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Keywords: lealtad de marca
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Journal Articles
Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (1): 77–97.
Published: 02 August 2023
... Credibilidad de marca Lealtad de marca Autodivulgación Interacciones en redes sociales 寄生关系 社交媒体 品牌可信度 品牌忠诚度 自我披露 社交媒体互动。 Celebrity endorsement is a popular advertising strategy companies use where the qualities and attributes of famous personalities, such as film stars, sports stars...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 98–116.
Published: 27 January 2023
... congruencia de marca propia, la lealtad de marca y la lealtad de marca oposicional, y establece el papel del narcisismo como moderador. Metodología Se utilizaron escalas estandarizadas, incluida una nueva escala de orgullo de marca desarrollada por los autores, para recoger datos de 522 encuestados. Para...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2018) 22 (3): 319–337.
Published: 06 November 2018
... engagement Affective brand commitment Customer brand identification Hospitality brands Value congruity Vínculo emocional con la marca congruencia de valores identifícación del consumidor con la marca lealtad de marca marcas hoteleras VC refers to the match relating to the consumers’ own...
