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espanolEste estudio pretende avanzar en la comprension de la relacion entre el profesor y el estudiante universitario con el objetivo de mejorar el rendimiento de los estudiantes. Se articula sobre tres ejes: el enfoque de rendimiento del estudiante, la relacion entre diversos aspectos del profesor y, fi nalmente, el efecto de estos aspectos sobre el rendimiento del estudiante. Los resultados obtenidos de una muestra de 45 profesores y 932 estudiantes muestran que la orientacion al estudiante por parte del profesor afecta al aprendizaje percibido y a la satisfaccion del estudiante. Se alcanzan otros interesantes resultados que permiten establecer ciertas conclusiones e implicaciones. EnglishThis research intends to advance the understanding of the university teacher-student relationship in the context of teachers’ market orientation with the aim to improve students’ performance. Thus, the study is articulated on three axes: the students’ performance approach, the relationship among diverse aspects of teachers, and, fi nally, the effect of these aspects on students’ performance. The results gained from a sample of 45 teachers and 932 students show that teachers’ student orientation infl uences perceived learning and student satisfaction. Other interesting results are also attained that lead to certain conclusions and implications.

Purpose The rise of non-governmental organisations (NGOs) during the last decades has made the volunteer a key element. Motivation and satisfaction have been indicated as predictive indices of their retention. The purpose of this paper is twofold. On the one hand, it seeks to better understand the motivations of the volunteers, addressing the effects of such motivations. On the other hand, it analyses whether the intensity of such antecedents and effects differs depending on the type of NGO with which they work: generalist vs specialist. Design/methodology/approach A study with 847 volunteers from different types of NGOs was done using structural modelling methodology and multi-sample analysis. Findings The type of NGO moderates the relationship between the satisfaction of the volunteer and the intention to recommend. Practical implications Given that in specialist NGOs the impact of satisfaction on the intention to recommend is significantly stronger than in generalist NGOs, making sure that volunteers are satisfied becomes a priority in this type of NGO. In this regard, satisfaction studies among volunteers could be conducted periodically to detect crisis situations and implement improvement actions to recover satisfaction in the occupied position. Originality/value First, to date, the motivations of the volunteer have been investigated from different disciplines, the self-determination theory (SDT) being an important motivational theory widely used in areas such as social, education and sports psychology. However, there is little research from a marketing approach to understand the background of the motivations of volunteers under this conceptual framework provided by the SDT. Second, there is also a scarcity of literature linking the motivations of a volunteer with the emotions they may feel, ultimately achieving consolidated lasting links with the NGO in which they are integrated. Third, most research on volunteering to date has focused on differentiating volunteers from non-volunteers and understanding the reasons for volunteering. However, the presence of studies on the differences in the motivation of the same according to the type of NGO with which they collaborate has been scarce.

Today, it is a priority to predict what consumers will choose at the point of sale where there are more and more competing brands. But what kind of consumers' information can be used for that purpose? This paper compares the power of physiological responses (unconscious responses) and self-report/verbal responses (conscious responses) towards product packages, as a means of predicting product choices. To this end, six different packaging designs were created by combining three different colors (blue, red and black) and two different messages (simple and reinforced). Eighty-three young consumers were exposed to each of the six designs. In one phase of our investigation, unconscious electrodermal activity (EDA) for each participant and each packaging type was recorded. In another phase, conscious verbal opinions for each packaging type were collected in a questionnaire. Our results show that the blue packaging with a reinforced message was most often selected. For this packaging consumers' electrodermal values (unconscious responses) were lower, and verbal opinions (conscious responses) were higher. Thus, both data sets could be used to anticipate product choice. However, for the other five packages, only unconscious responses were related to product choices. In contrast, higher opinions in a questionnaire did not correspond to selection of packages.

El trabajo pretende identificar grupos de turistas de un evento deportivo, el GP Europa de Fórmula 1, con relación a su motivación para el consumo deportivo y características básicas que definen dichos grupos para conocer los perfiles de turista de un gran evento deportivo. Para caracterizar a los sujetos se utilizó el análisis clúster con una muestra de 148 asistentes al evento, turistas nacionales e internacionales. Los resultados obtenidos muestran la existencia de cuatro grupos de sujetos bien definidos: los sociales (formado por los que obtienen fuertes connotaciones sociales asistiendo al evento, el 17,6% de la muestra), los ostentosos (son el 17,5% de la muestra, que sin una motivación especial para asistir destacan por sus ingresos netos mensuales elevados), los intrépidos (compuesto por el 37,8% de la muestra, movidos por la adrenalina y la emoción de la experiencia) y los experimentados (se trata del 20% restante, grandes conocedores del evento deportivo). A partir de ello se puede concluir que los turistas de un evento deportivo tienen características diferenciales y comportamientos de consumo distintos que deben tenerse en cuenta por los tomadores de decisiones del sector turístico. The main objective of this paper is to identify groups of visitors to a specific sporting event; the European Grand Prix F1, focusing on the sport consumption motivation and the characteristics that define these groups. The aim is to understand the different profiles of visitors to sporting events. Cluster analysis was used with a sample of 148 national and international tourists attending the event. The results show that there are four well-defined groups: the social group (those who gain strong social connotations by attending the event, 17.6% of the sample), the ostentatious group (accounting for 17.5% of the sample with a high monthly net income and no special motivation to attend), the intrepid group (37.8% of the sample, driven by the adrenaline and emotion of the experience) and the experienced group (the remaining 20%, great connoisseurs of the sporting event). In conclusion, sports event tourists have different characteristics and different consumption behaviors that must be taken into account by decision makers in the tourism sector.

This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological responses were continuously recorded in both contexts (heart rates, electro-dermal responses, and eye muscle reactions). At the end, participants provided cognitive responses in a questionnaire concerning the selected package. Our results have demonstrated that low-order emotions remain stable (from a virtual to a physical environments). Virtual simulations elections and real product elections are correlated (X2 = 40.493, p &lt, 0.02). Physiological and cognitive responses do not converge. Correlations between unconscious responses (low-order emotions) and self-reported measures (high-order emotions) was contrary to expectations (negative sign). Only low-order emotions explain product choices. On the contrary, real packaging choice and high-order emotions correlated inversely (the t values were significant but negative).

This study examines the influence of labelling and packaging strategies on perceived product health and overall attitudes to low-fat products in the field of healthy food claims among young consumers. The aim was to determine if these aspects can influence buying intentions. After a literature review, a quantitative study was carried out. With a sample of 300 young consumers (18&ndash, 25 years old) and the use of partial least square methodology, this paper demonstrated that: (1) nutritional information and visual cues affect consumers&rsquo, perceptions (information credibility and physical appearance), (2) information credibility influences product health perceptions and attitudes toward a product, (3) physical appearance affects attitudes toward a product, and (4) overall attitude to the product influences purchase intentions The results achieved show that credibility and physical appearance could stimulate low-fat foods purchase intentions through a positive global attitude to the product. Additionally, nutritional information and visual cues play a more relevant role than nutritional information response and informative cues. These results and the conclusions that follow must be understood in the analysed context (low-fat foods) with the sample used (300 young consumers).

This paper investigates the relationships among food choice motivations and the relevance of packaging elements (visual and informative elements) in the adolescent market. In addition, these relationships are re-tested in two different frameworks: high-involved consumers and low-involved consumers. 590 young consumers between 13 and 17 years were interviewed at the door of their public or private schools. Structural Modelling was used to test our hypotheses. The first analysis was done considering the global sample. The second one split off the sample into two groups: 351 high-involved adolescents and 239 low-involved adolescents. Our results showed, on one side, that weight control and familiarity motivations do significantly affect the relevance of visual packaging cues. On another side, price motivations and weight control motivations do affect the relevance of informative packaging cues. The rest of food choice motivations are not linked to packaging cues. Second, regarding involvement, our results could not demonstrate that high-involved adolescents will also be higher food choice motivated consumers with a greater concern with the packaging decisions.

Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market. An experimental design was defined to reach both objectives. Two packaging attributes were manipulated orthogonally to introduce greater variation in people's perceptions: a visual cue (the color) and an informative cue (the claim/label). A third variable was introduced: hedonic (candy bars) versus functional/healthy products (juice with fruit and milk). In a laboratory, 300 young consumers chose and evaluated one of the different packages that were simulated (using different colors and labels). Our results show that both kinds of attributes are significant, but visual cues were more strongly associated with young consumers' positive attitudes towards the product and their intention to buy than technical cues. Results do not differ between the product categories.7.

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo entre los estudiantes universitarios. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 1.133 respuestas válidas procedentes de estudiantes universitarios. Los resultados obtenidos muestran la repercusión de cada una de las variables del capital de marca sobre dichos pupilos, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca.

Packaging is a relevant tool when adolescents and young adults search for low-fat and healthy foods. However, the power of a packaging is not homogenous. In this framework, two main objectives guide our work: (i) to investigate to what extent visual cues (size, colors, images etc.) are more important than informational cues (label); (ii) to analyze if adolescents and young adults pay equal attention to both packaging cues. 590 adolescents between 12 and 18years of age were interviewed at the door of both public and private schools. Additionally, 300 young adults between 19 and 25years of age were contacted. Their opinions were analyzed twice using structural modelling techniques: (i) without considering age differences and (ii) splitting the sample into adolescents (590 participants) and young-adults (300 participants) to compare their perceptions. Our results have showed that when looking for healthy and low-fat aliments visual cues (size, colors, images etc.) are more important than informational cues (label design, easily understandable words, size of the letters). Additionally, age is a pertinent variable to explain alternative packaging strategies, because adolescents and young adults do not pay equal attention to both packaging cues.

This paper investigates, first, to what extent adolescents highly involved in food are more worried about weight control and health than less involved adolescents. Second, it studies the impact of both food choice motivations on food packaging relevance, considering both, visual and informative packaging cues. Finally, these relationships are re-tested in two different frameworks: men and to this end, 589 adolescent consumers between 14 and 17 years were questioned. The interviews were done personally by an external company at the door of 30 different schools. Our results have confirmed the relevance of packaging informative cues over visual cues for adolescents highly worried about weight control and health. Women are significantly more involved in food than men, being also more worried about weight control and health than them. Even more, women pay significantly more attention than men on informative cues when they choose a food to control weight.

PurposeA company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corporate imaging/branding through electronic images on the internet. Specifically two different countries' cultures are being compared: the United States and India.Design/methodology/approachWeb images of 30 brands, selected from a list of top 100 brands have been chosen and compared in both scenes.FindingsThe results show that some differences really do exist, especially regarding illustrations, groups of people and information in the visual image.Research limitations/implicationsThere are additional sub‐cultures in both countries. Future research could take these sub‐cultures into consideration.Practical implicationsMarketing managers should take cultural aspects into consideration when developing virtual marketing campaigns because culture does matter when it comes to visual images as not every culture prefers the same types of visual appeals. Additionally, by adapting visual images to cultures a company will be able to clearly identify its target group and can be assured that the right audience is being reached.Originality/valueMuch research has been done on examining Western countries such as the United States and the United Kingdom with Asian countries such as China and Japan, but not with India.

PurposeMarketing has attracted increased interested over the past 15 years in both academic and commercial circles and there has been a market rise in the number of students. At the university level, the characteristics of the teacher play an essential role in student/teacher interaction and influence academic results and future professional success. This influence is revealed in three main areas: the choice of subjects, teaching media and teaching methods. The purpose of this paper is to identify the most commonly found marketing teacher profile and the differences among marketing teachers with respect to the marketing subjects that they impart and the media and methods that they use.Design/methodology/approachInternational research was carried out among 135 marketing teachers from universities in Europe and the USA. The AMS directory was used. Respondents were representative of the research‐active marketing academic community. The Z‐test was used to contrast the hypotheses. To answer the research questions, χ2 method was used to analyse significant differences between the different groups (male/female; old/young; expert/unexperienced; PhD/master degree/bachelor degree).FindingsWith the exception of age, no significant differences have been identified in marketing teacher profiles between North American and European universities. The most common marketing lecturer profile is that of a man, over 35 years old, with more than 15 years of experience, and with a PhD degree.Originality/valueThe paper presents some interesting results with regard to marketing subjects, teaching media and teaching methods that marketing lecturers select according to their gender, age, years of experience, and degree of training.

ResumenEl burnout o «síndrome del trabajador quemado» ha demostrado tener una gran importancia en el campo de las ventas. Sin embargo, no se han encontrado estudios que analicen en profundidad su opuesto, el engagement. El presente trabajo trata de profundizar en los antecedentes y efectos de un concepto integrador de ambos opuestos denominado burnout-engagement. Para ello, se realiza un estudio sobre 107 vendedores de distintos sectores. Los datos obtenidos, dado el tamaño de la muestra, son analizados mediante el sistema PLS. En lo relativo a antecedentes, los resultados demuestran una relación significativa entre el conflicto de rol y el burnout-engagement, la ambigüedad de rol y el burnout-engagement. En cuanto los efectos, se advierten relaciones significativas para el burnout-engagement y la satisfacción y el burnout-engagement y el compromiso. El conflicto trabajo-familia y familia-trabajo no han mostrado una relación significativa con el burnout-engagement, al igual que el desempeño. Finalmente, no se ha podido demostrar la capacidad moderadora de la aplicación de políticas de conciliación de la vida laboral y familiar.AbstractWorker burnout and burnout syndrome have shown great importance in the field of sales. However, another stream of literature has focused on its opposite concept: worker engagement. The present paper deals with the antecedents and effects of an integrative concept of both opposites, named burnout-engagement. To do this, a study of 107 retailers from different sectors was developed. Given the size of the sample, the data was analyzed using the PLS system. Regarding burnout-engagement antecedents, our results show significant values for role conflict and role ambiguity. Regarding burnout-engagement effects, significant values were obtained for satisfaction and commitment. The work-family conflict and family-work conflict have not shown significant relationships with our core concept (burnout-engagement), neither performance. Finally, our model failed to demonstrate the moderating role of conciliating policies.