Natalia Vila

Natalia Vila
University of Valencia | UV · Markteing

Professor

About

132
Publications
84,736
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1,827
Citations
Additional affiliations
January 1994 - present
University of Valencia
Position
  • Professor

Publications

Publications (132)
Article
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...
Article
Full-text available
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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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...
Article
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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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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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...
Article
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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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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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...
Article
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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...
Article
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...
Article
Full-text available
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...
Article
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...
Article
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...
Article
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...
Article
Full-text available
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...
Article
Full-text available
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...
Article
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...
Book
Full-text available
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...
Chapter
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.
Article
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...
Article
Full-text available
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...
Article
Full-text available
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
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...
Article
Full-text available
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...
Article
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...
Article
Full-text available
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...
Article
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...
Article
Full-text available
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...
Article
Full-text available
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...
Conference Paper
Full-text available
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...
Article
Full-text available
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...
Article
Full-text available
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...
Article
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...
Article
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...
Article
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...
Article
Full-text available
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...
Article
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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...
Article
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...
Chapter
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...
Article
This research was developed with the aim of analyzing the three effects that a proper planning of sales training programs can exercise: (i) on sellers' results perceived by their sales managers; (Ii) on sellers' performance, perceived by their sales managers and, (iii) on the leadership skills' of sales managers' with their sellers. Additionally, i...
Article
Purpose – The purpose of this paper is to prove the existence of significant differences between private and public corporate credibility antecedents and effects. Design/methodology/approach – Totally, 816 Spanish viewers’ valuations were obtained (408 for the public television network and 408 for four private first generation broadcasters). Resul...
Article
Purpose – The purpose of this paper is to give some recommendations about how to design a low fat food aliment packaging. Design/methodology/approach – A review of previous studies that have analysed food packaging decisions considering personal and product influences was done. Findings – For low fat foods, a good or a poor performance is not suf...
Article
Purpose – The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring th...
Article
A conceptual model is proposed to show 3 effects of augmenting security perceptions (more pleasure, less perceived risk and higher trust) in order to improve buying intention. The role of usability in reinforcing these direct and indirect security effects has also been tested. This study examines the reinforcement of previous relationships in highl...
Article
Full-text available
The present work analyzes the background and effects on the satisfaction in the retail distribution field. As background, the role of the strategies developed by the manufacturer is reviewed: (i) image and product sold, and (ii) servuction process (before, during and after the sale). As effects, loyalty is approached using two indicators: (i) inten...
Article
Desde el presente trabajo se ha estudiado la reputación corporativa para un ámbito concreto: el de las cadenas televisivas en España. Precisamente en el sector de las empresas de radiodifusión, y más concretamente en el contexto de las cadenas televisivas, el término de reputación corporativa cobra especial relevancia. La proliferación de medios y...
Article
Purpose ‐ This paper aims to investigate the export strategy of international business by explicitly comparing exporting firms with the non-exporting ones, given that they supposedly differ due to the presence of organizational export barriers. Design/methodology/approach ‐ This study uses a database with more than 55,000 registered enterprises fro...
Article
Purpose – One of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. Design/metho...
Article
This work has studied corporate reputation in a specific sphere: television chains in Spain. It is precisely in the radio broadcasting enterprise sector, and more concretely, in the context of television chains that the term corporate reputation takes on a special relevance. The proliferation of media and continual audience fragmentation during the...
Article
Full-text available
Increasing competition is facilitating the implementation of brand management in many media industries, whose participants need to establish a clear and memorable brand image. In this context, this research was developed, based on 816 evaluations to explain the antecedents of optimum corporate credibility and its effects from the consumer's point o...
Article
Purpose - A company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corpo...
Article
By combining international entrepreneurship and marketing aspects, this work attempts to emphasise the importance of relational knowledge in international new ventures by studying the influence of network market orientation on the international results obtained by these firms. The results obtained in the comparison with the proposed structural equa...
Article
The chapter's main aim is to provide evidence for the need to differentiate consumer behaviour exemplified by drinking patterns and the various factors influencing these patterns as to different European clusters. These clusters emerged from the empirical research stage of the COBEREN project. They are compared to currently well-known European clus...
Article
The fact that a political party is perceived as innovative by the support of new technologies increases its appeal. This innovation can specify in the different electronic services and improving the visual appeal of the party and its candidates through its Web functionality. In this paper we study to what extent the innovative aspects of the Web fr...
Article
The interest of this research is intended to advance the understanding of the effect of teachers' behavior on students' performance and satisfaction. Thus, investigation focuses on orientation and burnout / engagement of the teacher, and the effects that such orientation has on students' performance. With a sample of 45 teachers and 932 students, a...
Article
El presente estudio persigue avanzar sobre el conocimiento del rendimiento académico del estudiante. Concretamente, y siguiendo la propuesta de Fenollar, Cuestas y Román (2006), se plantea un modelo integrador de las teorías que explican el rendimiento académico del estudiante; entendido éste como el aprendizaje percibido y la nota esperada por el...
Article
Full-text available
Worker burnout and burnout syndrome have shown great importance in the field of sales. However, another stream of literature has focused on its opposite concept: worker engagement. The present paper deals with the antecedents and effects of an integrative concept of both opposites, named burnout-engagement. To do this, a study of 107 retailers from...
Article
The focus of the present paper was to identify the key role of usability in SME’s Website design. A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. The model is founded on the relationships between usability, perceived risk, pleasure attitudes and buying intention. To test our mo...
Article
Full-text available
Debido a que los medios tradicionales están siendo saturados con mensajes publicitarios, las organizaciones buscan nuevos formatos de comunicación. Uno de ellos es el product placement en videojuegos. Por ello, en el presente trabajo se desarrolla con tres objetivos. Primero, desarrollar una escala de emociones adaptada al tema que ocupa esta inves...
Article
Full-text available
El uso de las redes sociales, como estrategia publicitaria del minorista, favorece la comunicación interactiva de la marca y sus productos y motiva las compras, en la web 2.0, produciéndose una revolución en el paradigma estimulo-respuesta del siglo XXI. El trabajo analiza la potencialidad de la interactividad como estrategia de marca en las redes...
Article
The present paper is based on the results of seven consumer focus groups developed in Spain. The results are interpreted using an ethnographic summary of each focus group (qualitative approach) and a systematic coding procedure (quantitative approach). The research pursued two major objectives. Firstly, to identify the key design variables for buil...
Conference Paper
Full-text available
Aunando aspectos procedentes del international entrepreneurship y del marketing, este trabajo trata de remarcar la importancia del conocimiento relacional en las nuevas empresas internacionales a través del estudio de la influencia de la orientación al mercado de la red en los resultados internacionales logrados por estas empresas. Los resultados o...
Article
A new strategic group of companies has appeared in Europe. This group, low-cost airlines, differs markedly from the traditional flagship companies. Focusing on a dynamic approach, the study discussed in this paper was developed to determine whether companies in different strategic groups adopted different price setting methods depending on which gr...