Conjoint analysis has become the most used technique for measuring preferences for new products to be launched in the market. Experimental design models are key elements for its use in market research. Such models involve a matrix in which attributes and levels are combined, making product...

Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether...

This paper explores users loyalty to airlines’ websites, by examining differences among users belonging to the Y, X and baby boomer generations. The results indicate that to obtain users loyalty to a company’s site, it is necessary to first, affective e-loyalty, through e-trust,...

Purpose – The purpose of this study was to approach issues such as what type of value chain activities are carried on by the subsidiaries of multinationals located in Spain, where and how their resources and capabilities are generated and how these are transferred within the multinational....

Purpose: The aim of this study is to explore the drivers of the evolution of a subsidiary’s strategic role from an ordinary subsidiary into a springboard subsidiary in multinational corporations, paying special attention to the role of subsidiary management in this transformation....

Purpose: The purpose of this paper is to analyse the decision to export in relation to financial issues, specifically the impact of corporate financial structure on a firm’s export propensity (the likelihood of a firm becoming an exporter) by firm size. Design/methodology/approach: A...