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Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
(Springer, 2021)
Acceso abierto
The 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 ...
The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
(Elsevier, 2020)
Acceso restringido
The 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 ...
How does customer perception of salespeople influence the relationship? A study in an emerging economy
(Elsevier, 2020)
Acceso restringido
Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the ...
Relevance of salespeople profiles: an analysis in an emerging economy
(Emerald, 2020)
Acceso restringido
Purpose: The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales ...
Identification of main factors to characterize young people with greatest intention of buying footwear online
(26th Americas Conference on Information Systems, AMCIS 2020., 2020)
Acceso restringido
The study seeks to identify the main factors that contribute to characterize young people in an emerging city like Lima, one of the cities with the lowest online channel penetration in Latin America, intending to buy a ...
CSR and branding in emerging economies: The effect of incomes and education
(Wiley-Blackwell, 2020)
Acceso restringido
Sustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the ...
Uso de CRM social para mejorar campañas de marketing dirigido en sector minorista
(Association for Information Systems, 2018)
Acceso restringido
Este estudio pretende demostrar que la efectividad de una campaña dirigida de marketing usando cupones
puede mejorar utilizando elementos del CRM Social. Para lograrlo, se realizó un experimento consistente
en otorgar ...