Mar Gómez

TL;DR: In this article, the authors proposed a multi-group analysis that presents the differences in brand generation and destination preference, focusing on divergences in the backgrounds, components, and consequences of brand equity based on the use of online or offline media.

TL;DR: In this paper, the authors analyse online vs offline differences in consumer behavior and propose a model to compare consumers who buy tickets online with those who do so at a box office. And they find that the relationship between values and behaviour as well as between behaviour and future intent are stronger among online consumers than the effects of lifestyles on behaviour.

TL;DR: In this paper, the authors propose a language tourism model that includes the direct influence of consumption values with a mediating role of perceived beneficial image, and evaluate the drivers that influence behavioral intention when choosing a travel destination for learning language skills.

TL;DR: In this paper, the authors focus on the main factors attracting visitors, not only new ones, to wineries, and also on how to keep these customers loyal, taking into account the differences between brand image and destination image as antecedents of brand equity in wine tourism destinations.

TL;DR: In this article, the authors examined determinants and outcomes of price premium and loyalty on a food product, and empirically tested a model that includes five determinants or drivers: awareness, corporate social responsibility, origin, quality, and positioning.