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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
... 5 sets forth the final considerations, presented as managerial implications, research limitations and future research directions. Viral marketing Brand equity Sharing content Video advertisement JM30 M31 M37 Marketing Viral Valor de Marca Compartir Contenido Publicidad...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 286–305.
Published: 19 July 2022
... maybe seen at http://creativecommons.org/licences/by/4.0/legalcode Brand credibility Brand equity Green marketing Greenwashing Excessive product packaging Green confusion Marketing verde Greenwashing Confusión verde Valor de marca Credibilidad de marca y embalaje excesivo de...
