Efectos de la comunicación integrada de marketing sobre el valor de marca: el rol de la cocreación de valor y el conocimiento ecológico del huésped

  1. Mariia Bordian
  2. Irene Gil Saura
  3. Maja Šerić
Revista:
Revista Perspectiva Empresarial

ISSN: 2389-8194,  2389-8186

Año de publicación: 2021

Título del ejemplar: ene-jun

Volumen: 8

Número: 1

Páginas: 55-70

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Revista Perspectiva Empresarial

Resumen

Objetivo. Examinar la influencia de la comunicación integrada de marketing para la sostenibilidad en la cocreación de valor y en el valor de marca de hotel a la luz del papel mediador que esta pudiera desempeñar. Además se observó cómo el conocimiento ecológico del huésped puede actuar intensificando o no dichos efectos. Metodología. El estudio empírico se realizó entre 303 huéspedes de hoteles ubicados en Ucrania, en 2018.Resultados. Los resultados revelan que la comunicación integrada de marketing tiene una influencia significativa en la cocreación de valor y en valor de marca de hotel, afirmándose el rol mediador parcial de la cocreación en dicha relación. Conclusiones. Se evidencia que el conocimiento ecológico del huésped modera la relación entre la comunicación integrada de marketing y el valor de marca de hotel, mostrando que los huéspedes con bajo nivel de conocimiento ecológico son más sensibles al mensaje sobre la sostenibilidad; intensificándose, en este caso, el efecto de la comunicación integrada de marketing sobre el valor de marca.

Referencias bibliográficas

  • Aaker, D.A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, USA: Free Press.
  • Alevizou, P., Henninger, C. and Spinks, C. (2019). Communicating Sustainability Practices and Values: A case study approach of a microorganisation in the UK. International Journal of Business and Globalisation, 22(1), 37-52. https://doi.org/10.1504/IJBG.2019.097388
  • Arnold, M. (2017). Fostering sustainability by linking co-creation and relationship management concepts. Journal of Cleaner Production, 140(1), 179-188.
  • https://doi.org/10.1016/j.jclepro.2015.03.059
  • Auh, S. et al. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370. https://doi.org/10.1016/j.jretai.2007.03.001
  • Belz, F.-M. and Peattie, K. (2012). Sustainability marketing: A global perspective. Chichester, England: Wiley.
  • Berenguer-Contrí, G. et al. (2020). Value co-creation in B-to-B environments. Journal of Business & Industrial Marketing, 35(7), 1251-1271.
  • https://doi.org/10.1108/JBIM-01-2019-0061
  • Bormane, S. (2018). Integrated Marketing Communications in Sustainable Business. Society. Integration. Education. Proceedings of the International Scientific Conference, 6, 80-96. https://doi.org/10.17770/sie2018vol1.3405
  • Busser, J.A. and Shulga, L.V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
  • https://doi.org/10.1016/j.tourman.2017.09.014
  • Chang, C.H. (2019). Do green motives influence green product innovation? The mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340. https://doi.org/10.1002/csr.1685
  • Chen, Y.S. (2009). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
  • https://doi.org/10.1007/s10551-009-0223-9
  • Chin, W.W. (1998). The partial least squares approach to structural equation modelling. En Marcoulides, G.A. (Ed.), Modern methods for business research (pp. 295-336). New Jersey, USA: Lawrence Erlbaum Associates.
  • Christodoulides, G., Cadogan, J.W. and Veloutsou, C. (2015). Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32(3/4), 307-328. https://doi.org/10.1108/IMR-10-2013-0242
  • Corsaro, D. (2019). Capturing the broader picture of value co-creation management. European Management Journal, 37(1), 99-116.
  • https://doi.org/10.1016/j.emj.2018.07.007
  • Falk, R.F. and Miller, N.B. (1992). A primer for soft modelling. Akron, USA: The University of Akron. Font, X., Elgammal, I. and Lamond, I. (2017).
  • Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
  • https://doi.org/10.1080/09669582.2016.1158829
  • Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Frías-Jamilena, D.M., Polo Peña, A.I. and RodríguezMolina, M.Á. (2016). The Effect of Value- Creation on Consumer-Based Destination Brand Equity. Journal of Travel Research, 56(8), 1011-1031. https://doi.org/10.1177/0047287516663650
  • https://doi.org/10.1177/0047287516663650 González-Mansilla, Ó., Berenguer-Contrí, G. and Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75(4), 51-65. https://doi.org/10.1016/j.tourman.2019.04.024
  • Gössling, S. et al. (2009). Swedish air travelers and voluntary carbon offsets: Towards the cocreation of environmental value? Current Issues in Tourism, 12(1), 1-19.
  • https://doi.org/10.1080/13683500802220687
  • Gössling, S. and Buckley, R. (2016). Carbon labels in tourism: persuasive communication? Journal of Cleaner Production, 111(Part. B), 358-369. Grissemann, U.S. and Stokburger-Sauer, N.E. (2012). https://doi.org/10.1016/j.jclepro.2014.08.067
  • Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492. https://doi.org/10.1016/j.tourman.2012.02.002
  • Hair, J.F. et al. (2017). A primer on partial least squares structural equation modelling (PLSSEM). Thousand Oaks, USA: SAGE.
  • Hair, J.F. et al. (2018). Advanced issues in partial least squares structural equation modeling (PLSSEM). Thousand Oaks, USA: SAGE.
  • Han, W. et al. (2018). Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behaviour in tourism? Journal of Sustainable Tourism, 26(4), 600-614. https://doi.org/10.1080/09669582.2017.1372442
  • Henseler, J., Ringle, C.M. and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
  • Kim, J., Kim, J. and Marshall, R. (2016). Are two arguments always better than one? European Journal of Marketing, 50(7/8), 1399-1425.
  • https://doi.org/10.1108/EJM-06-2014-0344
  • Kristal, S. et al. (2016). Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE). Journal of Product & Brand Management, 25(3), 247-262.
  • https://doi.org/10.1108/JPBM-05-2015-0893
  • Kushwah, S., Dhir, A. and Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 1-12. https://doi.org/10.1016/j.jclepro.2019.06.350
  • Lee, D.H. and Park, C.W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47, 222-236. https://doi.org/10.2501/S0021849907070274
  • Lenzen, M. et al. (2018). The carbon footprint of global tourism. Nature Climate Change, 8(6), 522-528.
  • https://doi.org/10.1038/s41558-018-0141-x
  • Lin, J., Lobo, A. and Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81-95. https://doi.org/10.1080/0965254X.2017.1384044
  • Moise, M.S. et al. (2019). Influence of environmental practices on brand equity, satisfaction and word of mouth. Journal of Brand Management, 26(6), 646-657.
  • https://doi.org/10.1057/s41262-019-00160-y
  • Mostafa, M.M. (2007). Gender differences in Egyptian consumers' green purchase behaviour: the effects of environmental knowledge, concern, and attitude. International Journal of Consumer Studies, 31(3), 220-229. https://doi.org/10.1111/j.1470-6431.2006.00523.x
  • Nunnally, J.C. and Bernstein, I.H. (1994). Validity. Psychometric theory. New York, USA: McGraw-Hill. Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E. (2014).
  • How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
  • https://doi.org/10.1016/j.ijhm.2014.02.008
  • Teng, C.-C., Lu, A.C.C. and Huang, T.-T. (2018). Drivers of consumers' behavioral intention toward green hotels. International Journal of Contemporary Hospitality Management, 30(2), 1134-1151. https://doi.org/10.1108/IJCHM-04-2017-0203
  • Tölkes, C. (2018). Sustainability communication in tourism - A literature review. Tourism Management Perspectives, 27(4), 10-21. Tölkes, C. (2018). The role of sustainability communication in the attitude-behaviour gap of sustainable tourism. Tourism and Hospitality Research, 20(2), 1-12.
  • https://doi.org/10.1016/j.tmp.2018.04.002
  • Trespalacios, J.A., Vázquez, R. y Bello, L. (2005). Investigación de mercados. Madrid, España: Thomson.
  • Vargo, S.L. and Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
  • https://doi.org/10.1007/s11747-007-0069-6
  • Wehrli, R. et al. (2014). How to communicate sustainable tourism products to customers: results from a choice experiment. Current Issues in Tourism, 20(13), 1375-1394. https://doi.org/10.1080/13683500.2014.987732
  • Zhang, H. and Lei, S.L. (2012). A structural model of residents' intention to participate in ecotourism: The case of a wetland community. Tourism Management, 33(4), 916-925. https://doi.org/10.1016/j.tourman.2011.09.012
Fuente de los datos: Dialnet