from 1900 to 2019. Additionally, a comparative analysis of four different periods of time was developed. To this end...

Media fragmentation represents new challenges for product placement strategies to become an increasingly effective way to reach consumers and non-users. In this frame, this paper has been developed with three main objectives: (i) to carry on a performance analysis to measure the visibility/impact of the scientific product in product placement (most...

Having a healthy lifestyle is one of the main personal goals, and multiple behaviors can be used to achieve this goal. However, people do not always develop appropriate health behaviors. One of the consumption alternatives is the use of complementary and alternative medicine (CAM), which has been increasing significantly in recent years, although n...

Sharing economy research has risen exponentially during the last 4 years. Although several theoretical revisions on this topic have been developed, a conceptual analysis based on bibliometric techniques and science mapping tools is lacking. Within this framework, this article has two aims: (i) to carry on a performance analysis to identify the outs...

Purpose Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in modifying product attitudes and purchase intention (consequently, eating habits). In this frame, the first objective is to analyze the role of three antecedents on att...

Because most consistent findings from previous studies have found the inconsistency between consumers' statements and their behaviour, this paper analyses diverse young consumers’ responses that can affect their low‐fat food purchase intentions. The main objective is to evaluate the differences in the orientation response (OR) between two product c...

This research intends to advance the understanding of the university teacher-student relationship in the context of teachers’ market orientation with the aim to improve students’ performance. Thus, the study is articulated on three axes: the students’ performance approach, the relationship among diverse aspects of teachers, and, fi nally, the effec...

This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain hea...

El trabajo pretende identificar grupos de turistas de un evento deportivo, el GP Europa de Fórmula 1, con relación a su motivación para el consumo deportivo y características básicas que definen dichos grupos para conocer los perfiles de turista de un gran evento deportivo. Para caracterizar a los sujetos se utilizó el análisis clúster con una mues...

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the ca...

Purpose The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This analysis covers from the first paper published on this topic (in 1956) to the last papers published in 2019. Design/methodology/approach A total of 1,170 scientific papers...

Purpose The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic...

Background A firm must identify its key competitors (those that belong to the same competitive group), especially when operating in highly competitive industries, such as drug products. Experts who prescribe products to the final consumer play a crucial role in identifying the key competitors of a firm. In this context, the present paper aimed to d...

Purpose This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries. Design/methodology/approach To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, n.d.), and this info...

This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sa...

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the var...

The aim of this study is to investigate the influence of travel motives and regional tourism destinations on positive/negative engagement with a destination management organisation (DMO). According to previous literature, travel motives were classified as push and pull motives, and regional tourism destinations were classified by tourist demand beh...

Purpose Complaint management is at the heart of customer relationship management. While many studies have analyzed a client’s complaint behavior in business-to-business (B2B) relationships, there is a lack of research in the study of complaints by distributors from different countries. The purpose of this paper is to explain the following two main...

The present study focuses on the identification of profiles of CAM believers and/or users. Using data from the Spanish CIS Barometer (2018) and a sample of 2486 Spaniards, a hierarchical and non-hierarchical cluster analysis and discriminant analysis have been performed. Profiles of people with a high level of belief in CAM and/or CAM users were id...

Public managers need to improve city residents’ quality of life as a first step to boost its tourism development. Marketing strategies can play a useful role, as the city marketing theory states. The present article aims to compare the efficacy of two marketing strategies embedded in a public mega-event: (a) an experiential strategy, based on emoti...

Purpose The rise of non-governmental organisations (NGOs) during the last decades has made the volunteer a key element. Motivation and satisfaction have been indicated as predictive indices of their retention. The purpose of this paper is twofold. On the one hand, it seeks to better understand the motivations of the volunteers, addressing the effec...

Purpose The experiences are the basis of the tourist sector and the creation of unique and unforgettable ones allows the differentiation from the competition. The purpose of this paper is to analyze the effects of the experience when visiting a zoo on our emotions and how they influence our (positive and/or negative) behaviors and to investigate wh...

This paper studies the influence of time frames (posting day and posting time) and seasonality (low, medium and high) on positive/negative engagement in a Destination Management Organization (DMO) on Facebook. A content analysis was carried out on 639 posts, 178,913 audience reactions to such posts and 5330 comments. These posts were shared 45,194...

Marketing low fat products has to pay attention to both, personal variables and packaging design variables. On the one hand, personal factors such as socio-demographic characteristics (age, gender, income and education), involvement, time pressure, motivation and lifestyle affect food-buying process. On the other hand, packaging variables such as c...

Purpose The purpose of this paper is to analyze differences in airlines service quality perceptions (service content) and visual communication styles (service form) between passengers from a high-context (HC) culture (Iraq) and from a low-context (LC) one (Germany). The theoretical support is based on Hall’s (1976) theory about cultural influences...

Purpose The relevance of marketing to explain financial success has been seldom investigated. In this scene, the purpose of this study is to analyze whether the correlations between four marketing strategies and seven financial measures has increased (or not) over time. Design/methodology/approach To reach these objectives, secondary information a...

Purpose The purpose of this study is twofold: to analyse the influence of both individual and environmental factors in order to explain alcoholic spending and to identify different groups of alcoholic beverage shoppers. Design/methodology/approach For the research, an online questionnaire was distributed among 1,023 Spanish participants of age m...

This research was carried out to examine the role of brand capital in higher education through university lecturers. For this purpose, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a...

Las marcas invierten mucho para promocionarse y generar credibilidad en sus consumidores para que estos sientan apego hacia ellas, ya que el apego influye en la intención de compra. Este estudio pretende determinar si es suficiente la notoriedad de marca, o se necesita credibilidad para generar apego hacia las marcas. Para esto se realizó una inves...

Because packaging has become an important marketing tool, firms must know what type of packaging can affect consumers' packaging cues. Also, still today there is little attention paid to the relevance of educating millennials about the importance of a healthier lifestyle and eating. The aim is to analyse the effects of young consumers with varying...

Brand implies more than just the producer’s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can...

Quality of life can be achieved improving certain subjective factors, such as attitudes, rather than emphasize objective factors. The born of this concept and the concern to use systematic and scientific methods for its evaluation are relatively recent.

The objective of this research is to identify which are the key variables for designing a message in a social network that can be used by an advertiser to generate Positive/Negative Engagement. The message’s design variables have been classified into four main groups: (i) Message Tools (presence of text, images, video, labels, applications, interac...

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido...

La construcción de marca supone una evolución empresarial sin precedentes a la que toda organización debe adherirse si quiere seguir compitiendo en un entorno en el que cada vez se le da más importancia a la intangibilidad, los sentidos y las experiencias de compra y consumo. Así, muchos directivos se refieren a la marca como algo más que la mera o...

This paper investigates the relationships among food choice motivations and the relevance of packaging elements (visual and informative elements) in the adolescent market. In addition, these relationships are re-tested in two different frameworks: high-involved consumers and low-involved consumers. 590 young consumers between 13 and 17 years were i...

Purpose To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly li...

Today, it is a priority to predict what consumers will choose at the point of sale where there are more and more competing brands. But what kind of consumers' information can be used for that purpose? This paper compares the power of physiological responses (unconscious responses) and self-report/verbal responses (conscious responses) towards produ...

This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause-related marketing campaign (ii) to test the effectiveness of viral videos promoting a social cause (intention to share through social networks); (iii) t...

From a public administration approach, alcohol consumption is responsible for 3.8% of overall mortality. From a private approach, companies in the alcohol industry are faced with increasing competition, which forces them to focus their business more while promoting responsible consumption. In this scene, an empirical investigation was carried out t...

Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a health...

This research was carried out to examine the role of brand capital in higher education through the university students. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher educat...

Health/nutrition food claims are increasingly used in the food industry but firms still require deeper research to develop a better understanding of consumers in the low-fat food market. In pursuit of this goal, this paper analyses the influence of projected consumer personality on healthy claim credibility, Perceived product health, physical appea...

Entering a newly liberalized market is a great challenge for companies as the environment is new and untested. On one side, to have success in these markets, firms must have a plan of action before resources are committed. Entrepreneurial orientation (EO) is associated with the successful exploration of resources and the creation of new niches as t...

Packaging is a relevant tool when adolescents and young adults search for low-fat and healthy foods. However, the power of a packaging is not homogenous. In this framework, two main objectives guide our work: (i) to investigate to what extent visual cues (size, colors, images etc.) are more important than informational cues (label); (ii) to analyze...

Background: Low-fat and low-sugar foods, marketed as health promoters, offer an interesting avenue for consumers to pursue a healthier life. Despite the relevance of educating adolescents about the importance of a healthier lifestyle, even today little attention is paid to this issue. The aim of this paper is to analyse adolescent consumers with va...

Purpose: This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized - a topic that has been little studied to date. Design/methodology/approach: We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event...

This research is done in order to examine the role of the brand capital in higher education. For this purpose, we analyze the main contributions of the literature related to the study of the brand capital and its application in the educational sector, identifying which variables determine the brand capital in the higher education sector. Once we es...

Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic...

The main goal of this study was to examine the interaction between team members’ performance and interactional justice climate in predicting mutual trust between managers and team members. A total of 93 small centers devoted to the attention of people with intellectual disability participated in the study. In each center, the manager (N = 93) and a...

The present paper tries to study the impact of online services level in contexts where transactions have not been done yet, through the adoption of a formative approach. In this scene, the present research considers two main dimensions of online services (pre-purchase services and transaction-related services) in a context of clothing purchasing pr...

This paper investigates, first, to what extent adolescents highly involved in food are more worried about weight control and health than less involved adolescents. Second, it studies the impact of both food choice motivations on food packaging relevance, considering both, visual and informative packaging cues. Finally, these relationships are re-te...

This paper compares two manufacturer strategies focused on their retailers: (i) product strategy and (ii) service process strategy (before, during, and after selling). Additionally, the role of time in the manufacturer–retailer relationship is measured, testing the relevance of both strategies: before and after a loyalty programme. To this end, a s...

El objetivo del estudio es proponer un modelo teórico basado en el comportamiento del turista deportivo y las teorías de patrocinio deportivo. Tras un exhaustivo análisis de la cuestión, este modelo recoge tanto la transferencia de valor y experiencia entre el evento y el patrocinador como los antecedentes del comportamiento del visitante de un gra...

La presente investigación se desarrolla con el objetivo de analizar los efectos que una adecuada planificación de la formación en ventas es capaz de ejercer en tres ámbitos: (i) el rendimiento percibido de los vendedores por parte de sus jefes de ventas; (ii) el desempeño percibido de los vendedores por parte de sus jefes de ventas y (iii) la cap...

Las facilidades de compra online que proporcionan las redes sociales son un reto que han de asumir los minoristas en estos tiempos de variedad y complejidad del mercado y de retroalimentacion de los consumidores en plataformas digitales. El paradigma estimulo-respuesta y/o aceptacion –adopcion supone un reto para los e-retailers en un universo de n...

La presente investigación se desarrolla con el objetivo de analizar los efectos que una adecuada planificación de la formación en ventas es capaz de ejercer en tres ámbitos: (a) el rendimiento percibido en los vendedores por parte de sus jefes de ventas; (b) el desempeño percibido en los vendedores por parte de sus jefes de ventas y (c) la capacida...

Este trabajo analiza los efectos de la internacionalización en el éxito de las empresas familiares, entendiendo el éxito como un constructo que engloba tanto los resultados empresariales (indicadores financieros, tales como ventas y beneficios), como indicadores de desempeño (satisfacción de clientes, calidad y reputación percibida, capacitación de...

The aim of the paper is to compare the national tourist from the host city of a major sport event with the international tourists. Therefore, starts with a global model of sport sponsorship based on tourist behavior model and theories of sport sponsorship. Results show that existed significant differences in some variables of the model of sport spo...

Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic...