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Keywords: susceptibilidad a la influencia normativa
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Journal Articles
The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (1): 156–180.
Published: 19 January 2021
..., pretende aclarar el papel moderador de la autoestima (SE) y la susceptibilidad a la influencia normativa (SNI) en la relación entre el amor y la lealtad a la marca. En segundo lugar, el estudio propone modelar el papel mediador del amor a la marca y esbozar cómo la autoestima y la SNI afectan a la relación...
