Gonzalo Díaz Meneses

The configuration of the university image and its relationship with the satisfaction of students

This work centers on the study of the image of universities, with the aims of explaining the process of image forming by means of its different components, both in its cognitive and affective dimensions and of analyzing its relationship with the students’ satisfaction with the university. The results of the empirical work carried out on a representative sample of 6,775 students studying at a Spanish university demonstrate that the cognitive component of image is an antecedent of the affective component. In turn, both of those components influence the forming of the overall image of the university and the cognitive, affective and overall images statistically and significantly influence the students’ satisfaction with the university.

Recycling Behavior: A Multidimensional Approach

This work centers on the study of consumer recycling roles to examine the sociodemographic and psychographic profile of the distribution of recycling tasks and roles within the household. With this aim in mind, an empirical work was carried out, the results of which suggest that recycling behavior is multidimensional and comprises the undertaking of different roles with different sociodemographic and psychographic causal characteristics. The practical implications of these results can be applied in the implementation of segmentation policies that consider recycling behavior as the product on offer in a discriminate fashion depending on the role to be promoted among the population.

Different kinds of consumer response to the reward recycling technique: similarities at the desired routine level

Purpose – The objective of this research is not only to provide a new theoretical framework to overcome doctrinal inconsistencies related to the reward recycling technique but also to empirically contrast the proposed explanations.Design/methodology/approach – This research follows a quasi‐experimental design. This type of treatment comprises the application of a draw‐based prize technique. A questionnaire was issued to gather the information from a sample with 123 individuals. The approach is quantitative.Findings – It was found that recycling behaviour has become a routine or habit with recognized awareness of ecology and recycling, but without a high level of involvement, since todays adoption process does not require such effort. This implies that the efficacy of the reward technique has been transformed and consequently its effects must be understood differently. To be specific, responders and non‐responders are similar, in terms of their levels of beliefs about recycling, ecological concern and inv...

COMPARISON OF TWO TECHNIQUES TO PROMOTE RECYCLING: BLOCK LEADER VERSUS REWARD

This work centers on the study of the recycling adoption making process due to the application of promotion techniques from a immediate perspective: 1) reward technique described as giving a gift to the participants in a promotion program within a lottery; and 2) commitment by block leader technique characterized by the agreeing subject signing a request or statement in which he/she promises to fulfill the conditions of the recycling thanks to the encouragement of a person who belongs to the same social circle. So, we carried out a quasi-experimental work whose results led us to explain the immediate response to these recycling promotion techniques. It contributes to the marketing literature in: 1) understanding the effects of these techniques on people’s beliefs and attitudes; and 2) explaining the response to recycling promotion techniques. The practical implications that may stem from these contributions are of an educational nature and for public management of promotion campaigns.

MODELO EXPLICATIVO DEL COMPORTAMIENTO DE LOS JÓVENES ANTE EL BOTELLÓN Y EL CANNABIS DESDE LA PERSPECTIVA DEL MARKETING SOCIAL

RESUMEN El objetivo del presente trabajo de investigacion consiste en el desarrollo y estimacion de un modelo de adopcion de la conducta de consumo de alcohol y cannabis entre los jovenes. Dicho modelo plantea la importancia fundamental de los valores, asi como estima la influencia que estos ejercen sobre las actitudes, creencias y emociones. Los resultados ponen de manifiesto no solo el papel antecedente de los valores sino el papel antecedente que establecen las actitudes sobre las creencias, asi como las emociones sobre las conductas irresponsables de consumo de sustancias psicoactivas. Finalmente, se sugieren implicaciones practicas con base en la gestion adecuada de dos valores (responsabilidad y hedonismo), asi como de tres creencias (percepcion de normalidad, perjuicio sobre la salud y reprobacion social).