Browsing by Author "Fuentes Blasco, María"
Now showing items 1-3 of 3
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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 ... -
How does customer perception of salespeople influence the relationship? A study in an emerging economy
Arditto Díaz, Luis Eduardo; Cambra Fierro, Jesús; Fuentes Blasco, María; Olavarría Jaraba, Ana; Vázquez Carrasco, Rosario (Elsevier, 2020)Acceso restringidoSales 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 ... -
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 ...