Teodoro Luque Martínez

Improving attitudes toward brands with environmental associations: an experimental approach

– The purpose of this article is to determine the relative importance of the ecological attribute when other attributes referring to the functional performance of a brand are taken into account, and check the effectiveness of environmental labels., – The paper establishes an experiment in which 352 women responsible for the household shopping are exposed to different levels of environmental information. The study analyses the effect said information has on product attitude and purchase intention. In order to transmit the information, a leaflet specifically designed for the research was used., – This study confirms the presence of a positive effect of environmental associations on brand attitude, though this effect is smaller than that of other functional attributes. It also demonstrates that using independent environmental certifications strengthens beliefs in the products ecological performance., – The use of washing powder can limit the feasibility of extrapolation of the results to other products. Therefore, a replication in other product categories is necessary/advisable., – In the light of the results, using environmental associations certified by independent bodies is recommended. This would help improve both brand attitude and brand equity., – This paper increases the knowledge about the precise commercial usefulness of environmental associations in relation with other attributes.

Yes, I can (get satisfaction): an artificial neuronal network analysis of satisfaction with a university

ABSTRACTThe principal factors that influence satisfaction with a university are analyzed in this paper. A distinction is drawn for that purpose between the factors that intervene before, during, an...ABSTRACT The principal factors that influence satisfaction with a university are analyzed in this paper. A distinction is drawn for that purpose between the factors that intervene before, during, and after the phase of university education, at all times from a graduate perspective. A sample of 9380 interviews with graduates from three separate academic courses is prepared to achieve our objective. Artificial neuronal networks are applied, with which both categorical and continuous variables may be processed, testing different network architectures (number of layers, type of learning, and algorithm). The results indicated that the variables reflecting the quality of the education received and entry into the employment market are the variables that determine satisfaction to a greater extent and less so than the motives for their choice of university course, scientific area, demographic variables, and academic records.

How loyal can a graduate ever be? The influence of motivation and employment on student loyalty

ABSTRACTThe Higher Education Sector is improving its relationship with graduates due to the economic, social and technological changes that affect universities. We present a consolidated model in t...ABSTRACT The Higher Education Sector is improving its relationship with graduates due to the economic, social and technological changes that affect universities. We present a consolidated model in this study of both the consequences and the antecedents of satisfaction that are determinative of the formation of loyalty in the university sector. In addition to testing the model, we evaluate the differences found in the relations between the motives given by the graduates for their choices (vocation and career paths) and their current employment situation (employed or unemployed). Grounded on the literature, we propose the conceptual model and test it with PLS supported by a sample of 805 graduates qualified in economics/business/management. The results highlight that perceived value determines image, satisfaction and loyalty, as well as the causal relation between image and both satisfaction and loyalty. Vocation determines the influence of value on satisfaction while career options produce no differences. However, employment status to a great extent conditions the perspective of the graduate. The influence of these variables has not been examined earlier in the literature. Given the competitive world of Higher Education, the conclusions may assist directors and managers of Higher Education institutions in decision-making, as well as improving graduate satisfaction and loyalty and the reputation of the university.