Spanish Journal of Marketing - ESIC: Volume 22 Issue 1 , Open Access

Surfing or flowing? How to retain e-customers on the internet

Carolina Herrando, Julio Jimenez-Martinez, M. Jose Martin de Hoyos

Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies…

The effect of online and offline experiential marketing on brand equity in the hotel sector

José Alberto Castañeda García, Andrea Del Valle Galindo, Rocío Martínez Suárez

This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential…

Impulse buying behaviour: an online-offline comparative and the impact of social media

Laura Aragoncillo, Carlos Orus

This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to…

The role of technology in an omnichannel physical store: Assessing the moderating effect of gender

Ana Mosquera, Cristina Olarte-Pascual, Emma Juaneda Ayensa, Yolanda Sierra Murillo

The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical…

Investment decisions on quality certifications by hotel chains: differences between ex-ante and ex-post decisions

Victor Iglesias, Francisco Javier De la Ballina, Laura Caso

This paper aims to analyze the antecedents of two variables concerning the presence of quality certifications in hotel chains: the (ex ante) decision to become a member of the…

Cultural sensitivity: an antecedent of the image gap of tourist destinations

Asunción Beerli-Palacio, Josefa D. Martín-Santana

This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit;…