Person:
Gavilán Bouzas, Diana

First Name

Diana

Last Name

Gavilán Bouzas

URI

https://hdl.handle.net/20.500.14352/75491

Affiliation

Universidad Complutense de Madrid

Faculty / Institute

Ciencias de la Informacion

Department

Marketing

Area

Comercialización e Investigación de Mercados

Identifiers

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Search Results

Now showing 1 - 10 of 12

The influence of online ratings and reviews on hotel booking consideration
(Tourism Management, 2018) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María; Martinez Navarro, Gema
This paper analyses the impact of good vs. bad ratings during the first stage of the decision-making process when booking a hotel. This study tested the interaction between numerical ratings given to a product or service and the number of verbal reviews it has received while controlling subject susceptibility to interpersonal influence. The study conducted a full factorial between subjects design of 2 levels of ratings (good vs. bad) x 2 levels of reviews (high vs. low) in a decision-controlled setting. Results suggest an asymmetric interaction between numerical ratings and reviews: When the rating is good, the trust in the rating depends on the number of reviews, but conversely, if the rating is bad, the number of reviews has no effect on how trustworthy the rating is. Academic and managerial implications of this study and scope for future research have also been discussed.
Brand-evoked mental imagery: the role of brands in eliciting mental imagery
(Sage Open, 2020) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María
This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. Additionally, if the consumer exhibits favourability towards the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favourability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery”. The results contribute to the literature on branding and mental imagery and have several practical implications for marketers.
El valor intangible de la innovación de las marcas del distribuidor
(Cuadernos de Estudios Empresariales, 2012) Abril Barrie, Carmen; Sánchez Herrera, Joaquín; Gavilán Bouzas, Diana; Manzano Antón, Roberto; Avello Iturriagagoitia, María
Las marcas del distribuidor han experimentado un extraordinario crecimiento en todo el mundo, alcanzando en España una cuota de mercado cercana al 40%. Estas marcas han evolucionado en el tiempo aumentando el surtido, desarrollando un portafolio más sofisticado, y en muchos casos adoptando estrategias de innovación y mejora de la calidad. Los objetivos de este estudio son: en primer lugar investigar la percepción que tienen los consumidores españoles sobre la innovación de las marcas del distribuidor y en segundo lugar, analizar cómo estas percepciones influyen en la creación de valores intangibles atribuidos a las marcas del distribuidor, a las enseñas que las respaldan y la prescripción de los consumidores.
Employer Brand Attraction: factores para captar talento
(Investigación y marketing, 2011) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María
Una marca empleadora sólida comienza por atraer talento. Ser capaces de atraer a los mejores, a los más brillantes, y a quienes tengan mayor capacidad para integrarse en la organización es el primer paso para lograr uno de los objetivo de la marca empleadora. Por este motivo interesa conocer desde la perspectiva de los candidatos ¿cuáles son los atributos que dotan de atractivo a una marca empleadora? En esta investigación se exploran cuáles son los factores que mejor explican el atractivo de las marcas empleadoras entre los recién licenciados españoles, un segmento especialmente interesante para las organizaciones. Partiendo de un enfoque tridimensional del concepto de atractivo –conocimiento de la marca, atributos de su imagen y la expectativa de vivir determinadas experiencias laborales con la futura marca empleadora– diseñamos un cuestionario que recogía un conjunto de ítems basados en la literatura. Un análisis factorial exploratorio reveló los factores subyacentes a cada dimensión. Se concluye que para el perfil de candidatos estudiado, una marca empleadora es atractiva si también lo es comercialmente, si proyecta una imagen humanizada y promete una experiencia laboral estimulante.
Employer branding: la experiencia de la marca empleadora y su efecto sobre el compromiso afectivo
(aDResearch Esic Revista Internacional de Investigación en Comunicación, 2013) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María; Fernandez-Lores, Susana
En las dos últimas décadas, la importancia de la relación empleado-organización no ha dejado de aumentar. Este hecho ha impulsado la aplicación de los principios de marketing a la dirección de recursos humanos creando el cuerpo teórico del employer branding, cuyos objetivos prioritarios son atraer talento hacia la organización y comprometerlo. Diversos factores se han manifestado capaces de contribuir al compromiso con la marca. La presente investigación explora el concepto de experiencia de la marca empleadora y su impacto en el compromiso afectivo. Se propone una estructura tridimensional de la marca empleadora compuesta por la experiencia sensorial, la emocional y la intelectual análoga a la experiencia de marca comercial. Los resultados, obtenidos a través una muestra de empleados pertenecientes a diversos sectores y situaciones profesionales, ponen de manifiesto el impacto positivo de las tres formas experienciales descritas sobre el compromiso afectivo. Una experiencia positiva con la marca empleadora es importante para que el empleado desarrolle compromiso afectivo hacia ésta.
Affective commitment to the employer brand: development and validation of a scale
(BRQ Business Reserach Quarterly, 2016) Fernandez Lores, Susana; Gavilán Bouzas, Diana; Avello Iturriagagoitia, María; Blasco López, María Francisca
In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labor market. We develop and validate a multidimensional scale to measure the strength of an employee´s affective commitment to the employer brand in five separate studies. In Study 1 and 2 the Affective Commitment to the Employer Brand (ACEB) scale was developed and tested for its factor structure, reliability and convergent validity. Study 3 examines additional reliability and discriminant validity, showing that the scale is differentiated from measures of satisfaction and motivation. Study 4 provides evidence of external validity. Lastly, Study 5 examines the scale´s nomological validity by investigating three experiential dimensions within a nomological network and showing that a positive experience with the employer brand is important in making the employee develop an affective commitment towards it. The limitations of the scale and the boundary conditions of its applicability are also discussed.
Positioning of Spanish Retailers. Perception of high frequency versus low frequency consumers
(aDResearch ESIC International Journal of Communication Research, 2010) Abril Barrie, Carmen; Gavilán Bouzas, Diana; Avello Iturriagagoitia, María
In today’s highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and for manufacturers. Whereas consumer theory has traditionally place brand choice as the focus of the analysis, there is evidence that consumers are turning to shopping strategies rather than brand decisions. The objective of this research is to better understand the positioning of Spanish retailers analyzing the different perceptions between high frequency and low frequency consumers. Our results show the difficulties hypermarkets are facing to deliver a distinctive consumer proposition and the different perceptions on discounters accordingly to different types of consumers reflecting the need to deliver further benefits to consumers beyond pricing. On the other hand the overwhelming superiority of Mercadona is shown through their relevant price and store brands proposition leading consumer to perceive high level of service and consumer satisfaction.
Enabling smartphone push notifications: the effect of a framed opt-in request
(International Journal of Mobile Communications, 2022) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María
The use of push notifications is one of the most relevant strategies to proactively communicate with a user from within various apps. Europe has adopted an opt-in requirement wherein users have to explicitly express that they agree to receive push notifications from apps. This paper examines the influence of two different approaches for framing this opt-in request: focusing on the experiential value the user would eventually receive through the information provided by the notifications (moderated by the personal involvement with the app) and focusing on the social proof aspect, i.e., the behaviour of the majority of the app users (moderated by the user's susceptibility to interpersonal influence). The results indicate that improving the quality of the information provided to the user help firms attain higher levels of user participation. This research deepens the understanding of the consumer's decision process in the context of mobile advertising.
Can a word paint a thousand pictures?: brand- evoked mental imagery in advertising
(Cuadernos.info, 2020) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María
In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways –visual and verbal– to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising connects consumer with relevant memories and past experiences. Through an online experiment, applied to a sample of undergraduate students this study provides empirical evidence of the differences in mental imagery evoked by mobile digital advertising due to brand familiarity. The hypothesis posited that a familiar brand will be more likely to increase the ability of an ad to evoke mental image through its three dimensions: vividness, quantity, and elaboration. The individual’s ability to use imagery processing information was controlled. Results show differences in the dimensions of mental imagery due to brand familiarity. Findings suggest that below certain level of brand familiarity, mental imagery of ads may decline. Brand familiarity could enhance advertising information processing and thus the generation of visual mental imagery.
The mediating role of mental imagery in mobile advertising
(International Journal of Information Management, 2014) Gavilán Bouzas, Diana; Avello Iturriagagoitia, María; Abril Barrie, Carmen
The future of communication and advertising is mobile. Some forecasts estimate that by 2015 more than 7.1 billion mobile-connected devices will be ready to operate as an advertising medium; however there is little empirical evidence as to exactly how mobile advertising works in the currently prevailing mobile technology. This research examines mental imagery elicited by advertising in the mobile medium and its mediating role in responses to the message: ad trust and purchase intention. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. visual ad– and content orientation strategy –informational vs. transformational– on mental imagery. Results show a greater impact of visual and transformational ads on vividness and elaboration, while SMSs exert greater effect on the quantity dimension. Vivid and elaborate mental imagery mediates the effect of advertising strategies on ad trust and exerts a positive influence on purchase intention.