Publications in collaboration with researchers from University of Glasgow (3)

2019

  1. Unveiling heterogeneous engagement-based loyalty in brand communities

    European Journal of Marketing, Vol. 53, Núm. 9, pp. 1854-1881

2017

  1. 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

  1. 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