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Keywords: Experiencia de marca
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (4): 491–517.
Published: 20 December 2024
.... El futuro de la experiencia de marca: Perspectivas desde el análisis bibliométrico Objetivo Este estudio tiene como objetivo consolidar el conocimiento fragmentado sobre la experiencia de marca dentro de la literatura de marketing, evaluando su desarrollo histórico, estado actual y futuro...
Includes: Supplementary data
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (3): 374–391.
Published: 08 November 2021
... in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services. Propósito Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 231–246.
Published: 27 March 2020
... of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role. Propósito El objetivo principal de esta investigación es desarrollar un modelo para medir el impacto de la experiencia de marca en la industria hotelera, sobre las...
