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Papers by María Jesús Yagüe
Sustainability, 2020
Value co-creation by users in a virtual community is a key element of the community’s value and s... more Value co-creation by users in a virtual community is a key element of the community’s value and sustainability. This paper first analyzes the effect on co-creation behavior of (1) users’ altruism and (2) users’ interactivity with the different firms housed in the virtual community. It considers different sustainable co-creation behaviors based on intensity, distinguishing between moderate or high intensity, where recommendation of the service represents a moderate level of co-creation and co-innovation at a high level. Both behaviors are oriented not only to the firms housed in the virtual community, but also to the virtual platform itself. Second, the study proposes whether users’ perception of their expertise about the services and/or firms housed in the community exerts a moderating effect on the proposed modelling. Empirical contrast is performed using the virtual community TripAdvisor. This study contributes to current academic research on co-creation and sustainability. The re...
International Journal of Market Research, 2003
To enrich the limited and recent work in existence on relational phenomena in the consumer-brand ... more To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure of this concept is surprising given that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship; and (2) it is the most important attribute a brand can own. In this context, this research reports the results of a multi-step study to develop and validate a multidimensional brand trust scale drawn from the conceptualisation of trust in other academic fields. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented.
Journal of Brand Management, 2007
The International Review of Retail, Distribution and Consumer Research, 2013
ABSTRACT Previous studies in the area of marketing indicate that the service provided by retail f... more ABSTRACT Previous studies in the area of marketing indicate that the service provided by retail firms affects the purchasing behaviour of their customers and thus the sales and profitability that these firms achieve. In this sector, we observe that store brands are closely linked to the service provided by these commercial labels and play a very significant role in the configuration of the distributors' assortment and price positioning. This paper first identifies the determining aspects of the functional value of service, measured formatively by components of quality of service, convenience of the assortment, and price level. Second, it proposes a theoretical model of the effect of the functional value of the retail service on customers' loyalty to the commercial chain and their evaluation of the relationship that they maintain with the distributor. Finally, it examines the moderating role of propensity to buy store brands. Our investigation shows the importance of the functional value of service to the dependent variables studied, which are relevant to entrepreneurial management. Further, we confirm that there are significant differences between heavy and light buyers of store brands. Specifically, as the propensity to buy store brands increases, the value of service is explained to a greater degree by perceived price level and to a lesser degree by perceived convenience of the assortment.
The International Review of Retail, Distribution and Consumer Research, 2006
International Journal of Retail & Distribution Management, 2006
PurposeThe main aim of this research is to provide empirical analyses about the store brand manag... more PurposeThe main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturer's perspective, in the current context, which is one of intense competition between manufacturer and store brands. Particularly, this research pursues to analyse the profile of store brand manufacturers, their perceptions about the retail management of these brands and their own product management of the same.Design/methodology/approachA postal survey was carried out directed at manufacturing business units of mass consumer products in Spain. Multivariate techniques are used in the information analysis such as contingency tables, variance and principal component analysis.FindingsThe results highlight the differences between manufacturers and non‐manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising f...
European Journal of Marketing, 2009
PurposeThe purpose of this paper is to understand the intra‐ and inter‐category differences of th... more PurposeThe purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.Design/methodology/approachThe paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.FindingsThe paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.Research limitations/implicationThe main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models o...
Distribución y …, 2008
Las tecnologías de la información y de la comunicación (TIC) se pueden definir como cualquier ti-... more Las tecnologías de la información y de la comunicación (TIC) se pueden definir como cualquier ti-po de tecnología utilizada para recoger, procesar e intercambiar informa-ción entre los miembros del canal de dis-tribución. Estas TIC han evolucionado a lo largo de las últimas décadas ...
Journal of Marketing Management, 2007
Springer Proceedings in Business and Economics, 2015
The use of general descriptive names, registered names, trademarks, service marks, etc. in this p... more The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.
Sustainability, 2020
Value co-creation by users in a virtual community is a key element of the community’s value and s... more Value co-creation by users in a virtual community is a key element of the community’s value and sustainability. This paper first analyzes the effect on co-creation behavior of (1) users’ altruism and (2) users’ interactivity with the different firms housed in the virtual community. It considers different sustainable co-creation behaviors based on intensity, distinguishing between moderate or high intensity, where recommendation of the service represents a moderate level of co-creation and co-innovation at a high level. Both behaviors are oriented not only to the firms housed in the virtual community, but also to the virtual platform itself. Second, the study proposes whether users’ perception of their expertise about the services and/or firms housed in the community exerts a moderating effect on the proposed modelling. Empirical contrast is performed using the virtual community TripAdvisor. This study contributes to current academic research on co-creation and sustainability. The re...
International Journal of Market Research, 2003
To enrich the limited and recent work in existence on relational phenomena in the consumer-brand ... more To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure of this concept is surprising given that: (1) trust is viewed as the cornerstone and one of the most desired qualities in a relationship; and (2) it is the most important attribute a brand can own. In this context, this research reports the results of a multi-step study to develop and validate a multidimensional brand trust scale drawn from the conceptualisation of trust in other academic fields. Multi-step psychometric tests demonstrate that the new brand trust scale is reliable and valid. Both theoretical and managerial implications are presented.
Journal of Brand Management, 2007
The International Review of Retail, Distribution and Consumer Research, 2013
ABSTRACT Previous studies in the area of marketing indicate that the service provided by retail f... more ABSTRACT Previous studies in the area of marketing indicate that the service provided by retail firms affects the purchasing behaviour of their customers and thus the sales and profitability that these firms achieve. In this sector, we observe that store brands are closely linked to the service provided by these commercial labels and play a very significant role in the configuration of the distributors' assortment and price positioning. This paper first identifies the determining aspects of the functional value of service, measured formatively by components of quality of service, convenience of the assortment, and price level. Second, it proposes a theoretical model of the effect of the functional value of the retail service on customers' loyalty to the commercial chain and their evaluation of the relationship that they maintain with the distributor. Finally, it examines the moderating role of propensity to buy store brands. Our investigation shows the importance of the functional value of service to the dependent variables studied, which are relevant to entrepreneurial management. Further, we confirm that there are significant differences between heavy and light buyers of store brands. Specifically, as the propensity to buy store brands increases, the value of service is explained to a greater degree by perceived price level and to a lesser degree by perceived convenience of the assortment.
The International Review of Retail, Distribution and Consumer Research, 2006
International Journal of Retail & Distribution Management, 2006
PurposeThe main aim of this research is to provide empirical analyses about the store brand manag... more PurposeThe main aim of this research is to provide empirical analyses about the store brand management by manufacturers and retailers from the manufacturer's perspective, in the current context, which is one of intense competition between manufacturer and store brands. Particularly, this research pursues to analyse the profile of store brand manufacturers, their perceptions about the retail management of these brands and their own product management of the same.Design/methodology/approachA postal survey was carried out directed at manufacturing business units of mass consumer products in Spain. Multivariate techniques are used in the information analysis such as contingency tables, variance and principal component analysis.FindingsThe results highlight the differences between manufacturers and non‐manufacturers of store brands in their competitive position and in the type of manufactured product; the consensus of both groups regarding the perception of favourable merchandising f...
European Journal of Marketing, 2009
PurposeThe purpose of this paper is to understand the intra‐ and inter‐category differences of th... more PurposeThe purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory.Design/methodology/approachThe paper proposes four possible alternative fixed‐effects panel models for the data. The empirical analysis is performed on the Spanish consumer goods market in 50 traditional categories during the period from 1996 to 2000, when these brands consolidated their position as the best choices on the shelves.FindingsThe paper obtains consistent results for the four models proposed. The analysis of these reveal which strategic, structural and performance factors influence the store brand market share and how they influence it at intra‐ and inter‐category levels.Research limitations/implicationThe main limitations of this research derive from the conditioning factors of the information. Some potential explanatory variables could not be considered in the models o...
Distribución y …, 2008
Las tecnologías de la información y de la comunicación (TIC) se pueden definir como cualquier ti-... more Las tecnologías de la información y de la comunicación (TIC) se pueden definir como cualquier ti-po de tecnología utilizada para recoger, procesar e intercambiar informa-ción entre los miembros del canal de dis-tribución. Estas TIC han evolucionado a lo largo de las últimas décadas ...
Journal of Marketing Management, 2007
Springer Proceedings in Business and Economics, 2015
The use of general descriptive names, registered names, trademarks, service marks, etc. in this p... more The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.