Jesús Gutiérrez Cillán

Universidad de Valladolid | UVA · Departamento de Organización de Empresas y Comercialización e Investigación de Mercados

The present work addresses how and to what extent the personal and professional relationship networks of small-scale local entrepreneurs help improve their scarce resource endowments. Adopting a mechanistic and functioning oriented view of social capital, the paper suggests the existence of two different mechanisms which may explain the enrichment...

The present work addresses how and to what extent the personal and professional relationship networks of small-scale local entrepreneurs help improve their scarce resource endowments. Adopting a mechanistic and functioning oriented view of social capital, the paper suggests the existence of two different mechanisms which may explain the enrichment...

Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relationa...

Research summary This article analyzes the personal, professional, associative, and institutional relationship networks in which the entrepreneur is involved and the resources embedded therein, and it proposes that an entrepreneur's social capital resources are determinants of his/her business' economic performance. The effect of social capital res...

Loyalty programs have become a key tool in retailer marketing strategies. In order to manage client heterogeneity adequately, companies have implemented different types of programs: reward programs (RP), loyalty cards (LC) and VIP programs. This paper explores the effects of these three types of programs and provides a comparative analysis of the i...

Building from the resource-based view of the firm and the first-mover advantage literature, this paper asserts that the entry order in a new product-market affects how the firm's resources and capabilities influence the product's performance. This proposition is tested on a sample of 136 product launches by Spanish manufacturing firms. The empirica...

The elaboration likelihood model (ELM) is one of the most widely used psychological theories in academic literature to account for how advertising information is processed. The current work seeks to overturn one of the basic principles of the ELM and takes account of new variables in the model that help to explain the online persuasion process more...

Both in the business and in the academic fields, close and long-term relationships have acquired increasingly interest as a new form of governance between the market and the hierarchy. In this context, the current research tries to advance in the analysis of long-term relationships efficiency as an area not very explored until now. From a contingen...

Our study is based on a critical review of the ELM (elaboration likelihood model) and is established as an attempt to overcome one of its main restrictions: its limited view about the arguments that are relevant in a context of high motivation to processing. We analyse, more specifically, the audience response to the extension of Web content. We ha...

Purpose – The purpose of this paper is to present a proposal for the Hierarchy of Effects – a model that has been widely applied in the study of persuasion in traditional communications media – to evaluate Website effectiveness. In particular, this contribution seeks to consider a more complete model in order to evaluate the responses of the indivi...

This research aims to analyze the relationships between three dimensions of the market entry strategy for new products – order, positioning and scope – and four dimensions of performance – customer satisfaction, competitive position, costs and profitability. The consideration of internal links between the entry dimensions, together with their effec...

The objective of this study was to analyze the effectiveness of various aspects relating to execution of a Website: Presentation format, quantity and type of content. We developed experimental Websites and we found that in high-involvement context this effectiveness is not influenced as much by the format of presentation of the Website as by the qu...

Purpose The aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of these variables. Design/methodology/approach Research data were taken from a survey carried out on 750 customers from a Spanish supermarket chain. Several ANOVAs are...

Purpose This paper aims to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Design/methodology/approach Through a mail survey, data were collected on a sample of 136 product launches by Spanish manufacturing firms. A m...

Purpose While a vast number of studies have pointed out the keys of relationship marketing practices in consumer markets, little attention has been paid to the value the organization can get from such strategies. The literature provides relatively little support for the effectiveness of relationship marketing programs. The purpose of this research...

The fear of opportunism is a problem that makes close consumer-firm relationships difficult. This problem has been mainly analyzed from a contractual perspective. In this paper we try to integrate the contributions of the contractual approach with those of relationship marketing. Accordingly, we propose a model of consumer behavior that reflects th...

El fantasma del oportunismo, un problema que dificulta las relaciones entre empresas y consumidores, ha merecido un tratamiento profuso desde el enfoque contractual de la economía de la empresa. En el estudio que aquí presentamos pretendemos enlazar los planteamientos contractuales con los postulados sobre los que se asienta el marketing de relacio...

As in business-to-business relationships, consumers often establish and maintain long-term relationships with firms. This article uses a multidisciplinary approach with the aims of describing the process that a consumer follows until committing to a firm and identifying the main dimensions and antecedents of the consumer's commitment. As antecedent...

The goal of this paper is to analyze industrial buying behavior. First, the paper reviews the previous work on the relation between the participation, influence, characteristics of the purchase situation, individuals and organizational structure. Among purchase situation conditions frequently mentioned are: novelty, product complexity, buying situa...

It has been noted in the literature on inter-organisational relationships that long-term cooperation is more effective in a business environment characterised by interdependence, commitment and trust. However, there is not enough knowledge about the effect of interdependence in different trust contexts. This paper draws on several theoretical contr...

The point of view of customers has been neglected by most of the relationship marketing literature. This paper, which draws on the Morgan and Hunt's commitment-trust theory (1994), proposes a model that explains the causal origins of relational commitment and highlights the role of trust as a central antecedent rather than other economic variables....

The aim of this paper is to analyze the industrial buying behavior in order not only to improve the knowledge of buying industrial process carried by the organizations but also to identify the factors behind the level of participation in the buying decisions and the factors related with the degree of influence among the members of the buying center...

El objetivo genérico del presente trabajo es profundizar en la naturaleza estructural e intrínsicamente multidimensional de la dependencia entre empresas. A tal fin, nos inspiramos en las aportaciones provenientes de la teoría de la dependencia de recursos, la teoría de los costes de transacción y la teoría del intercambio social para extraer las q...

El objetivo genérico del presente trabajo es profundizar en la naturaleza estructural e intrínsicamente multidimensional de la dependencia entre empresas. A tal fin, nos inspiramos en las aportaciones provenientes de la teoría de la dependencia de recursos, la teoría de los costes de transacción y la teoría del intercambio social para extraer las q...

El presente trabajo resume los resultados de una investigación que proyectamos en la idea de examinar el valor atribuido por el consumidor a su relación de lealtad con una empresa. A tal fin proponemos un modelo explicativo de la generación de valor en el que las diferentes formas de la lealtad que puede mostrar el consumidor (lealtad cognitiva, af...

A pesar del creciente interés que ha adquirido el marketing relacional como vía para promover y mantener relaciones duraderas con los clientes, la mayor parte de la investigación no se ha preocupado por el estudio del comportamiento relacional que orienta la actuación del consumidor. Esto se une a la escasez de trabajos que contemplan las relacione...

Desde los enfoques más puramente normativos de estudio del comportamiento del consumidor, no se admite otro criterio de evaluación del nivel de calidad de un producto que el constituido por el conjunto de sus atributos intrínsecos. Sin embargo, si dejamos de lado la perspectiva normativa y adoptamos un enfoque verdaderamente positivo del problema,...

El objeto del trabajo que se presenta es el repaso y análisis detallado, individual y comparado, tanto de los trabajos teóricos como empíricos que constituyen la literatura disponible acerca de los determinantes del proceso de adopción de innovaciones. Nuestra pretensión no es el examen exhaustivo de las muchas y distintas aportaciones al estudio d...

El objetivo que persigue la presente investigación se concreta en el contraste de la hipótesis que mantenemos: la existencia de sendos efectos significativos de la fase del proceso de decisión de compra y del tipo de producto - bien de equipo y material de oficina - sobre la estructura del centro de compras. Conforme a este propósito tratamos de ex...

RESUMEN.— El análisis de la relación precio-calidad percibida constituye el nŭcleo fundamental de una línea de investigación cuyo interés se centra en el estudio del papel que desempeña el precio en la formación de las preferencias y en el desarrollo posterior de las inten-ciones de compra. Obviamente hacemos referencia a un papel diferente, aunque...

RESUMEN.— El presente trabajo no pretende sino poner de mani-fiesto la importancia de las expectativas en la elección del momento de la compra. El análisis de los datos obtenidos de una encuesta revela que la decisión de diferir la compra es el resultado de un trade-off entre los beneficios del aplazamiento y el coste de oportunidad de renunciar al...

En el presente trabajo se intenta apreciar y explicar el grado de variación del denominado «precio neto del efecto de la calidad» en el mercado europeo del automóvil. A tal fin, se especifica una ecuación de regresión en la que el precio de venta aparece como función de las usuales variables hedónicas -determinantes últimos de la calidad- y de los...

Realizado en la Facultad de Económicas de Valladolid, por 6 profesores del centro, para las asignaturas de Dirección de Marketing, Fundamentos de Investigación de Mercados y Comportamiento del Consumidor, de primer curso; y Distribución y Comunicación Comercial , Investigación de Mercados Avanzada y Estrategias de Marketing, de segundo curso, de la...