Marketing aplicado al comportamiento del consumidor
MarkAp
![Foto de Marketing aplicado al comportamiento del consumidor](/img/grupo.png)
![Foto de University of Glasgow](/img/noimage_org.png)
University of Glasgow
Glasgow, Reino UnidoPublicaciones en colaboración con investigadores/as de University of Glasgow (3)
2019
-
Unveiling heterogeneous engagement-based loyalty in brand communities
European Journal of Marketing, Vol. 53, Núm. 9, pp. 1854-1881
2017
-
The Dual Nature of Spreading Negative eWOM for Branded Offers: Emotional Reaction or Social Response? – A Structured Abstract
Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Springer Nature), pp. 471-476
2016
-
The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach
Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Springer Nature), pp. 699-705