Asunción Beerli-Palacio

Achieving donor repetition and motivation by block leaders among current blood donors

This paper presents an explicative model on the recommendation of donating blood made to relatives and friends by current donors. This model establishes satisfaction and intention to return as direct antecedents, and the quality perceived in the donation process and the existence of inhibitors as indirect antecedents. The results show that (1) the perceived quality has a positive influence on satisfaction and intention to return; (2) the intention to donate again depends positively on satisfaction, but negatively on the existence of internal and external inhibitors; and lastly (3) the recommendation to donate depends on donor satisfaction and their intention to return to donate, this being the most influential factor. At the same time, we contrasted how the model does not vary, whether it is a first-time donor or a repeat donor.

Potential donor segregation to promote blood donation

This work is set in the field of social marketing and more specifically in the context of blood donation. Its principal objective focuses on segregating potential donors by using the inhibitors or barriers to a blood donation behaviour as criteria. Moreover, an analysis of the predisposition to donate blood, the intrinsic and extrinsic motivations for donating blood, and the incentives that may stimulate their donation conduct was conducted for each of the four identified groups. The results reveal that the four segments differ significantly in their predisposition to donate, in their motivations and in the incentives that encourage them to donate blood.

The effectiveness of web ads: rectangle vs contextual banners

Purpose – The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiveness.Design/methodology/approach – A survey was used to gather data. Advertising effectiveness was determined using the traditional measurements employed for conventional media at cognitive, affective and conative levels and analysing the CTR.Findings – The results reflect a direct relation between measurements of effectiveness and CTR, differences in the effectiveness of the two advertising formats, and that the factors influencing that effectiveness are attitude toward the web site, involvement with the product and duration of web site visit.Research limitations/implications – The main limitation of the study is that the experimental design is focused on two ...

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.

Intention of future donations: a study of donors versus non-donors.

Recent years have seen the level of blood donation at a world level come to a standstill or even decline. This situation requires blood donation services to make efforts to increase donor recruitment and retention, as well as to increase the frequency of donations among current donors. In order to obtain good results, it is essential to understand the factors that affect intention to donate.

Development of an Advertising Impact Index to Test Advertisements in Magazines

The objective of this work is to develop and validate an advertising impact index (AII) to measure the effectiveness of advertisements in cognitive and affective terms. A methodology based on testing an experimental magazine was used to test nine advertisements for three products with fictitious brands and three different advertising styles. The results enable us to confirm the validity, reliability, and stability of AII developed by means of linear structural equations (PLS) to establish the relationships between the indexs constructs. The index is defined by two constructs: the cognitive and affective effects that the advertisement has on individuals.

Why Attitudes Toward Advertising Are Not Universal: Cultural Explanations

ABSTRACT In this study an attempt is made to analyze from a cross-cultural perspective the moderating function of the cultural values of a society on the influence that the beliefs in advertising have in attitudes toward advertising under a hypothesis testing approach, as most works of the existing literature have a descriptive or exploratory character. To do that, a sample of 441 individuals from four different European countries (Germany, Spain, France, and the United Kingdom) was chosen. The empirical results demonstrate that differences in cultural profiles, beliefs, and attitudes toward advertising do exist in terms of country of origin. Therefore, cultural values appear as factors that explain the reason why attitudes toward advertising are not universal attitudes.

How does confirmation of motivations influence on the pre- and post-visit change of image of a destination?

Purpose The purpose of this paper is to analyse the influence of the confirmation of the motivations of tourists in changing image of a tourist destination pre- and post-visit. That is, considering whether once the tourist has made the trip, depending on whether their expectations have been met and confirmed motivations, will have a more or less image gap. Design/methodology/approach The authors conducted an empirical study with a representative sample of leisure tourists to Tenerife (Canary Islands, Spain) of both sexes, 16 or more years of age, and visiting the island of Tenerife for the first time from abroad and from the rest of Spain. The final sample was 411 participants. Findings The results verify that the confirmation of the intellectual and escape motivations influences directly and positively change cognitive image pre- and post-visit. The fact that the affiliation motivations do not influence the cognitive image gap may be due to that tourists who visit a destination stay with friends or family and for this they interact less with the destination, which will imply that the cognitive image pre- and post-visit do not vary. Originality/value This research has sought to contribute towards a better understanding of the area, which is concerned, with the image of destinations and, more specifically, the concept of how the image changes after a visit to the destination. In this sense, and given the of lack empirical evidence about how confirmation of motivations influences on destination image gap, this research aims to contribute to the improvement of knowledge about the personal factors that influence the change of the pre- and post-visit destination image.

El marketing como herramienta para incrementar la eficacia de los planes de salud pública. Informe SESPAS 2008

Recent years have seen a steady increase in social marketing applied to health with the aim of increasing public awareness and changing peoples behavior. Programs or actions based on the principles of social marketing have been shown to be effective in improving public health. However, that is not the general rule in Spain, where health policies have been based on health plans directed more to economic efficiency than to citizens’ needs. For a health marketing program to be effective, the following factors are necessary: 1) the program has a long-term temporal horizon for action; 2) the objectives are established in terms of behavioral changes; 3) market research is used as a source of information; 4) different actions are established according to the segments identified as targets; 5) the program is operationalized in the four variables of the marketing mix, namely, product, price, distribution and communication, and is not only based on advertising campaigns; 6) the core of the program is exchange, understood as the factors that motivate people to change in return for the promise of something beneficial to them; 7) the factors or forces that compete with the desired behavioral changes are neutralized, and 8) businesses’ social responsibility is used as a mechanism to reinforce health improvement programs. The design of health marketing programs should include definition of strategic and operational actions aimed not only at potential adopters of the desired behavior but also at all agents who may help or hinder behavioral change (health professionals, the pharmaceutical industry, politicians, the advertising industry, and products and services with health-challenging objectives).

Cultural sensitivity: an antecedent of the image gap of tourist destinations

Purpose This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit; understanding cultural sensitivity as the recognition of and respect for different beliefs, values and customs. Design/methodology/approach A structural equations model is carried out with a representative sample of 411 tourists from Tenerife (Canary Islands). Findings Cultural sensitivity directly and positively influences the gap in the global image of the destination, so greater cultural sensitivity improves the post-visit image compared to the pre-visit image at a global level. Likewise, there are significant differences in cultural sensitivity according to the sociodemographic characteristics of tourists. Research limitations Although this study is based on a single case (Tenerife) and the generalisation of the results must be treated tentatively, the developed model could be applied in other destinations. Practical implications This study contributes to a better understanding of the influence of cultural sensitivity on the image gap in tourist destinations, as there is still little empirical evidence on the subject. Originality/value The results of this study represent an advance in the literature, as there are few studies in the tourism marketing literature that studied the effect of the cultural sensitivity on the image of a tourist destination.