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Keywords: Compromiso del consumidor
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Journal Articles
Engaging consumers via online brand communities to achieve brand love and positive recommendations
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 138–157.
Published: 24 November 2022
..., tanto parcial como total, del compromiso del consumidor en las diferentes asociaciones propuestas. Originalidad Este estudio ofrece una visión profunda de las motivaciones específicas para involucrar a los consumidores en el entorno virtual, hacer que amen sus marcas y que difundan su opinión...
