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Keywords: Comunidad online
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 177–191.
Published: 14 May 2020
... in the context of OBCs. Propósito El objetivo de esta investigación es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intención de los miembros de la comunidad de recomprar dicha marca y de hablar bien electrónicamente (eWOM) sobre la misma. Diseño...
