Rafael Bravo Gil

Las asociaciones de la imagen como determinantes de la satisfacción en el sector bancario español

Abstract This paper analyses the influence that image associations have in the perceptions and satisfaction with the Spanish bank industry. For that, the role of location, personnel, social responsibility and perceived price fairness as determinants of global impression and satisfaction with the entity is examined. Moreover, it also studies if socio-demographic variables and the fact that the client is customer of a traditional or saving bank moderate the relationships. To fill these aims, structural equation modeling is employed with a sample of 300 clients of the Spanish banking industry. Results show different paths of influence of the associations over the satisfaction. Besides, differences among segments are found, what highlights the importance of offering differentiate services in this market.

La importancia del factor medioambiental en las estrategias corporativa y de marketing: una aplicación al sector de bienes de consumo

Last years, companies are beginning to consider the environmental factor in its corporative and marketing strategic decisions. In this context, the purpose of this study is to analyse the main pressure factor of this new philosophy of business. For it, the «Corporate Environmentalism» concept has been introduced (Banerjee, 2002). And it is proposed a model in which the environmental orientation and strategy are depicted. The information has been obtained from 81 personal interviews to companies that belong to the consumer goods sector. Results show that firms are aware of its environmental responsibility, but this factor does not constitute a priority yet that be reflected in all its decisions. Besides, the main determinants of this commitment are the social pressure, competitive advantages and the management awareness.

La influencia de las fuentes de información externas en el valor de marca: una perspectiva desde el joven consumidor

Brand information provided by external agents has different effects on the consumer depending on its origin. The purpose of this study is to analyse the effects of different information sources: advertising, family and peers in the formation of brand equity. Thus, an empirical study has been conducted in order to analyse these effects on the specific case of young adults leaving their family home. Overall, results show that information has a positive effect on dimensions of brand equity. However, these effects are higher when the source of information is the family or peers than in the case of advertising.