Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty

Jorge Vera-Martinez holds a PhD Degree in Management Sciences, with honours, from the National University of Mexico (UNAM). Previously, he obtained an MBA Degree at the Technological Institute of Mexico (ITAM). As an undergraduate, he studied Experimental Psychology at the National University of Mexico. He has professional experience as a Marketing Research Advisor. Currently, Jorge Vera-Martinez is Research Professor of the Technological of Monterrey Business School in Mexico City Campus. He has taught, at graduate and undergraduate levels, subjects such as marketing research, empirical research methodology, instruments design, strategic marketing, brand management and multivariate methods for marketing. As a Researcher, he has been a member of the Researchers National System of Mexico’s National Science and Technology Council since 2006. He has published several research articles in research journals related to topics such as consumer behaviour, service performance, consumer involvement, perceived value, brand perceptions, brand management and marketing strategies.

Sidney Ornelas is PhD Student in Management Sciences at Tecnologico de Monterrey. She received a Bachelor’s Degree in Marketing, a Master’s Degree in Communications and a Master’s Degree in Innovation for Enterprise Development, all from Tecnologico de Monterrey. She has professional experience working for retail and service companies performing and leading several marketing activities that include market research, brand strategies and advertising and promotional activities. Additionally, she has worked as Consultant of marketing strategies for small and medium companies. She has also been Professor at undergraduate level for seven years, teaching subjects such as market research, product development strategies, service marketing, relationship marketing and international marketing, among others.