Spanish Journal of Marketing - ESIC: Volume 24 Issue 1 , Open Access

The history of academic research in marketing and its implications for the future

Brian T. Ratchford

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet…

Followers’ reactions to influencers’ Instagram posts

Daniel Belanche, Marta Flavián, Sergio Ibáñez-Sánchez

The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved…

Be a part of it: promoting WOM, eWOM, and content creation through customer identification

Jaime Romero, Daniel Ruiz-Equihua

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content…

Conceptualising online fashion brand recognition: scale development and validation

Muhammad Sabbir Rahman, Md Afnan Hossain, Md Rifayat Islam Rushan, Mohammad Tayeenul Hoque, Hasliza Hassan

This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR).

Brand orientation: a systematic literature review and research agenda

Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes, Danilo Magno Marchiori

Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key…

Attitudes toward organic products: a cross-national comparison and scale validation

Francisco Sarabia-Andreu, Francisco J. Sarabia-Sanchez, María Concepción Parra-Meroño, Pablo Moreno-Albaladejo

This study aims to examine the formal and metric properties of Gil et al.’s (2000) scale of attitudes toward organic products, which is the most popular scale to measure these…

How harmful are online firestorms for brands?: An approach to the phenomenon from the participant level

Elena Delgado-Ballester, Inés López-López, Alicia Bernal-Palazón

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships…