Listar por autor "Huerta Álvarez, Rocío del Pilar"
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Comunicación y procesos de socialización empresarial
Huerta Álvarez, Rocío del Pilar (Universidad de Lima, 1997)Acceso abiertoLos aportes de diferentes especialistas al análisis de la comunicación empresarial posibilitan, al menos a cierto nivel teórico, la comprensión cabal de la importancia e influencia de este proceso para la consecución de ... -
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Cambra Fierro, Jesús Juan; Fuentes Blasco, María; Huerta Álvarez, Rocío del Pilar; Olavarría, Ana (Springer, 2021)Acceso abiertoThe aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ... -
Destination recovery during COVID-19 in an emerging economy: Insights from Peru
Cambra-Fierro, Jesús J.; Fuentes-Blasco, María; Huerta Álvarez, Rocío del Pilar; Olavarría-Jaraba, Ana (European Academy of Management and Business Economics, 2022)Acceso abiertoThe onslaught of the COVID-19 pandemic has had a critical impact on the travel and tourism sector. Tourist destinations in developing countries are even more susceptible to negative trends of this sort due to the importance ... -
The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
Huerta Álvarez, Rocío del Pilar; Cambra Fierro, Jesús; Fuentes Blasco, María (Elsevier, 2020)Acceso restringidoThe consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the ...