Rafael Currás Pérez

University of Valencia | UV · Departamento de Comercialización e Investigación de Mercados

The purpose of this chapter is to analyse how the dimensions of service quality affect cognitive, affective and behavioural customer brand engagement. The chapter showcases the success story of a leading car dealership in Jordan demonstrating practical applications and outcomes. A questionnaire was answered by a sample of 602 customers who purchase...

Given the increasing competition and the impact of digital media in the automobile industry, dealerships need to understand the antecedents of customer happiness and brand love. The goals of the study are to analyse the combined influence of the cognitive and affective drivers of brand love for high-involvement products and its effects on behaviour...

The goal of this chapter is to understand how customer orientation may affect car brand loving clients´ attitudes and behaviours during their customer journey. This research provides insights, in the context of the automobile industry, into (i) how customer orientation can enhance customer delight and customer brand love and (ii) the effects of cus...

Purpose This work proposes a framework that attempts to explain the connection between the dimensions of consumer perceived corporate social responsibility (social, environmental, economic), firm trustworthiness and firm reputation, using market level of development as a moderating factor. Design/methodology/approach Mexico and Spain were selected...

Purpose – This research has three objectives: to identify whether there are motivational differences between attending live and online music festivals, to know whether these motivations vary according to the sociodemographic characteristics of the attendees, and to analyse the perceived value-satisfaction-behavioural intention chain for both types...

This work analyses the effect of influencers on tourists’ behavioural intentions, considering both how tourists process persuasive information and the relationship between the vlogger and receiver. Three theories are applied: the Information Adoption Model, social identity theory and parasocial interaction theory. An empirical study was conducted b...

Purpose This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e....

Purpose This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity. Design/methodology/approach The authors performed a quantitative study with 433 international tourists and social media users using an online survey and structural equation modeling. Findings The re...

Un estudio realizado en el Tec de Monterrey muestra cómo la responsabilidad corporativa percibida por los consumidores en aspectos económicos y sociales mejora su confianza y su actitud hacia las marcas. Sin embargo, los aspectos de responsabilidad ecológica no.

The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric paradigm. Under this model, PCSR comprises three dimensions: economic, social, and environmental. Accordingly, a system of 1...

Esta investigación analizó la relación entre religiosidad, norma subjetiva y efectividad percibida del consumidor en la intención de compra de productos socialmente responsables. La investigación empírica se basó en un cuestionario repartido, en igual proporción, a 485 personas ubicadas en Colombia y España. Para su evaluación se realizó un modelo...

This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main...

Electronic word-of-mouth (eWOM) in social media has become a key tenet for both consumers, and tourism and hospitality service providers. On the one hand, consumers can learn from other consumers´ experiences about companies and services. On the other hand, tourism and hospitality service providers can inform consumers about their offers in an inte...

Purpose This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence. Design/methodology/approach The data were collected from 830 Spanish Tripadv...

Despite an increasing academic attention towards both gamification and competencies-based education, little is known about Higher Education teachers’ beliefs regarding the use of gamification to develop students’ competencies. To fill this research gap, concept mapping was used to cluster teachers’ beliefs in 4 dimensions regarding the use of gamif...

Brand choice remains under review in the context of service provision. Drawing on schema theory and persuasion theory, this study tests how, in online reviews, valence (positive vs. negative), content style (general vs. specific), and destination familiarity interact and influence digital destination image (DDI) and intention to visit a tourist des...

Purpose: This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach: We propose a theoretical model e...

Purpose The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switch...

This study analyzes the influence of consumer-perceived dimensions of corporate social responsibility (CSR) from a sustainable development approach (i.e. economic, social, and environmental) on the dimensions of perceived value (i.e. utilitarian, emotional, and social value). The study also analyzes the moderating effect of perceived consumer effec...

Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality a...

The aim of this paper is to determine whether perceived risk moderates the antecedents of customer retention in online travel purchasing or, whether, on the contrary, those antecedents explain predisposition to repeat purchase from a website, whatever the level of risk. The impact of perceived risk as a moderator of the influence of website reputat...

The aim of this research is to develop and validate a measurement scale for consumer’s perceptions of corporate social responsibility (CSRConsPerScale) using the three-dimensional social, environmental and economic conceptual approach as a theoretical basis. Based on the stages of measurement scale creation and validation suggested by DeVellis (Sca...

Gamification is gaining momentum as an educational innovation to motivate and to engage students in their learning process. Nevertheless students' beliefs towards educational methodologies can affect both their motivation and attitude towards a given educational methodology. This study main goal is to explore key drivers of students' attitude towar...

Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction. In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfact...

Information and Communication Technologies (ICT) provide new methodological and didactic opportunities to encourage universities to develop alternative pedagogical methods to the traditional classroom. As college education professors attempt to engage the Web 2.0 generation of learners, use of innovative resources based on both video and text such...

The present work aims to gain further knowledge regarding the influence of consumer commitment on loyalty in traditional and low-cost airlines. A survey of 592 consumers of traditional and low-cost carriers demonstrates that commitment is built on the basis of trust and identification, which are in turn driven by corporate reputation in both types...

This study analyzes how consumers’ general attitude towards distributor brands, the perception held by the individual on the quality differences between distributor and manufacturer brands, as well as the anticipated satisfaction with the product are key variables for explaining the intention to purchase durable goods with distributor brands. As a...

Purpose – The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory. Design/methodology/approach – A quantitative study was carried out with data gathered by personal interview using a structured questionnaire. Relationships proposed in the th...

The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergradu...

Corporate Social Responsibility (CSR) actions may improve brand value. However, consumers should previously be aware of these actions and its communication should project a social motivation of the firm. This paper focuses on these two requirements by analysing the relationship between CSR actions awareness and brand value. The moderating role of a...

Purpose The aim of this paper is to analyse the determinants of social networking site loyalty, paying special attention to the roles of user attitude, perceived risk and satisfaction. Design/methodology/approach The impact of uses and gratifications of social networking sites, attitude, perceived risks and satisfaction on social networking site l...

La publicidad a través de videojuegos está adquiriendo un creciente protagonismo como herramienta de las comunicaciones de marketing de las organizaciones. Ya sea mediante el uso del emplazamiento de producto en videojuegos, del in-game advertising o del advergaming, la utilización de los videojuegos como herramienta de las comunicaciones de market...

The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct anteced...

A literature review is conducted on the formation of Consumer-Company (C-C) identification states and their influence on consumer behavior. Based on the management and marketing academic literature contributions published during the last four decades, C-C antecedents and consequences are identified, classified and explained. The survey thus conduct...

Purpose The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context. Design/methodology/approach A th...

Scholars and practitioners widely assume that consumer satisfaction with purchase experience on a website will increase loyalty to this website. However, the present work posits that this relationship is more complex than it first appears because the above mentioned relationships are moderated by consumer-perceived risk. In this sense, an empirical...

Resumen: Los advergames son videojuegos orientados a la comunicación publicitaria. Su naturaleza de mensaje hí-brido, al combinar contenido publicitario y contenido de entretenimiento, aporta interesantes posibilidades al desarrollo de comunicaciones de marketing en un entorno mediático en el que la publicidad tradicional ha ido perdiendo eficacia....

Dissatisfied customers due to a service failure probably will switch the provider, will complain and/or will spread negative word-of-mouth. However, to what extent some specific emotions triggered by dissatisfaction can mediate between the latter and the previous mentioned behaviours? A sample of 359 users of restaurants and 308 users of hotel serv...

This article aims to develop an improved model for consumer acceptance of mobile competitions and prize draws announced on television programmes. Findings obtained from a sample of 396 Spanish mobile shoppers show that SMS compatibility influences directly and positively perceived SMS ease of use, perceived usefulness and attitude towards participa...

The main purpose of this paper is to analyse the role of information quality as a mechanism for reducing virtual shopping perceived risk and inducing greater online purchase intent. In this way, a theoretical model is presented which explains the inverse relation of information quality (referred to product and transaction-associated services) and p...

Purpose The purpose of this paper is to analyze the role of interactivity with television (TV) personalities and audience members as mediating variables between teleshopping genre dependency and teleshopping behavior, and to identify the moderating effects of televiewers' instrumentalist behavior on teleshopping. Design/methodology/approach The Me...

Mediante la exploración en profundidad de la literatura relevante de los últimos treinta y ocho años, este trabajo pretende dos objetivos principales. Primero, identificar, revisar y sintetizar las teorías empleadas en la literatura para el estudio de la Responsabilidad Social Empresarial (RSE), exponiendo tanto sus preceptos fundamentales como las...

The epistemological evolution of Corporate Social Responsibility (CSR) within the management literature is analyzed from 1972 to 2006 to update and extend previous state-of-the-art research by de Bakker, Groenewegen and Den Hond (2005 and 2006). Results of the content analysis of 1082 featured articles published in indexed journals reveal that, in...

Based on an in-depth review of relevant literature published in the last 38 years, this work has two main objectives. First of all, it is aimed at identifying, reviewing, and synthesizing theories used in the literature for studying Corporate Social Responsibility (CSR). It discusses both the fundamental premises and the main criticism to which it...

Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper clarifies the concept of advergame, analysing the diffe...

Nowadays, television media has evolved into an important channel of direct selling that brands and advertisers are exploiting. Many technological changes (e.g., digital television appearance or the integration of Internet in the TV medium and mobile technology) have increasingly led to consumers see television as a channel for purchasing products a...

The main purpose of this research is to analyze the role of consumer identification with the company and consumer involvement with the social cause in consumer behavioural responses to Cause-related Marketing. A theoretical model was empirically estimated based on data taken from 595 consumers of insurance and personal hygiene products and using st...

This research extends previous findings related to the positive influence of company credibility on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes the mediating role of two dimensions of company credibility (trustworthiness and expertise) with regard to the influence of altruistic attributions and two types of brand...

Purpose The purpose of this paper is to determine whether management‐ and marketing‐salient literature focused on corporate social responsibility (CSR) and related issues has evolved from 2003 to 2006, both quantitatively and qualitatively, and to learn which of three competitive epistemological evolutional views (progressive, variegational, normat...

Este artículo tiene dos objetivos generales: primero, revisar teóricamente las nociones de identidad e imagen corporativas, destacando sus diferencias y exponiendo las inconsistencias conceptuales que existen en la literatura académica sobre marketing corporativo; segundo, examinar la interrelación entre ambos, con énfasis en el papel de la cultura...

The most recent epistemological evolution of corporate social responsibility (CSR) is analyzed to extend previous state-of-the-art research by de Bakker et al. (2005 and 2006) both in management and marketing literatures. A three judges based Content Analysis of 570 papers published from 2003 to 2006 in indexed management and marketing journals sho...

This research shows the mediating role of Consumer-Company identification in the way CSR and CA associations perceived by consumers in a CrM campaign influence behavioural responses referred to the brand (i.e. purchase intent) and the social cause (i.e. support to Non-Profit Organisation). For this, a theoretical model was estimated empirically bas...

The main purpose of this research is to study whether the behavioural responses of consumers to a failed service are different according to the emotions they experience. Specifically, the paper analyzes the effect of anger and regret on consumers complaining behaviour, post purchase behaviour and the importance attached to different potential servi...

El objetivo general de esta investigación es analizar si las respuestas comportamentales de los consumidores ante un servicio insatisfactorio difieren en función de las emociones que éstos experimentan. En concreto, se analiza la influencia del enfado y del arrepentimiento sobre el comportamiento de queja del consumidor, su comportamiento post-comp...

This research analyses the influence of the perception of Corporate Social Responsibility (CSR image) on consumer–company identification (C–C identification). This analysis involves an examination of the influence of CSR image on brand identity characteristics which provide consumers with an instrument to satisfy their self-definitional needs, ther...

Purpose The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations. Design/methodology/approach This is a quantitative study. Data have been collected through persona...

The main aim of this research is to determine if marketing-salient literature focused on corporate social responsibility (CSR) has evolved from its origins to 2006, both quantitatively and qualitatively, and to learn which of three competitive epistemological evolutional views better fits to CSR evolution. A content analysis-based empirical examina...

The paper focuses on the mediating role of consumer identification with a company in the effect of corporate social responsibility (CSR)-based perceived identity on consumer behaviour. More specifically, it deals with the direct and indirect influences of identification with a socially responsible company on purchase intent, through two affective v...

This is a summary of the author’s PhD Thesis, supervised by Enrique Bigné Alcañiz and defended on November 23rd, 2007 at the Department of Marketing of the University of Valencia (Spain). The thesis is written in Spanish and is available from the author upon request. This research work deals with the role of image and consumer–company identificatio...

¿Están justificadas las inversiones en actividades de comunicación que tratan de posicionar a la marca como entidad socialmente responsable? Tanto en el mundo académico como en la práctica empresarial siguen existiendo dudas respecto a si la Responsabilidad Social Corporativa influye en el comportamiento de compra de los consumidores, y si es así,...

Are investments in communication activities which try to position the brand as a socially responsible entity Justified? There still exist both In the academic world and In the managerial practice some doubts with regards to whether the Corporate Social Responsibility influences the consumer's purchase behaviour, and being it so, through which mecha...

Mediante a exploração em profundidade da literatura relevante dos últimos trinta e oito anos, esse trabalho visa dois objetivos principais. Em primeiro lugar, identificar, rever e sintetizar as teorias utilizadas na literatura para o estudo de Responsabilidade Social Empresarial (RSE), expondo seus preceitos fundamentais como as principais críticas...