Spanish Journal of Marketing - ESIC: Volume 23 Issue 3 , Open Access

Exploring online consumer curation as user-generated content: A framework and agenda for future research, with implications for brand management

Jessica Babin, John Hulland

Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed…

Engaging customers through user-and company-generated content on CSR

Alberto Badenes-Rocha, Carla Ruiz-Mafé, Enrique Bigné

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE)…

The influence of CSR on perceived value, social media and loyalty in the hotel industry

Abdulalem Mohammed, Abdullah Al-Swidi

This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media…

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Carlos Orús, Raquel Gurrea, Sergio Ibáñez-Sánchez

This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels.

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Monica Cortiñas, Raquel Chocarro, Margarita Elorz

Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors…

Increasing customer loyalty through customer engagement in the retail banking industry

Diego Monferrer, Miguel Angel Moliner, Marta Estrada

This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between…

Local, global and glocal consumer brand relationships: Relación entre marcas de consumo locales, globales y glocales

Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu, Josep Rialp-Criado

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the…