Francisco-Javier Arroyo-Cañada

Building brand loyalty in e-commerce of fashion lingerie

Purpose The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers. Design/methodology/approach The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and trust in electronic shopping, in order to examine whether the customer’s perception of the quality and innovation of the final product sold through e-commerce and reputation in the examined was made “Virtual Community” are key factors in creating loyalty. The sample was obtained from a lingerie company which sells its products in Europe in the website leonisa.com, the data were analysed with the software SmartPLS, validating the proposed relationships between customer perceptions on the purchased product and loyalty to the brand. Findings The results demonstrate theoretical conceptions regarding product characteristics (Quality, Innovation and Satisfaction), and constructs brand (Virtual Community, Reputation and Trust). Research limitations/implications This paper presents a case study for a specific brand as exploratory research in the lingerie industry, this must be validated with this type of product for other companies. Practical implications This research has elements of support for management, companies will turn attention to the satisfaction of consumers and to maintain goods levels of reputation in the virtual community. Social implications This research shows a real case of the correct implementation of brand strategy, detailing how customers are valued and therefore provides valuable information for customers and companies. Originality/value This exploratory study provides a new analysis of product quality factors that were not directly related to the loyalty of electronic purchasing, also, it allows the fashion industry to have elements of support for management and quality control, and that hypotheses relating to the product quality and loyalty in the electronic shopping is confirmed.

Considerations of Interactive Digital Television as Advertising Media

In the context of technological convergence between television and internet, users can access a multitude of audiovisual contents in television sets or by searching on line. This article attempts to analyze advertising effectiveness in this new context. The objective of this research is verifying that interactive advertising formats in television are more effective than non-interactive formats to inform, persuade and remember. This study reveals that interactive advertising formats add efficacy to media to inform and remember, highlighting the interactive spot, the TV site, and the microsite.

The mediterranean diet: culture and its impact on consumer habits in Barcelona restaurants

This article studies the importance of the Mediterranean diet in the menus of restaurants in the city of Barcelona. It is based on a review of previous studies about the great influence of the Mediterranean culture on daily aspects such as food. A qualitative study was conducted and a sample of experts—head chefs at restaurants in Barcelona—was selected. The results show that the Mediterranean diet is positioned in the minds of their customers; therefore, all the decisions related to the purchase of products and the planning of menus and dishes are made following the guidelines of the Mediterranean diet. This study is an important contribution to the research field of culture in consumption habits, because it confirms that the Mediterranean diet still is strongly preferred over new foods, dishes and foreign menus. The habits of consumers remain true to their culinary traditions.

Multidimensional Positioning of a Set of European Smart Cities

This chapter aims to resolve the problem of the aggregation of smart city dimensions when ranking a set of European cities. Rankings are often used to analyze a certain characteristic of cities, such as entrepreneurship; however, the use of a multidimensional concept, such as the smart city, requires a different approach in order to consider the several dimensions. The analysis initially used fuzzy subsets to describe the cities. Theses fuzzy subsets are composed of 29 factors related to the economy, people, governance, mobility, environment, and quality of life. The findings suggest that there are significant differences between western and eastern European cities. Several studies have analyzed the aggregation problem, but this study uses the goals of the city to build a multidimensional ranking of European cities. The strengths and weaknesses analysis in relation to the proposed factors presented in this chapter will help cities and regional institutions to select better strategies.

The incidence of incentives for t-commerce acceptance: improving television as a distribution channel

Purpose This paper aims to explore the impact of incentives on the behavioral intention to use electronic commerce through interactive television to enhance a deeper understanding of how television platforms can improve the attractiveness of television to enterprises as a channel of communication and distribution. Design/methodology/approach This study uses a questionnaire to collect empirical data on preferences related to perceived usefulness, perceived ease of use, perceived enjoyment, attitude toward the use of t-commerce and behavioral intention to use t-commerce and incentives. The measurement scales of the variables were tested using exploratory factor analysis. The hypotheses were tested using the results of forgotten effects analysis applied to the incidences of incentives on the precedents of the behavioral intention to use t-commerce. Findings The findings suggest that there are no significant direct incidences between incentives and the behavioral intention to use t-commerce, but the direct incidence is only part of the total incidence and on many occasions is only a small part, as the result of causal relationships between causes and effects. The results indicate indirect incidences between incentives and the behavioral intention to use t-commerce through its precedents. Practical Implications Marketing managers of television platforms may consider the use of incentives to encourage behavioral intention to use t-commerce to achieve the development of interactive television as a distribution channel. Originality/value Research on t-commerce acceptance, especially research that uses extrinsic variables, is scarce. This paper addresses that gap by exploring the use of incentives to attract users.