Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement Available to Purchase

Paula Rodríguez-Torrico, PhD, is an Assistant Professor of Marketing at the University of Burgos, Spain. Her main research lines include the use of technologies by consumers, focusing on the channels used in the decision-making process and the misbehaviors produced by abusive use of technology. She has published her work in scientific journals, such as Computers in Human Behavior, Journal of Marketing Management or Journal of Research in Interactive Marketing. She has attended and participated in several scientific conferences. She has received awards for her research.

Rebeca San José Cabezudo, PhD, is a Lecturer and Researcher in Marketing at the University of Valladolid, Spain. She teaches courses in Marketing and Management. Her main research interests include the implementation of the New Technologies by the organizations, especially their application to the strategy and marketing actions. She has participated in different scientific conferences and her investigation results have been published in several academic and professional journals in her field of research, including Technovation, Cyberpsychology and Behavior, Internet Research and Electronic Commerce Research and Applications.

Sonia San-Martín, PhD, is a Full Professor at the University of Burgos, Spain. She is a Lecturer and Researcher in Marketing. Her current research areas include digital and international marketing. She has experience organizing and leading research teams and has been the main research in several regional and national projects about the use of technologies by consumers and firms. She has published more than a hundred papers in indexed national and international journals. She has received several awards for her research on electronic and mobile marketing.