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Keywords: Valor de marca
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 303–328.
Published: 27 May 2025
... at Link to the terms of the CC BY 4.0 licence. Explorando la relación entre las percepciones de sostenibilidad y el valor de marca: ¿cómo y por qué la sostenibilidad percibida afecta al valor de marca? Objetivo La investigación previa que examina la relación entre el valor de marca y la...
Journal Articles
Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 407–426.
Published: 11 July 2023
..., consumers can create combinations of values to suit their needs and wants and are willing to accept earning less of a specific value to gain more of another (Souki et al., 2022). JM30 M31 M37 Marketing Viral Valor de Marca Compartir Contenido Publicidad en Video 病毒式营销 品牌资产 分...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 286–305.
Published: 19 July 2022
... Valor de marca Credibilidad de marca y embalaje excesivo de productos There is an increasing awareness of the environmental commitment of corporations because these commitments enhance competitive advantage (Chen and Chang, 2013a). Customers in developed economies initially valued...
