Diana Gavilan

Shopper marketing: a new challenge for Spanish community pharmacies.

BACKGROUND Changes that have occurred over the past few decades in retailing and in the health care sector--namely, a drastic reduction in drug profit-margins, and a more critical use of health services by patients--have created a scenario characterized by rising competitiveness. This new context is necessitating community pharmacies (hereafter, pharmacies) to improve their business model through new strategies. Shopper marketing has proven invaluable in other retail settings and therefore, could be a critical element for new practices in pharmacies. OBJECTIVES First, to analyze how shopping experiences in pharmacies based on new practices in shopper marketing affect shopping behavior. Second, to study the mediating effect of customer satisfaction on the relationship between shopping experiences and shopping behavior. METHODS A self-reported questionnaire was developed to measure four concepts: hedonic experience (enjoyable), functional experience (goal-oriented), customer satisfaction and shopping behavior. Data were collected from 28 different pharmacies dispersed throughout Spain. Structural equation modeling (SEM) was used to test the relationships in the theoretical model. First, the measurement model was estimated to assess model fit, reliability, convergent and discriminant validity. Then, the parameters of the structural model were estimated and the mediation effects were subsequently tested. RESULTS Functional experience and hedonic experience each significantly and positively correlate with consumer satisfaction and with customer shopping behavior (purchases and loyalty). Moreover, the effects of each type of experience on shopping behavior are partially mediated by customer satisfaction. CONCLUSIONS The results suggest that even in Spanish pharmacies, which have traditionally been considered as strictly functional retailers, ensuring customer satisfaction and enhancing shopping behavior now demand more than just functional experiences. Moreover, a customers experience at a pharmacy can itself trigger a shopping cycle; therefore, pharmacists should consider prioritizing investments in hedonic experiences.

Affective commitment to the employer brand: Development and validation of a scale

In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labour market. In this study, we develop and validate a multidimensional scale to measure the strength of an employees affective commitment to the employer brand in five separate studies. In Studies 1 and 2 the Affective Commitment to the Employer Brand (ACEB) scale was developed and tested for its structure, reliability and convergent validity. Study 3 examines additional reliability and discriminant validity. Study 4 provides evidence of external validity. Study 5 examines the scales nomological validity showing that a positive experience with the employer brand is important in making the employee develop affective commitment towards it. The limitations of the scale and the boundary conditions of its applicability are also discussed.

Green Consumer Segmentation: Managerial and Environmental Implications from the Perspective of Business Strategies and Practices

With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimizing the negative impacts of their activities. Within this context, new business philosophies, emerged empowering organizations to consider sustainability issues that have come to be viewed as an innovative and differentiating factor, providing competitive advantages (Fraj-Andres, Martinez-Salinas, & Matute-Vallejo. Journal of Business Ethics, 88, 263–286, 2009; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016). Therefore, organizations have begun incorporating these concerns in their processes, adopting green management policies, and including green marketing strategies in order to remain competitive (Straughan & Roberts. Journal of Consumer Marketing, 16(6), 558–575, 1999; Rivera-Camino. European Journal of Marketing, 41, 1328–1358, 2007). From the marketing perspective, the importance of understanding green consumer behaviour in order to develop better segmentation and targeting strategies is highlighted. Green consumers are changing significantly. Consumers, although with some reluctance, are moving to greener products. The Mintel organization reported that the number of consumers buying green has tripled in recent years. Furthermore, it found that the number of consumers that never bought green products have decreased. These results show that widespread environmental awareness had an important role in purchasing behaviour, with more consumers considering the environmental impact of their buying decisions and looking for a greener alternative to their conventional purchasing options. The existing literature suggests that previous research regarding the green consumer profile has different perspectives. The first group of researchers attempted to characterize green consumer profile using sociodemographic variables such as age, gender, education, income and occupation. In turn, the second group of researchers used psychographic variables instead of sociodemographic ones (Mainieri, Barnett, Valdero, Unipan, & Oskamp. Journal of Social Psychology, 137(2), 189–204, 1997). This chapter aims to better explore the importance of green consumer segmentation and its implications from a management point of view. More specifically, the aim is to analyze which variables better characterize green consumers (sociodemographic and psychographic). At the end, a theoretical framework is proposed to enable and support organizations to better understand green consumer profile. It also enables managers and marketers to target and develop better marketing strategies for these segments.

Identidad de género, consumo y discriminación a través del precio

Introduccion: Esta investigacion analiza el fenomeno de la discriminacion de precios por genero y su presencia en el ambito de los productos de cuidado personal, poniendo en relacion la construccion de la identidad de genero en los medios de comunicacion con la oferta de productos dirigidos a hombres y mujeres. Metodologia: analisis comparativo de la oferta, productos y precios, de una muestra de 1.504 referencias de productos de la categoria de cuidado personal obtenidos en seis cadenas de supermercados. Resultados y conclusiones: los resultados apuntan a que si bien la discriminacion a traves del precio no queda probada en productos cuasi identicos, existen diferencias de precio en productos similares y, sobre todo, existe una oferta mas amplia y profunda de opciones dirigida hacia la mujer. En la discusion se plantean consideraciones eticas, comunicativas, sociales y empresariales respecto a la discriminacion por genero en productos de consumo.

Influencia social en las comunidades de cine: filmaffinity como caso de estudio

espanolLas comunidades de cine online son redes sociales que promueven la interaccion entre usuarios interesados en la cinematografia. A traves de las evaluaciones numericas, los comentarios y las recomendaciones de las peliculas, se genera un contenido capaz de influir en la eleccion de los usuarios. A partir del caso Filmaffinity, la mayor comunidad de cine de habla hispana, este trabajo analiza la influencia social informacional que se ejerce en las comunidades de cine. Se exponen los mecanismos de influencia identificando a los actores y diferenciando los tipos de contenidos: informativos, sociales y comerciales. El trabajo concluye con una agenda de investigacion. EnglishOnline film communities are social networks that promote the interaction between users interested in cinema. Through average ratings, verbal reviews and recommendations of films, content is generated capable of influencing the choice of users. Drawing from Filmaffinity case study, the largest Spanish-speaking film community, this paper analyzes the social informational influence exerted in film communities. The study shows the mechanisms of influence identifying the actors and differentiating the types of contents: informational, social and commercial. The paper ends with a research agenda.

University Students and Informational Social Networks: Total Sceptics, Dual Moderates or Pro-Digitals

The goal of the present work is to analyze the use of social networks as a tool for social empowerment by Spanish university students, and their perception of the university as an institution that contributes to the formation of a critical and active citizenship, that provides them with the relevant digital competences. The literature review shows possible discrepancies regarding the effect of new forms of digital communication in empowering young people, specially university students, as well as the existence of issues related to clarify this digital stage. Following, a typological analysis of the perception of university students regarding social information networks, social empowerment and the role of the university is presented. Using the data collected through a structured questionnaire of a sample of 236 students of social science degrees, an analysis of typologies is performed with the algorithm K Medias. Three clusters significantly different –labeled as «total sceptics», «dual moderates» and «pro-digitals»– are identified. Its prevalence and its characterization are explained: belief and behaviour profiles related to these beliefs. The paper concludes with several recommendations for future research regarding the perception of the students about the use of social networks as a tool for social transformation and the role of the university in this area.

Universitarios y redes sociales informativas: Escépticos totales, moderados duales o pro-digitales

El objetivo del presente trabajo es analizar el uso de las redes sociales informativas como herramienta de empoderamiento social por los universitarios espanoles, y su percepcion de la universidad como institucion que contribuye a la formacion de una ciudadania critica y activa, al tiempo que les proporciona las pertinentes competencias digitales. La revision bibliografica evidencia posibles discrepancias respecto al efecto que tienen las nuevas formas de comunicacion digital en el empoderamiento de los jovenes y en particular de los universitarios, asi como la existencia de numerosas cuestiones por aclarar en este escenario digital. A continuacion se presenta un analisis tipologico de la percepcion de los estudiantes universitarios respecto a las redes sociales informativas, empoderamiento social y el papel de la universidad. A partir de los datos recogidos mediante un cuestionario estructurado de una muestra de 236 estudiantes de Grados de Ciencias Sociales, se realiza un analisis de tipologias con el algoritmo K Medias. Se identifican tres tipos –etiquetados como «escepticos totales», «moderados duales» y «pro-digitales»– significativamente diferentes. Se explica su prevalencia, y su caracterizacion: perfiles de creencias y conducta relacionadas con dichas creencias. El trabajo concluye con diversas recomendaciones para futuras investigaciones en cuanto a la percepcion del universitario sobre el uso de las redes sociales como herramienta de transformacion social y el papel de la universidad.

Need for Touch and Multichannel Search and Purchase

This paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the moderating effects produced by the type of touch (autotelic / instrumental) and by the types of shopping task (goal-oriented / experiential-oriented) are also analysed.

Autotelic and Instrumental Need for Touch: Searching for and Purchasing Apparel Online

Apparel is considered to be a category where haptic cues play a key role in evaluating product properties, and yet the consumer buying process in said retail channel is hindered by restricted product experience and evaluation due to the intrinsic absence of haptic options. The current research seeks to gain deeper insights into the knowledge and understanding of consumer autotelic and instrumental need for touch (NFT] in the search and purchase stages of buying apparel online. Using a self-reported questionnaire, data were collected from 227 subjects. Results indicate that consumers high in autotelic NFT and instrumental NFT show a lower likelihood to purchase apparel online. Also a significant moderating effect for utilitarian shopping orientation and instrumental NFT on online apparel search and purchase was also found. These findings have important implications for online retailers since overcoming the lack of NFT remains a major obstacle in the adoption of this channel. In addition, directions for future research are suggested.

Why is it Important for Private Labels to Innovate? : The Effects on Trust and WOM.

There is growing evidence that private label brands have become more innovative (DelVecchio, 2001; Mintel, 2009). Private labels have been considered of special importance in recent years for retailer strategy and have clearly evolved through time. Private labels are becoming more sophisticated and are delivering a broader and more complex portfolio (Kumar and Steenkamp, 2007). The latest generation of private labels is positioned around innovation and quality. They originated in the UK, where they are critical for the strategy of some of the most important retailers (Burt, 2000; Verhoef et al., 2004). Despite this new trend, the impact of private label innovativeness on store image and customer relationships has not yet been investigated. The purpose of this paper is to examine how consumer perceptions of private-label innovativeness influence retailers’ store image and their relationships with their customers.