The purpose of this paper is to contribute to knowledge on the impact of corporate social responsibility (CSR) activities on retailers' performance (hypermarkets). An analysis using a comprehensive conceptualization of CSR reveals that CSR has positive implications for hypermarkets' performance and illustrates which CSR dimensions are the most important to focus on. For this purpose, this study enhances its empirical validity by collecting data from 667 respondents in Spain and testing the hypothesis applying partial least squares structural equation modeling. The study finds that CSR is positively influencing customer loyalty, and customer satisfaction, image, and quality also intervened in their relationships. In particular, a new finding of the study highlights the importance of the mediating role played by image and quality in enhancing the effect of CSR on satisfaction. The research findings provide useful insights into how hypermarkets should develop a CSR strategy that would enhance customer loyalty.

Purpose The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as consumer satisfaction and consumer happiness as mediators, are explained as antecedents to loyalty. Design/methodology/approach A transversal descriptive study based on primary data were, therefore, carried out using a survey with a sample of 2,515 consumers representing the Spanish population. The Partial Least Square method was applied to test the hypotheses. Findings The results of this research tell us which variables have a positive influence on consumer loyalty to fashion brands, where brand image, satisfaction and consumer happiness are the determining variables of loyalty. Research limitations/implications This model has important implications and contributes both to the literature and to the choice of differentiation and brand positioning strategies for marketing to a global and highly competitive market. Originality/value One of the novelties of this study is the fact that it considers the consumer happiness variable as an antecedent to loyalty in the fashion consumer sector.

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In recent years, rural tourism has experienced a major boom; it was once a secondary type of tourism but has now become a significant alternative option within the Spanish economy. This type of tourism facilitates the sustainable development of the host communities and their surrounding areas, becoming an extra source of income in some cases, and the principal business in others. It is therefore important to ascertain which variables influence the behavior of rural tourists. The objective of this study is to demonstrate the influence on rural tourist behavior of destination image, both initial and final, as well as tourist satisfaction and loyalty to the area. Loyalty, which translates into repeat visits to the area and recommendations to third parties, promotes the sustainable development of rural areas. After an exhaustive review of the literature on the relevant variables, an empirical study was carried out using a questionnaire designed for tourists over 18 years old who visited the province of Soria (Spain) and stayed in a rural tourism establishment. This resulted in a total of 1658 valid completed questionnaires. A structural equation model was then drawn up to discover the relationships between all the variables. The results demonstrated the importance of destination image in the formation of the new image, and also showed that tourist satisfaction is the variable that most strongly influences loyalty to the tourist area. This study is a novel contribution to the study of sustainable development in rural areas since it focuses on tourist loyalty and its resulting benefits.

Information and Communication Technology (ICT) tools are perfect for developing tourism. Several countries are making an effort to become smart and sustainable tourist destinations, making it easier for tourists to interact with their environment while at the same time improving the quality of life for local people. There are many studies of this process and the benefits it brings, although most of them approach the subject from a western traveler's point of view. This article aims to study the benefits of being a smart and Muslim-friendly tourist destination. An exploratory study was therefore carried out, including a bibliographical review of over one hundred secondary sources. We analyze the Muslim-friendly online services provided by nine destinations, and one of our principal conclusions is that these online services are of the greatest importance for a destination to be truly Muslim-friendly. We also conclude that such services allow companies to design tailored proposals and promote them through digital channels aimed at Muslim people.